Future Trends in Sports Venue Branding (AI, LED & Smart Arenas)

The forthcoming big event in Sports Venue Branding will be the integration of AI, LED and Smart Arenas.

Gone will be the days of attending a sports event as a professional at the venue, a few years from now.

It's possible you may not have to submit a ticket on your phone. Can be used to verify access as you approach the entrance via secure digital identity. The venue app may lead you to the least busy gate, suggest the quickest way to your seat and alert you that your food is ready for pick-up close by.

The programmable LED façade can be shown the colors of the team to which you support outside of the venue. In the interior, digital signage may be dynamic based on the traffic. Sponsor messages can be shown at times that are most relevant rather than all throughout the event.

Meanwhile, AI could be hard at work in the background. It might be watching the queues, energy usage, equipment performance and crowd density, and not interfering with the live experience in any way.

The game hasn't started yet but the venue is telling you.

This is the direction that sports venue branding is going.

Branding at stadiums for decades primarily consisted of physical. It included colourful logos, banners, sponsors and boards, branded seating areas and signage around the entrances and concourses.

They won't go away. They, however, will be integrated into a bigger system where physical branding, digital technology and live fan actions all come together.

Sports venue branding isn't going to be just brighter or "digital. It will be more responsive.

Sport Is Evolving Into an Active, Living and Ever-Changing Brand

Sports Venue Branding Is Becoming Dynamic

Typical venue branding is typically static.

A sponsor sign is made, printed and installed. It will stay there until the end of the campaign or until the campaign is replaced by a new sponsor. It's going to take time, manpower and more materials to update the branding.

This is where digital branding comes into play.

The ability to change identities in a matter of seconds can be achieved using a programmable LED system. One colour scheme, one football match sponsor package in a stadium and a different colour scheme and sponsor package in the stadium for a cricket match and a different colour scheme and sponsor package in the stadium for a concert.

The versatility is crucial as professional sports arenas are no longer sports or team-specific.

Contestants can compete in the following events at modern arenas:

• League matches

• International tournaments

• Boxing and M.M.A. shows

• Concerts

• Esports competitions

• Conferences

• Exhibitions

• Community festivals

• Private corporate functions

All organisers desire the venue to appear as they have been used for the event in particular.

Dynamic branding is key to that.

Rather than changing the signage or putting up temporary banners, venue managers can update digital displays, light, entrance signs and sponsorship messaging via a single system.

This can be achieved by various identities of the same building without its losing its identity.

LED Tech to Take Scoreboard Past the Scoreboard

The scoreboard started out with a simple function – to display the score and time.

Large displays are displaying live footage, player stats, instant replays, animation, sponsor messages and crowd prompts and entertainment between games today.

The next step will be to incorporate LED technology to the venue itself.

A good example is the Infinity Screen located at the Los Angeles' SoFi Stadium. It has almost 80 million pixels, and can be used to show different content on different sections simultaneously. It's a Scoreboard, a Entertainment Site, an Architecture and a Commercial Branding.

Next year, or the next, it's expected that there will be LED displays on many more than one screen.

Seating areas can be surrounded with digital ribbons. Content that can be interacted with can be displayed on the concourse walls. The exterior facades can be changed for the various functions. Signs can also dynamically change their content to prompt individuals to go to quieter sections.

Player entrances can be interactive experiences featuring coordinated lighting, music, graphics and branded storytelling.

Now think of a championship boxing bout.

Now think of a championship boxing bout.

When a fighter approaches the ring the colors of the arena are matched with the fighter's colors. Highlighted on LED screens are a variety of careers. The overall physical presentation is completed by the ring canvas, corner pads, side skirts and rope covers, and the event sponsor is added to the entrance sequence.

It's not just advertising.

A visual sequence of events that is coordinated.

It Will Become More Contextually Appropriate to Sponsor Brands

Sponsor Branding Will Become More Contextual

Traditional sponsor boards are an effective method of visibility, but have the same message irrespective of what is happening during the event.

With the help of smart digital systems, sponsor content can respond to context.

A timeout could be used for a drink advertiser to be on the pitch. If the players' statistics are displayed, a sportswear company might be featured. If an away match is announced a travel partner may show up.

On the action sports side of things, a sponsor graphic could be tied to fighter introductions, round breaks, replays or official results during the action sports events.

