Trends and Observations for On-Site Sport Event Marketing

From changes in content creation to the evolution of digital and printed graphics, the landscape of on-site sport event marketing is undergoing remarkable transformations. Fuelled by ongoing technological advancements, these shifts are reshaping how sports federations and event organisers engage with their audiences.

At ARIAN, we want to leverage our expertise and industry insights to help you navigate this evolving marketing landscape, so we have compiled some key insights we’ve observed in this blog and will explore how these aspects are reshaping the industry.

Design & Print Efficiency

Auto-artwork templates and design materials are used efficiently to minimize ink usage, material waste, or unnecessary colours and reduce the overall production costs. Similarly, the use of the latest digital printing devices, combined with automated fulfilment systems, is reducing obsolescence and stock management fees, whilst also increasing the localization and customization of content.

Process Optimization

Implementing streamlined processes, automation or digital platforms for ordering, proofing, and managing print jobs is reducing administrative overheads and errors, contributing to overall cost savings.

Brand Guardianship

The use of integrated colour management systems, advanced digital printing technologies and customised substrate strategies is enabling venues and sponsors to maintain brand consistency across their product portfolio, creating opportunities for increased brand revenues, engagement and advocacy.

Strategic Partnerships & Sponsorships

Partnership integrations with sponsors or advertisers is more often leveraged to offset printing costs in exchange for promotional space on printed materials.

Personalised Content

With the help of tracking software and data analytics, stadiums can tailor content to specific audience segments. This enables personalized messaging, targeted advertisements or customised content based on the preferences of individual fans.

Interactive Fan Engagement

From experiential fan zones, to outside and inside stadiums, the merge of traditional and digital media is creating immersive and integrated experiences. The integration of localised and customised printed hoardings and facias, combined with LED displays, interactive games and social media content is engaging audiences at an all-time high.

Augmented & Virtual Reality

Stadiums are increasingly using AR and VR to enhance the viewing experience, overlaying data onto the live game, giving fans access to additional information, match stats, and interactive content through their mobile devices.

Data Capture & Insights

The ability to capture data in real-time, such as visitor profiles, behaviours, and at-venue movements, both inside and outside stadiums, is providing an opportunity to drive enhanced on-site sales such as food and drink, whilst also informing security and safety resourcing.

Sustainable Practices

We are designing a lot more hoardings, graphics, facias and fan experiential zone materials where the core structures are reused across multiple events, reducing environmental impact as well as cost. There is also an increased uptake on sustainable printing practices, such as using recycled materials or eco-friendly inks, which can offer long-term cost benefits and enhance brand image.

Community Engagement

We have seen an increase in printed materials that highlight the organisation’s involvement in community initiatives, charitable causes, or sustainability efforts, fostering a positive brand image.

Environmental Adaptability

Stadium graphics are becoming more adaptive, influenced by different seasonality, weather, time, and event conditions. This helps to create more immersive and engaging experiences for fans, blending entertainment, information, and technology seamlessly within the stadium environment.

Safety & Compliance

The integration of digital screens and printed materials is augmenting the way that safety guidelines, emergency procedures, and stadium rules are presented throughout the venue, improving safety and enhancing visitor awareness.

Experience you can trust in

At ARIAN, we specialize in delivering first class brand marketing print solutions for global businesses and organisations, backed by over 50 years of experience to support your projects.

We want to help you elevate your event through bespoke and high-quality display solutions and support your marketing campaigns with a range of creative, design and fulfilment services.