Turn Game Day into Pay Day with Video Display Advertising
High school sports events draw big crowds. They’re one of the few remaining places where families, students, alumni, and community members gather in person, on a regular basis, to cheer for something they believe in. That makes them more than a school tradition—they’re a marketing opportunity.
With a digital scoreboard or video display system in place, every home game becomes a revenue-generating platform. By selling display advertising to local businesses, schools can create a consistent income stream that supports athletic programs, facilities, and student activities.
This guide walks through how to turn your video display into a structured, sustainable revenue source—starting with your next game day.
The Revenue Potential of Game-Day Advertising
Local businesses are always looking for meaningful ways to connect with their communities. A digital display at a packed high school football or basketball game delivers just that.
Unlike other forms of local advertising, a school event provides direct access to families and students in a trusted, family-friendly setting. Businesses benefit from brand exposure that feels natural and community-oriented. Many sponsors even report stronger brand recall when their ads appear in environments that carry emotional significance—like a Friday night under the lights.
Varsity Scoreboards’ video systems support a variety of ad formats, including:
- Full-screen static or animated spots during timeouts or breaks
- Rotating logo placements around the scoreboard frame
- Halftime sponsor reels
- Event-specific promotions tied to themes like Homecoming or Senior Night
Because the system can be customized to each event, schools have the flexibility to sell multiple ad types and price points to a wide range of sponsors.
The Structure of a Profitable Advertising Strategy
Generating revenue isn’t about selling a few ads—it’s about building a repeatable system. That starts with a well-organized advertising structure.
Most successful programs start with a simple sponsorship tier system. For example:
- Season sponsor: top-tier placement during all home games, plus special event promos and social media mentions
- Game-day sponsor: exclusive features during one or more specific events
- Supporting sponsor: inclusion in logo rotations and sponsor reels
Each tier should include clear deliverables: number of impressions, placement type, and any bundled extras like mentions over the PA system or inclusion in printed programs. Schools can also offer discounts for multi-event packages or multi-season commitments.
With Varsity Scoreboards’ scheduling software, ads can be preloaded, timed, and rotated automatically. This saves staff time and ensures that all sponsor commitments are met consistently, game after game.
The Process of Securing Local Advertisers
Selling advertising space is simpler when you start with businesses that already support your school. Look at yearbook sponsors, concession stand contributors, or local businesses that advertise in school programs. These organizations already see the value of engaging with your audience.
From there, build a list of additional prospects:
- Restaurants and cafes near campus
- Local banks, clinics, or insurance agencies
- Alumni-owned or family-run businesses
- Community sponsors from other youth sports leagues
When pitching, focus on three key benefits:
- Visibility in front of hundreds of local families
- Goodwill from supporting school programs
- Affordable reach compared to other advertising channels
Use mockups or demo videos to show sponsors exactly how their ad will appear on the screen. Varsity Scoreboards provides tools to help schools create visuals that make a strong impression during sales conversations.
The Role of High-Impact Content in Advertising Success
Ad performance depends on more than placement. It depends on whether the content catches attention and communicates clearly.
A digital scoreboard is a large-format display viewed from a distance, often in daylight or under stadium lighting. That means content needs to be bold and simple:
- High contrast colors for visibility
- Large, legible text that communicates key points quickly
- Minimal copy with a clear call to action
- Visual motion or animation that fits the game-day energy
Schools can help sponsors get better results by offering layout templates or design tips. Many schools even work with media students to create sponsor content, giving students real-world experience while helping businesses look their best.
Varsity Scoreboards offers standard creative specifications and supports common media formats, so it’s easy for sponsors to provide content—or for schools to help them develop it.
The Importance of Maintaining Sponsor Relationships
The real value in sponsorship programs comes from repeat support. When businesses see that their investment was managed professionally and delivered results, they’re more likely to renew.
To build lasting relationships, keep sponsors informed. Even basic reporting helps. Consider sharing:
- Approximate attendance for each event
- Number of games their ad appeared in
- Social media mentions or engagement
- Photos or short videos of their ad on the scoreboard
Go a step further with small thank-you gestures:
- A framed scoreboard photo with their logo visible
- A handwritten thank-you note signed by coaches or players
- A social media post tagging the business and thanking them for their support
These details take little time but go a long way in building goodwill. Varsity Scoreboards systems make it easy to document ad rotations and export reports, which simplifies sponsor communication and fulfillment.
The Blueprint for Turning Displays into Revenue
When done right, video display advertising doesn’t just cover the cost of your scoreboard—it funds your programs, upgrades your facilities, and builds deeper community connections. What was once an expense becomes an asset.
The key is structure. Schools that treat sponsorship like a business opportunity, not a one-time fundraiser, see the best results. That means planning ad packages, creating simple sales tools, delivering on promises, and staying connected to sponsors throughout the year.
Varsity Scoreboards supports schools not only with professional video systems, but with the tools, templates, and training to make your scoreboard a revenue-generating centerpiece. From ad scheduling to sponsor mockups, we’re here to help you make game day pay off.
