If you’re looking to boost brand visibility at sporting events, pitch side advertising banners offer one of the most effective ways to capture attention. Positioned prominently around the field, these banners are seen by both live audiences and television viewers, maximising your reach. Understanding how to use them strategically can make all the difference to your campaign’s success.
Benefits of Pitch Side Advertising Banners
Pitch side advertising banners deliver high visibility in a way few other formats can match. They sit directly in the line of sight during matches, meaning spectators can’t miss them. For brands, this translates to repeated exposure throughout the event, reinforcing your message without additional effort.
Television broadcasts amplify this effect. Cameras frequently pan across the pitch, capturing your banner in frame during key moments. This extends your audience far beyond the stadium, reaching viewers across the country or even internationally. Research from Nielsen Sports shows that pitch side advertising can generate millions of impressions per match, depending on the event’s broadcast reach.
Another advantage is the association with the sport itself. Aligning your brand with a team or league can enhance credibility and foster positive sentiment among fans. This is particularly valuable if your target audience overlaps with the sport’s fanbase.
Types of Pitch Side Advertising Banners
There are several types of pitch side banners to choose from, each with distinct characteristics. Static banners are the most traditional option. They display a single message or logo throughout the event and are often printed on durable vinyl or mesh material. These work well for straightforward branding and are cost-effective for smaller budgets.
LED banners offer more flexibility. They allow you to display rotating messages or multiple advertisements during a match, maximising the value of your space. This format is particularly useful if you’re part of a sponsorship package shared with other brands or if you want to highlight different products or offers.
Digital perimeter boards take this further by incorporating video content and animations. They create dynamic, eye-catching displays that stand out even more. However, they come with higher costs and may require additional technical support, so they’re better suited to larger campaigns.
How to Choose the Right Banner
Selecting the right pitch side banner depends on your goals, budget, and the event itself. Start by considering your primary objective. If brand awareness is your focus, a static banner with bold, simple branding might suffice. If you’re promoting a specific product or campaign, an LED or digital board that can display multiple messages will give you more versatility.
Think about the audience too. A local match with a smaller crowd may not justify the cost of digital advertising, whereas a televised league game with millions of viewers could make it a worthwhile investment. Look at historical broadcast data if available to gauge the potential reach.
Placement matters as well. Banners positioned behind the goal or along the halfway line tend to receive more camera time, increasing their visibility. Speak to the venue or sponsorship agency about the best locations for your budget.
Finally, consider the design. Your banner should be legible from a distance and on screen. Use high-contrast colours, large fonts, and minimal text to make sure your message is clear. Avoid cluttered designs that dilute your branding.
Make Your Banner Work Harder
Pitch side advertising banners can be a powerful tool for building brand presence, but their effectiveness depends on strategic planning. Whether you opt for a static display or a dynamic digital board, focus on clarity, placement, and alignment with your audience. With the right approach, your banner won’t just be seen—it will be remembered.