Back to overview

Take Your Advertising to the Next Level with Perimeter Advertising – The Perfect Advertising Space in Photo Quality for Your Sponsors

Your sponsors want to be seen, and your club needs a stable source of income? Banner advertising offers an unbeatable solution. In this article, learn how strategically placed advertising in your stadium can not only make your sponsors happy but also lay the financial foundation for your club's success.

spized | Club management

August 7, 2024 |

Whats’ on this page

1. The Importance of Perimeter Advertising in Sports

2. What is Perimeter Advertising?

3. The Unique Aspect of Perimeter Advertising in Football

4. How to Implement Perimeter Advertising in Your Stadium: Choosing the Right Materials and On-Site Installation

5. Successful Perimeter Advertising Stands Out

6. What Benefits Does Your Club Gain?

7. Conclusion: The Path to Successful Perimeter Advertising

Growing together!

Discover our new partner for large format printing: bannerstop!

At Spized, we are always looking for new ways to support you as clubs holistically. That is why we are excited to introduce our new partner bannerstop – with over 85,000 customers, a true expert in large format print products.

Why bannerstop? Bannerstop is the specialist for stadium advertising, club advertising, and everything related to large format print products. From banners and flags to plate printing – at bannerstop you will find everything for your events, games, and club activities. Based in Cologne, we share not only the city but also our values: highest quality and absolute customer satisfaction.

We are excited to work with a company that shares our passion for quality and customer-centricity. To get to know bannerstop easily, you will receive a one-time 20% discount on your first order at bannerstop.com. Just use the discount code “spizedbanner” at checkout and save 20% on your entire order.

The Importance of Perimeter Advertising in Sports

Perimeter advertising is a reliable way to offer sponsors of clubs, as well as operators of small and large sports facilities, an unmissable advertising space. Today, perimeter advertising is used not only in professional sports like football. It also makes sense in indoor sports or at the local sports ground to profitably equip the edge areas of the playing fields with advertising. Many concerns of a sports club depend on money. Regularly, new kits and club clothing are needed, consumables like balls, rackets, or field markings must be replaced, and the maintenance and upkeep of the sports field, hall, or stadium add to ongoing costs. To meet all these needs, most clubs maintain a fund that is mainly filled through membership fees, ticket sales, and donations, which, especially for smaller clubs, often barely covers the essentials. Therefore, building a solid income stream through advertising sounds sensible, but the worries about the necessary effort compared to the desired benefit discourage many. However, perimeter advertising is much less problematic and more profitable in terms of cost and effort than one might think.

What is Perimeter Advertising?

Many will be familiar with perimeter advertising from football or other sports played on respective sports grounds. The "perimeter" defines an area or barrier that encloses the playing field and separates it from the spectators’ areas, as well as the substitute and coaches’ benches. Since most field sports involve balls, pucks, and especially full physical effort, these barriers also serve to protect the audience. Sports events in ice hockey, rugby, or baseball would be unthinkable without proper protective measures for the audience. Therefore, these barriers are generally built very robust and comprehensive. The result is an approximately waist-high ring surrounding the entire playing field, which is excellently suited as advertising space and is almost invariably used this way. During a game, the viewers' attention is continuously focused on the playing field, so the opposite perimeter never leaves their sight. This also applies to local press photographers and especially to cameras broadcasting a game live in the media, often reaching an audience in the millions. This makes perimeter advertising extremely attractive, not only in the large stadiums where championships are held and top clubs host their training and home games. Even at the regional level, tens of thousands of sports enthusiasts visit the sports halls and stadiums of their clubs each season and accompany them to their games across the country.

The Unique Aspect of Perimeter Advertising in Football

Football is the number one sport regarding fan and spectator numbers in this country and large parts of Europe. No other sport receives remotely comparable media attention, even at the regional level. This may be a matter of tradition, classifying football as a national sport in many places, with enthusiasm often passed down through generations. Americans have a similar passion for football, a sport played in similarly sized stadiums. Unlike other team sports like hockey, basketball, volleyball, or handball, football playing fields are large areas that offer players enormous freedom of movement and constantly draw the spectators' attention over wide areas.

