Arena Advertising For Newbies

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Arena advertising puts your brand smack in the middle of the action. Whether it's hockey, football, or another favorite American sporting event, getting your logo and slogan into an arena guarantees you a captive audience. If you're unfamiliar with the ins and outs of this effective form of marketing, here are the things you need to know:

Location, Location, Location

Just as it is in real estate, advertising in an arena setting is all about location. The more prominently your ad is featured, the more successful it becomes. There are many commercial areas available in your local arena that you can lease to place your ad, and some are better than others:

  • On the boundary gates
  • On the concourse
  • On the side of the superbox
  • On billboards and lobby display panels
  • Via product sampling
  • On the rink boards
  • On the Jumbotron

All of these guarantee you visibility of your brand, but on the Jumbotron and on the rink boards are the creme-de-la-creme of arena advertising because they're front and center alongside the action. In some instances ads may even be placed under the ice itself. 


The cost to advertise your business on a national level can be inhibiting. As far back as 2008, the cost to purchase two rinkboards from the NHL for a season could run as much as $600,000 depending upon various factors such as the location of the venue, who's playing, and the purpose of the event. Of course, you can spend much less than this when advertising at smaller events on a local circuit. The key lies in finding a reputable advertising agency who understands what audience you're trying to reach and who has good connections and experience when it comes to marketing to that particular demographic.

What to Look For

When choosing an advertising agency to help get your ad into the arenas, consider companies that offer all-inclusive packages. These agencies handle your whole marketing campaign including the following tasks:

  • Facility booking
  • Contract handling
  • Invoicing
  • Production 
  • Installation
  • Wrap-up
  • Proof of performance

When you have just a basic idea of what you what to say and to whom you want to say it, trust a full-service arena marketing agency to get your message to the grassroots masses. You'll find that the return on your investment on arena advertising is significant when it's well executed. Contact an arena advertising agency in your area today to discuss the limitless possibilities.