Last week I went to the north of London and the
Tottenham Hotspur Stadium
. I was there for the #spurs game but couldn't help but also be impressed by this state of the art arena and its DOOH focus.
British football arenas in general and this in particular represent an interesting and uncommon Out Of Home (OOH) environment. It opened on 3 April 2019 and has taken Digital Out Of Home into serious account.
The pitch is lit by 324 LED floodlights, arranged in 54 groups of six and attached to the columns of the roofing system.
?? There are four large LED screens inside the stadium, the two on the south side are the largest of any stadium in Western Europe.
??There are also two facade video displays on the outside of the stadium
??Three tiers of LED halo displays inside
And to top it off, nearly 1,800 video screens in and around the stadium.
Football stadiums are obviously isolated OOH arenas but they're an interesting OOH phenomenon.
- Passionate Fanbase: British football enjoys a massive following both domestically and internationally. The passionate and loyal fanbase contributes to the vibrant atmosphere within the stadiums. This fervor creates an engaging environment that extends beyond the game itself, making it an ideal space for brands to connect with consumers.
- Cultural Significance: Football holds immense cultural significance in Britain and elsewhere. It's deeply ingrained in the social fabric and identity of communities across the country. As a result, football arenas serve as hubs of cultural exchange and interaction, drawing people from various backgrounds and demographics. Probably a little more so a couple of years back though.
- Emotional Engagement: Football is an inherently emotional experience. From the highs of victory to the lows of defeat, fans ride an emotional rollercoaster throughout the match. This emotional engagement creates a receptive audience primed for brand messaging. By aligning with the passion and excitement of the game, brands can forge meaningful connections with consumers. The digital displays play an important part here.
- Social Interaction: Attending a football match is a social activity, often shared among friends, families, or communities. This social aspect fosters interpersonal connections and group dynamics within the stadium. Brands can leverage this communal atmosphere to facilitate shared physical experiences or promote social interaction around their offerings.
- Brand Association: Many Premier League football clubs have established themselves as iconic brands with global recognition. Associating with these clubs can enhance a brand's image and credibility, leveraging the positive associations and values associated with football culture.
One brand amongst others that have picked up on the stadium aspect is Lay's in their recent ad featuring iconic players Beckham and Henry.
