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Stadium Advertising: A Sporty Opportunity

Why do you need to understand the advertising opportunities in stadiums? So you can help to sell it to your client. Discover what you need to know about stadium wrappings sporty opportunity.

By Jennifer LeClaire

Have you ever considered wrapping a stadium? No job is too big for skilled vinyl installers. You could cash in on these megawraps.

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  • What’s good for the advertiser is often good for the vinyl installer, at least when it comes to new trends in outdoor advertising.

    Stadium graphics and all out stadium wraps are one such example. Stadium graphics, of course, are nothing new. But major stadium wraps are emerging as the next major trend in sports advertising, one aspect of outdoor advertising.

    Out-of-home advertising industry revenue grew 7 percent in 2007, accounting for $7.3 billion in total spending, according to the Outdoor Advertising Association of America.

    “Out-of-home was one of the strongest performing media segments last year, growing at a pace higher than the overall ad industry,” says OAAA Chief Marketing Officer Stephen Freitas. “Despite a slowing economy, the out-of-home industry posted a moderate gain in the first quarter of 2008.”

    Breaking Down the Demographics
    The sheer demographics are driving the trend toward stadium wraps, and it’s important for vinyl installers to understand that. Stadium goers are sports fans first, but consumers of various products and services second.

    That offers a two-fold opportunity: (1) dressing up the stadium to appeal to the home crowd, complete with mega player banners and pole wraps, and (2) wrapping kiosks, concession stands, souvenir stores and even trash bins with advertising for cars, clubs and everything in between.

    Why do you need to understand the advertising opportunities in stadiums? So you can help to sell it to your client.

    Stadium owners themselves are your primary opportunity. Beyond the interior wraps, you can also sell your potential clients on mega wraps of the building’s exterior. This is a savvy way to advertise the stadium on the sly, using artistic images that won’t force an advertising permit.

    A Stadium Wrapping Case Study
    Let’s take Roger Dean Stadium in Jupiter, Fla. as an example. This isn’t even one of the major league stadiums, yet the opportunities to reach out to a lucrative demographic are clear.

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    Nineteen percent of Roger Dean Stadium goers earn between $50,000 and $74,999 a year. Another 18 percent earn $75,000 to $99,000 a year. Four percent earn $100,000 to $149,000 per year and 5 percent bring home between $150,000-$199,000 a year.

    Let’s drill down just a little deeper. A full 6 percent boast a household income of over $200,000. What’s more, the gender breakdown is almost evenly split: 48 percent women and 52 percent men.

    Of course, the demographics will change from stadium to stadium and from city to city. But most stadiums offer this type of information. It behooves you to understand the opportunities in your area.

    Breaking Down the Sports Industry
    Now let’s take it a step further. The estimated size of the entire sports industry in the United States was $410 billion in 2007, according to Plunkett Research. Yes, that’s billion with a “B.”

    The annual company spending for sports advertising stateside is $32 billion. While this covers way more than stadium advertising, it is certain that stadium wraps are earning a growing share of this growing pie.

    Whether you work directly for the stadium or do installs for advertisers the stadium woos, educating yourself on the local market ­ or any market in which you work ­ offers the impression that you are on top of your game.

    So what are you waiting for? Why not start scouting stadiums in your local area today ­ large and small. You might find your next profitable niche. Stay tuned for more articles on how to design and install vinyl in stadium settings.

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