Sideline signage is a smart way to generate revenue for sports venues and organizations while promoting sponsors. Here’s why it works:
- High Visibility: Positioned near the action, these signs grab attention from live audiences and TV viewers.
- Revenue Potential: Seasonal sponsorships typically bring in $250–$1,000 per banner.
- Dual Purpose: Modern designs, like padded A-frames, ensure player safety and look professional.
- Sponsor Appeal: Sponsors value audience reach, durable signs, safety features, and customization options.
- Digital Options: LED signs allow for dynamic, customizable content that can be updated instantly.
Making Money with Sideline Signage Sponsorships
Why Sponsors Choose Sideline Advertising
Sideline signage puts brands right in the middle of the action, making it hard for fans and viewers to miss. Positioned along the field, these signs grab attention from both the crowd in the stands and those watching at home. This high visibility boosts brand awareness.
"If you’re aiming for ‘impressions’ and ‘brand identity,’ Sideline Signs deliver by building awareness in the heart of the action for every fan watching in the stadium and on TV."
Modern sideline signage does more than just advertise – it’s practical too. For example, padded A-frame banners not only promote brands but also provide safety features, showing a commitment to player well-being. This combination of visibility and functionality makes these placements a strong revenue opportunity.
Typical Sponsorship Income Rates
The income from sideline sponsorships depends on factors like local attendance, TV broadcast reach, and the popularity of the event. Most venues stick to standard formats, such as 3′ x 9′ banners, but also offer custom options to meet specific sponsor needs. These sponsorships are often set up as long-term deals, helping venues cover production costs while providing steady revenue throughout the season.
What Sponsors Want
Sponsors look for a few key things when investing in sideline signage:
- Audience Reach: Detailed data on live attendance and TV viewership makes sponsorships more appealing.
- Quality and Durability: Signs need to look professional and withstand weather conditions for the entire season.
- Safety Features: Protective padding is a big plus, aligning with athlete safety goals.
- Customization: Sponsors value flexibility in design and size, whether it’s the standard 3′ x 9′ format or a unique layout tailored to their brand.
Creating Sponsor-Ready Sideline Signs
Placing and designing sideline signs effectively can maximize sponsor exposure, ensuring their message reaches the audience while delivering clear advertising results.
Best Spots for Sign Placement
Where you place signs can make or break their impact. The most effective spots grab attention naturally during games and broadcasts.
"It’s really just a matter of strategically planning where your signage is located and what the benefit to the advertiser is for that location, and then you’ve got something viable to sell them. You want to pick locations that get in front of as many people as possible."
High-impact locations include:
- Near game clocks and pitch-speed displays
- Next to line-score boards
- Within primary camera angles
- Around team benches and sideline areas
Well-placed signs not only boost visibility but also make the sponsorship package more appealing.
Flexible Sign Options
Sideline signs are available in various formats that balance visibility, safety, and durability. Some popular choices are:
- Padded A-frame banners (typically 3′ x 9′)
- Rotational panel systems
- Backlit static displays
Digital Sign Features
Digital signage, like LED displays, has changed the game by allowing sponsors to showcase dynamic and customizable content.
"The beauty of LED signage is the changeability of it. A partner can come to us the morning of a ballgame and give us new creative for its LED sign that we can put up for that day’s game."
Digital signs offer several advantages:
- Instant updates to content
- Multiple sponsor rotations
- Interactive features
- High visibility, especially at night
This shift toward digital reflects a larger trend in the industry. As Shawn Bradley, chief operating officer of The Bonham Group Market Research Company, explains, "Facilities, both indoor and outdoor, are really trying to get away from standard static backlit signage to things that are more dynamic, things that can change and draw attention."
Setting Up Sponsorship Deals
Creating effective sponsorship deals requires a clear plan and strong communication. The goal? Secure sponsors, keep them happy, and make sure the deals are profitable. Beyond designing and placing signs, the structure of these deals plays a big role in boosting revenue.
Sponsorship Package Levels
Offer tiered sponsorship packages to cater to different budgets and goals. These packages should not only cover your costs but also bring in profit.
| Package Level | Typical Investment | Key Benefits |
|---|---|---|
| Bronze | $500 – $1,000 | Basic logo placement, single-game exposure |
| Silver | $1,500 – $3,000 | Logo placement, social media mentions, multi-game exposure |
| Gold | $5,000+ | Premium placement, season-long exposure, digital integration |
Here’s a pricing tip: calculate your baseline fee by multiplying your total costs (including delivery, sales, and servicing) by three. For instance, if your total costs are $1,000, set your baseline fee at $3,000. This ensures your sponsorship pricing covers expenses and contributes to your bottom line.
Writing Effective Sponsor Proposals
A strong sponsorship proposal should clearly highlight the value you’re offering and what the sponsor can expect in return.
"Sponsorship packages are products. They’re designed to help specific people (and companies) accomplish specific things – and understanding the who and the what is absolutely crucial to pricing them correctly."
