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Almost all clubs in the ADMIRAL Bundesliga have not fully marketed their LED boards, and there are still several TV-relevant minutes per match to be purchased. GAK is taking innovative steps to get closer to its goal of 100% LED marketing.
The LED perimeter board is one of the most popular advertising spaces in professional soccer for sponsors, second only to jerseys. Creative animations can be used to make LED perimeter board advertising memorable, and good visibility in the stadium and on TV is guaranteed.
Despite all the attractiveness for clubs and sponsors, de facto no Bundesliga game is marketed on the LED perimeter board. Free minutes are in many cases filled with self-promotion of the clubs (e.g. to promote tickets, the fan shop or membership). Sure, that can also have a benefit and generate revenues. However, income from sponsors is usually the financially preferred option.
Grazer AK relies on StadiumADS
Grazer AK is taking an innovative approach to optimizing ist LED board marketing revenues. With StadiumADS, a stadium and jersey marketing tool developed in Austria, individual board cycles can be animated in the 3D model of the Merkur Arena within minutes, accompanied by fan chants and numerous other details that convey an authentic Graz stadium experience. The 3D animation is then sent by email or WhatsApp to potential partners by the sponsoring team led by Sebastian Pernhaupt.
Haydnbräu and Müllner Bau against Rapid on the boards
With this digital approach, the GAK was able to win over two companies to present their brand to a large audience for last weekend’s top game against SK Rapid. The fact that Haydnbräu (Burgenland) and Müllner Bau (Lower Austria) are non-Styrian, medium-sized companies reinforces the justified assumption that it makes sense for sports clubs to think outside the box in a familiar way.
Sebastian Pernhaupt, Head of Sponsoring at Grazer AK, values StadiumADS’ marketing support above all for its efficient approach. “Even though GAK has a great tradition, in our first Bundesliga season we are, logically, not as broadly positioned as the top 4 clubs. It is therefore important to get the maximum out of the time available to our small team. StadiumADS is a great support in this, as we can standardize essential processes of our marketing, but also convey a great deal of authenticity of our club and effectiveness of its sponsorship to potential sponsors.”
The fact that 3D animations created with StadiumADS are well received by the sponsor is confirmed by Haydnbräu boss Jochen Lehner: “I have often invested in both amateur and professional sports and am therefore familiar with various sponsorship presentations by clubs. The GAK’s approach was new to me and convinced me very quickly. You get a great impression right on your smartphone of how your sponsorship is received by TV viewers.”
