Athletic Stadium Advertising and Signage

Paper Summary:

This paper reviews the kinds of leading-edge signage found in today's major league sports, the information that signage offers beyond mere branding, and the trends in stadium and home-viewer sports advertising.

From the Paper:

"In the book, Ballparks (Von Goeben, 2001), there is a black and white photo of the Polo Grounds in New York, taken around 1911, with only two billboards prominently displayed "the billboards advertised "ESCO Hosiery" and "Adlers Gloves" " that probably cost less than a hundred dollars each. That was a lot of money back then. But by 1952, in another photo in the Ballparks depicting a World Series game at Ebbets Field in Brooklyn, signage was taking up most of the interior walls of the stadium. Thirteen billboards at ground level "approximately 30-40 feet wide each" were visible from the left field corner to the scoreboard in right center. And one wonders how much those billboards brought in for the teams. Not very much, in today's dollar terms. But whatever the pittance was, it is dwarfed millions of times over by the $10 million a year Reliant Energy pays in 2003 to be the "sponsor" of the NFL's Houston Texans stadium, or the $7.6 million FedEx pays annually to get its logo "and name" on the Washington Redskins' football field."

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