{"id":8485,"date":"2020-12-16T09:00:52","date_gmt":"2020-12-16T08:00:52","guid":{"rendered":"https:\/\/amayse.com\/sports-branding\/?p=8485"},"modified":"2021-07-12T10:35:29","modified_gmt":"2021-07-12T08:35:29","slug":"the-best-use-of-stadium-banners-to-make-an-impact","status":"publish","type":"post","link":"https:\/\/amayse.com\/sports-branding\/the-best-use-of-stadium-banners-to-make-an-impact\/","title":{"rendered":"The best use of stadium banners to make an impact"},"content":{"rendered":"

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Whilst sporting venues had to remain empty, rights holders have been using seat banners with different approaches.<\/h2>\n

Most event organisers have tried to balance the commercial aspect, offering visibility to sponsors, whilst communicating the sense of belonging to the club and the club\u2019s colours. Others tried to add elements of fan activation – running campaigns to include photos of fans for example – or aimed at improving the visual aspect of the stadium on TV.[\/vc_column_text][vc_column_text]<\/p>\n

The missing pattern<\/h2>\n

Excluding the occurrences in which a league sets the parameters for the use of printed banners<\/a> from the outset, it is difficult to find a clear pattern for how these banners were used, and towards what goal. Was there a deliberate intention to be more fan-centred or sponsor-centred?\u00a0<\/span><\/p>\n

To the relative freedom that each club had in \u2018playing\u2019 with their stadium stands as canvases, we need to add the fact that their implementation was often done in a hurry and without a long-term objective. After all, everybody hoped these would be very short-term solutions.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n

Two common approaches<\/h2>\n

The banners holding a stronger commercial message are the most interesting to look at from a branding perspective.<\/span><\/p>\n

On one side different types and commercial levels of organisations like Formula 1, Irish Rugby Football Union, Leicester Tigers, let their sponsors use their brand without imposing any restrictions. Brands could benefit from having their logos reproduced to their own brand guidelines and colours.<\/span>[\/vc_column_text]

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<\/path><\/path><\/path><\/svg><\/div> <\/div> <\/div><\/div><\/div>[vc_column_text css=”.vc_custom_1607599100710{margin-top: 50px !important;}”]Other properties with a similar level of domestic and international prominence including top-tier European football leagues, the English Rugby Football Union and Bath Rugby, instead chose to incorporate sponsors under the rights holder\u2019s branding.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1607599213543{margin-top: 50px !important;}”][vc_column][vc_column_text]<\/p>\n

What does science say on the use of branding in sport?<\/h2>\n

The implications that these different approaches could have on fans in terms of commercial effectiveness could be explained through a study conducted in 2018 by a group of researchers from the Deutsche Sporthochschule K\u00f6ln<\/a>.<\/p>\n

The study found that colours and brand familiarity have a direct impact on the attention level fans have towards the signage. And, in particular, the viewers\u2019 attention is higher towards signage with greater colour contrast.<\/p>\n

This could indicate that those rights holders who opted to display sponsors under the club\u2019s colours, turning all sponsors to monochrome (often white) on clubs-coloured backgrounds, might have created a branding environment less capable of getting the fans\u2019 attention, and therefore giving sponsor logos a harder job to do to \u2018cut through\u2019.[\/vc_column_text]