It provides more beneficial moments for sponsors as their branding is featured when audience interest is at its peak.

The intent should not be to advertise more, however.

The more logo- and sales-packed an environment is, the faster the fans get tired of it. The strongest branding will be in line with the event and will not be continually used to interrupt the event.

A sponsor needs to be involved in the experience...not hinder the experience.

AI Will Transform Into the "Venue Manager" Invisible to the Human Eye

AI Becomes the "Venue Manager" That Is Unseen by Humans

While it's possible that fans might not recognize it immediately, artificial intelligence could be the biggest impact on venue branding.

AI systems can learn from information on ticketing systems, parking systems, mobile apps, cameras, retail transactions, and connected sensors.

This data can be used by the venue manager to anticipate issues and take action ahead of time that can impact the audience.

AI can aid in the estimation of:

• Which entrance will it be easier to get in?

• In locations where food lines will be expected to form

• Additional staffing will be required when an increased need arises.

• What product would be the highest selling items

• How parking traffic should be redirected

• Our venue equipment needs to be maintained when:

• The messages that are most relevant to the different visitors

The beauty of a stadium is not the only aspect of branding.

It's also about the functioning of the stadium.

Even if the venue has a great logo and gorgeous architecture, the visitor will not remember it positively if he or she has to queue for an hour to get to their seats or if he or she has to wait a while and wait to get good customer service.

AI can enhance the hands-on aspect of the brand.

Effortless entry, clear signs and efficient services, creates a professional reputation at the venue.

That's a part of its brand image.

The Same Message Will Be Provided to Everyone Will Be Replaced by Personalization

The present stadium advertising is mostly based on a "one-message-for-everyone"-approach.

People with vastly different interests see the same promotion, but it seems it's thousands of people.

Gradually more personalized communication will be implemented in smart arenas.

If a family is arriving with children they may be informed of family entertainment areas. The directions to a stadium tour or museum might be given to a first-time visitor. Special merchandise designed for a season ticket holder may be available early to season ticket holders.

An in-house supporter might be able to see various apps content than an opponent.

Hospitality information may be provided to corporate guests, or transport information or offers on concessions to general admission guests.

This opens up the prospect of engaging smaller, but more relevant audiences for sponsors.

For fans it can be more meaningful to communicate.

But for personalisation to be effective venues must respect privacy.

Visitors need to be aware of the type of information being gathered, why it is necessary and how it will be utilized. There need to be reasonable choices for those who are not looking for services tailored to their needs.

Trust is as much as technology to the future of the branding.

Biometric Entry Will Lead to Both Convenience and Controversy

Biometric Entry Will Bring Convenience and Controversy

Biometric entry is already being rolled out in certain locations.

Visitors to Intuit Dome in California can enter using facial recognition via GameFace ID but will also be able to use an alternative digital Identity Pass if they don't wish to use the facial-recognition option.

It's clear why they are drawn to it.

Fans could wait less time for tickets or be at turnstiles or paying for tickets. A smoother entrance results in a better first impression and will enable visitors to spend more time enjoying the event.

Biometric systems also pose some significant questions, however.

Whose face is this? How well is it kept? How many days is it stored for? Is it possible to use it for entry other than what it was intended for? Suppose that the system misidentifies someone, what is the consequence of that?

These aren't just a few little technicalities.

They directly impact on the reputation of the venue.

Technology and transparency are important issues in a stadium, and if the stadium is based on advanced technology and lacks transparency, it does not necessarily guarantee public trust.

A high number of visitor data points will not be the strongest smart arena brands. They will be the ones that make information clear, responsible and provide meaningful choices to people.

Smart Arenas Will Be Connected Ecosystems

It's not just about the size of the screen, a venue can still be considered smart.

A really smart arena is a venue where various technologies converse with each other.

The ticketing system is linked to the access control. Access information is linked with crowd-management software. Crowd data + Digital signs. Retail systems are linked to the inventory. Energy systems are linked to the occupancy sensor.

Think about what would happen if one concourse all of a sudden was really packed.

The increase of foot traffic is detected by sensors. The motion is analysed by AI. Some visitors are directed by Digital signs to another path. The venue app suggests an alternative restaurant that is not as crowded. The staff is alerted as to the location of assistance needed.

The fan only has a more comfortable ride.

Smart venue technology is there to do just that.

Should help people to solve problems without making it more complicated.