How to Implement Perimeter Advertising in Your Stadium: Choosing the Right Materials and On-Site Installation

Advertise Your Advertising Spaces
Large-format logos or company names
Few words with a clear message
Strong contrasts and bright colours
Weather-resistant and durable printing materials
Solid mounting without sharp edges

The first step to optimal perimeter advertising is to draw attention to the advertising spaces. Create a neutral layout and show potential sponsors where their advertisement could be placed. Advertise individual plots in the local newspaper or on the club’s website and directly approach companies in your region. The next step is designing the motif. Logos or company names should be displayed as large as possible to be clearly recognisable. The same applies to text passages or advertising slogans. The rule for perimeter advertising is: less is more! Even though the viewing distances on a football pitch are much greater than, for example, on a tennis court or in an ice hockey hall, the important elements of the advertising message should still fill most of the perimeter height even on smaller sports grounds. To further enhance visibility and recognition, work with strong contrasts and bright colours. Many company logos already use these methods, ensuring their products are unmistakable from a distance. So, experiment with colours and contrasts or advise sponsors on the possibilities of professional consultation. As important as the motif are the print quality and the printing material's nature. Different materials may be suitable depending on the situation on-site. For example, flexible continuous banners are suitable for short-term use and allow large-scale perimeter advertising even with a limited budget. Typical continuous banners are made of lightweight fleece or durable PVC tarpaulin. Both variants are equipped with eyelets all around for fastening and can be conveniently rolled up for transport. The more professional, but also more expensive way to install perimeter advertising in football or other sports stadiums is through panel printing. Large-format panels made of PVC hard foam or aluminium composite materials, up to 3m per segment, are printed in photorealistic quality using the UV direct printing process and can then be seamlessly connected. An environmentally friendly alternative is lightweight foam boards, PVC-free and 100% recyclable, available in larger lengths upon request. The type of fastening depends on the material used and the local conditions. Continuous banners can be attached to bars and railings with tension fixes, cable ties, or flexible bungee cords, while panels usually require solid screwing on firm surfaces. When screwing, ensure that countersunk screws are used, whose heads, when processed correctly, finish flush with the panel's surface. Alternatively, screws can be covered with special plastic caps for safety. It is important to avoid edges and cover screw heads to eliminate injury risks for athletes and visitors from the outset. In case of uncertainties regarding the installation, consult a professional if possible.

Successful Perimeter Advertising Stands Out

A crucial aspect of advertising is creativity. Specifically, the ability to approach a topic creatively and add a punchline that leaves a positive impression on the viewer. Perimeter advertising is increasingly proving to be suitable for this purpose. Well-placed advertising can be found everywhere, such as the representation of a more than 10-metre-long baguette by the company SUBWAY, with the slogan “Think Big!” or the perimeter advertising by Comdirect during a BVB home game, which perfectly blends in with the fan stand’s image. So be creative, use the large, long spaces for striking elements, and create advertising that stands out together with your sponsors.

What Benefits Does Your Club Gain?

It is evident that sponsors are an indispensable and sustaining element for a club. To bind these sponsors to your club or location for the long term, various strategies can be employed, and certainly, nothing beats the sporting success of your team. However, providing large-format advertising spaces should not be underestimated. Showcase the available opportunities. Use events like club celebrations or successful renovations to invite the local press for photo sessions on the field or in your hall. Ensure full spectator stands with friendly matches and special events and give your sponsors the feeling of a good investment.

Conclusion: The Path to Successful Perimeter Advertising

In summary, the effort and investment in comprehensive perimeter advertising are more than justified by the potential gain. Both advertising space and audience are available. Willing sponsors can be recruited, and printing and installation are quick and cost-effective. View the investment in perimeter advertising as an investment in the club’s future. Support your players, coaches, and club members, and ensure satisfied sponsors and a reliable source of income with the right perimeter advertising, allowing you to focus on what matters most.