Key elements to include in your proposal:
- Audience demographics
- Visibility metrics
- Expected ROI (usually 15-25% return on investment)
- Details on placement locations and exposure duration
- Methods for tracking performance
Keeping Sponsors Long-Term
Building long-term relationships with sponsors requires consistent communication and delivering measurable results.
Tips for sponsor retention:
- Regularly track and share performance metrics
- Hold quarterly review meetings
- Highlight successful outcomes in reports
- Address sponsor feedback quickly and effectively
"You’re not selling benefits, you’re selling marketing opportunity, and a comprehensive opportunity is going to provide a valuable platform for sponsors – much more valuable than the sum of the benefits a la carte."
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Proving Sponsorship Results
Demonstrating the success of sponsorship deals is essential for building long-term relationships. With brands spending close to $50 billion annually on sponsorships, showing a clear return on investment (ROI) is more critical than ever.
Measuring Sign Performance
Start by setting a solid baseline before launching any sponsorship campaigns. Focus on tracking these important metrics:
| Metric Type | What to Measure | How to Track |
|---|---|---|
| Reach | Audience exposure | Game attendance, broadcast viewership |
| Engagement | Audience interaction | Social media mentions, hashtag usage |
| Lead Generation | New contact acquisition | Website traffic, form submissions |
| Sales Impact | Revenue attribution | Promo code usage, local sales lift |
Pro tip: Use social listening tools to track brand mentions and audience sentiment during events where your signage is visible. This gives you immediate feedback on how your sponsorship is performing.
Using Performance Data
Turn your data into actionable sponsor reports by focusing on metrics that align with business goals. A common formula for calculating ROI is:
"ROI = (Net Profit ÷ Total Cost) x 100"
Key performance indicators to monitor include:
- Increases in website traffic during signage display times
- Changes in Marketing Qualified Lead (MQL) scores
- Growth in customer databases via text-to-subscribe campaigns
- Local or national sales boosts during sponsorship activations
These metrics provide a clear picture of how sponsorships contribute to measurable success.
Sharing Success Examples
When reporting results, include both quantitative and qualitative data. Nearly half of sponsors lack proper systems for tracking ROI, so presenting clear metrics can set you apart.
Focus your reports on:
- Metrics that show brand exposure
- Engagement statistics
- Financial outcomes
- Changes in customer lifetime value
- Indicators of improved brand perception
Always tie your metrics directly to business objectives to show how the sponsorship investment delivers results. This approach not only demonstrates value but also strengthens the case for renewal.
Conclusion
Sideline signage plays a key role in generating revenue through sponsorship deals. By combining smart design principles with modern digital features, it ensures sponsors get maximum visibility and engagement, driving both their success and revenue growth.
This type of signage not only boosts a brand’s presence but also strengthens its identity during events, leading to higher sponsor satisfaction and loyalty.
Three main factors contribute to successful sideline sponsorships:
- Strategic Design: Following proven design methods that balance wayfinding and promotional needs.
- Tailored Packages: Offering tiered sponsorship options that cater to businesses of all sizes while ensuring measurable outcomes.
- Performance Tracking: Using reliable systems to measure ROI and build lasting relationships with sponsors.
FAQs
How can sports venues negotiate sponsorship deals that maximize profitability?
To create profitable sponsorship deals, sports venues should focus on aligning goals, offering value, and ensuring clarity. Start by defining mutual objectives that benefit both the sponsor and your venue. Clearly outline the sponsorship assets being offered, such as digital signage, event branding, or other advertising opportunities, and emphasize their value by sharing audience reach and engagement metrics.
Be transparent about financial terms, including payment schedules and legal considerations, to avoid misunderstandings. Additionally, consider whether exclusivity clauses make sense for the partnership, as they can enhance sponsor appeal but may limit other opportunities. Finally, set measurable goals and agree on how success will be tracked to maintain a productive, long-term relationship.
What do sponsors look for when deciding to invest in sideline signage?
Sponsors typically evaluate several key factors before investing in sideline signage. First, they consider the visibility and reach of the signage, such as its placement, size, and the audience it will engage. A high-traffic area or an event with significant attendance can make the signage more appealing.
Second, they assess the brand alignment – whether their business values and target audience align with the event or organization hosting the signage. Sponsors want to ensure their investment resonates with the audience and enhances their brand image.
Lastly, sponsors look at the return on investment (ROI) potential. This includes opportunities for increased brand exposure, customer engagement, and measurable business outcomes like sales or leads. Providing clear metrics and examples of past successes can help you secure sponsorship deals more effectively.
How can venues show sponsors the return on investment (ROI) from sideline signage?
Venues can demonstrate ROI to sponsors by tracking key metrics that highlight the effectiveness of sideline signage. These metrics may include audience impressions, brand recognition, social media engagement, lead generation, and sales performance. By analyzing these data points, sponsors can see how their investment drives visibility and customer action.
Additionally, advanced tools like CRM systems and analytics platforms can help venues provide detailed insights into customer behavior and attribution. This ensures sponsors have a clear understanding of how sideline signage contributes to their overall marketing success, making it easier to justify their investment.