Technology that is not noticed by visitors might be the best.

It Is Easy to See How Digital Twins Will Aid Venues to Test Ideas Prior to Events

Digital twin is a virtual image of a real place.

Can be seating plans, entries, cameras, environmental systems, sponsorship or crowd-flow information.

Venue operators may test out scenarios before they occur with this virtual model.

For example:

• Now, if there were two entrances, what would be the consequences if both were closed?

• If a merchandise stall is moved would there be a reduction in congestion?

• For a concert that is "sold out", how many staff members are required?

• What would be the evacuation time for the visitors of a specific area in a disaster?

Sports venue digital twin research reveals that models can be used to manage the crowd, to plan for maintenance and resource allocation, and to make decisions for more spectator-centric operations.

Digital twins have the potential to revolutionize branding, too.

Event organizers might be able to try out the logos from a variety of camera angles before installing them. They could test LED content, pinpoint blocked sightlines and determine the number of times the brand surfaces on the LED during the broadcast.

This would help to the extent of making the sponsorship plan measurable.

Rather than just guaranteeing that a logo will be seen, venues can let potential sponsors know where, when and how often the logo will be seen.

The Digital Layer Is Set to Be Added to Live Sport Thanks to Augmented Reality

The fans are already using their cellphones during games.

They take pictures, make videos, look at statistics, message with friends and follow the social media discussions.

The upcoming venues will create experiences based on the behavior, not try to prevent it.

With augmented reality, the fans could point their phones at the field and see player data, real-time statistics or past data.

In a cricket match, an AR feature could include field placements, wagon wheels or the path the ball might take.

View formations and performance info at a football match.

In a boxing competition, one may find records of the boxers, comparisons with others, the statistics of the punches, or branded introductions.

A virtual photo opportunity with a player/fighter can be developed by a sponsor. Children would be able to embark on an AR treasure hunt around the concourse. An historic moment might come to life via a mobile device in a stadium museum.

These experiences can enhance the interactive aspect of the venue, but should not be a detractive.

Anyone who goes to a sporting event wants to be there.

This should be used for adding context and entertainment – but not as if they were watching it through another screen.

The Sustainable Transition of Visible Branding Into the Future

Visible Branding's Move Towards Sustainability

Venues are now increasingly partaking in environmental performance and making it a part of their self-presentation.

Smart sensors can be used to track electric consumption, water consumption, temperatures, lighting systems, and waste systems. AI can adapt energy consumption based on the number of people, weather and activity in various areas of the building.

LED systems can also provide more dramatic lighting presentations, and save on energy consumption when compared to many other older systems.

In Pakistan a case study is often useful.

Arenavision LED floodlights have been installed at Stadiums in Lahore and Karachi for their stadium enhancement projects, and these LED lights enhance the coverage of the field, broadcast presentation and dynamic lighting, and consume up to 50% less electricity than conventional flood lighting.

The Pakistan Cricket Board also said that the work of the major renovation and development of the venues for players, spectators and international events has been going on uninterrupted till 2025.

This is key, since the smart arena transformation doesn't always mean constructing a brand new stadium.

Current venues can be brought up to date over time.

Their projects can start with LED floodlights and video displays; then ticketing and wayfinding technology, mobile services, energy monitoring, and crowd-management technology can be improved.

Individual, each improvement can be a component of a larger branding campaign.

The Term "Smart Branding" Is Now Being Applied to Brands Other Than the Billion-Dollar Brands in the Stadium

Smart Branding Is No Longer Restricted to the Billion Dollar Brands in the Stadium

Technology is typically the first to be used in the high-profile units, usually on the international level.

Technology, however, over the years gets cheaper.

Digital branding is becoming a reality in smaller venues with cloud-based software, modular LED boards, QR-code experiences and mobile ticketing and automated analytics.

It's possible a local boxing promoter doesn't require a massive, center hung screen.

There's still time for the event to utilize digital rotations of sponsors, personalized entrance screens, branded live stream graphics and QR codes that link fans to profiles of the fighters and/or event swag.

A boxing gym can also establish a more powerful visual identification without setting up intricate technology.

This is the physical and digital aspect of branding where they connect.

The Ring Authority, for instance, specialize in custom boxing ring canvases and such accessories as rope covers, corner pad covers, turnbuckle covers and side skirts. These surfaces offer a uniform physical identity for gyms and promoters that will be visible in pictures, livestream, training videos and on social media.

It's not about having to have artificial intelligence or a large LED screen in every gym.

It's all about how each and every visible aspect of a venue can be a part of the brand.

If the fight venue is smaller, the ring that is professionally branded could be the most valuable media surface in the building. The canvas is under the athletes during the fight. There are still multiple camera angles showing corner pads and side skirts. Each highlight clip may live on as a reminder of the event afterwards.

The first step to smart branding is to know where to look for attention and how to harness it for your brand.

The Design of Physical Venues Will Be Impacted by Livestreaming

Livestreaming Will Have an Impact on the Design of Physical Venues

Branding is now not just for those who are sitting in the venue.

It should also be accessible to TV viewers, YouTube, social media and subscription streaming audiences.

This will impact on the positioning of branding.

A great looking logo in the most forward row, can be less visible to the primary camera. A well-detailed design could distort the text on a small mobile screen. Under professional lighting, reflective materials can produce a glare.

Further branding will be introduced on the venue - both physically and digitally.

Promoters will consider:

• Broadcast camera angles

• Mobile-screen readability

• Lighting reflections

• Livestream overlays

• Vertical social-media clips

• Highlights and visibility of replay.

Boxing is sort of a stage and a broadcast set simultaneously.

The canvas, ropes, corner pads and skirts need to be presentable inside the building, and be visible on camera.

It's another sign that, even with smarter arenas, physical branding will remain a significant factor.

The digital world can evolve quickly, but whatever it is, good visual design is the key.

The Risk of Using Technology for Technology's Sake!

All innovations don't necessarily enhance the fan experience.

An intricate application can generate aggravation. But too many notifications can take your attention away. There might be some people who are not comfortable with the possibility of facial recognition. Many LED displays can be distracting, and not enhancing the mood.

Venue managers need to not just add the latest tech for the sake of it.

All investments ought to have a practical purpose:

Is this an improvement on the fan experience?

It could be useful if it cuts down queues, makes things safer, makes information easier to understand or makes it an unforgettable memory.

Anything that leads to extra steps, gathers irrelevant information or diverts fans from the game can be an expensive issue.

The best smart arenas will be both innovative and at the same time easy to use.

This Is the Human Experience That Will Remain the Most Important

For the fans, it's not about having to use a different payment method or choosing a different screen to use on their TV.

They go to observe a live event for excitement, competition, festivity, bonding and shared emotion.

AI can help minimize waiting times.

LED displays can be used to make a show.

Safety can be enhanced by smart systems.

Digital twins can be used to help plan better.

With augmented reality, more information can be added.

However, there is no genuine passion that can be created by technology.

A last minute goal, a finish in the final over and a championship knockout make for memorable moments as thousands of people experience one together.

The job of the brand is to make sure there's the right space for those times.

It should give the fan the impression that he/she has been taken to a special place, with a history and a character, and a certain energy.

Final Thoughts

Sports venue branding will be intelligent, connected and responsive in the future.

LED displays will no longer be just used on scoreboards and will be used as part of the arena architecture. AI will facilitate the management of crowds, individual communication and enhance operations at venues. Organizers can conduct tests for layouts and placements of sponsors in advance of events using digital twins.

While biometric systems can speed up entry, it will also raise the profile of matters relating to privacy and trust for venues. The interaction that augmented reality will bring, as well as sustainability technology, will be added to the mix of how venues share their values.

Such changes will not be just confined to huge, international stadiums.

Smaller arenas, boxing gyms and local event promoters will also benefit from the modular displays, digital tickets, livestream branding and automated reporting and analysis.

The potential for businesses with an association to fight events is in marrying physical branding to digital. It's not just the people in the gym that will see a custom ring canvas or custom branded accessories. It may show up in live streams and promotional photos, sponsor reports and social media videos for years.

Technology is not going to replace physical branding, it is about enhancing it.

It's all about working together.

Not all the most impressive venues will be the screens that are the biggest, the number of sensors or the complexity of the applications. It will be the space that will merge seamlessly the architectural, the brand and the technological with the emotive.

Fans likely won't know the nitty-gritty of all the systems in play.

They will just feel that it's simpler to enter, the ambiance was more powerful, the information was beneficial and the whole building was alive.

That's how a new era of sports venue branding will be defined.