The narrowcasting playbook: how to earn from your screens
Narrowcasting delivers 3.4x more engagement than broadcasting. A practical guide to content, placement and pricing.
Published on 10 March 2026
Narrowcasting — targeted digital communication on screens within your club environment — is one of the most underused revenue streams for sports clubs. Where broadcasting reaches everyone with the same message, narrowcasting targets a specific audience at a specific moment. And it delivers results: 3.4x higher engagement than traditional broadcasting.
Which content works?
The golden rule: mix sponsor and club content in a 40/60 ratio. Visitors want to see club news, results and the programme — when you combine that with sponsor features, it feels like information rather than advertising.
Match info and results — always current, always relevant
Sponsor features — short, visual spots of 10-15 seconds per sponsor
Merchandise and promotions — promoting club merchandise or clubhouse offers
Upcoming events — tournaments, member meetings, social activities
Social media feed — display live posts from the club accounts
Where do you place screens?
Not every screen is equal. The location determines the type of content and the value for sponsors:
Clubhouse/bar — longest dwell time (30-60 min). Ideal for sponsor features, menu offers and event promotion. Clubs see, on average, 35% higher clubhouse revenue here.
Entrance/lobby — first impression. Welcome message, match programme, main sponsor.
Changing-room corridor — short dwell time, high frequency. Short and punchy: results, announcements.
How do you price advertising space?
A simple model to start with:
Basic advertiser: 1 spot of 15 sec in the regular rotation — €75-150/month
Premium advertiser: 2-3 spots + a mention on match days — €200-400/month
Package deal: screen time + social media + pitch-side boarding — €400-800/month
With 5-8 advertisers at the basic level, you already generate €4,500-14,400 per year. That often covers the investment in screen hardware within the first season.
You can only manage what you measure
The big difference compared with a static advertising board: you can measure exactly how many times a spot has been shown, at which times, and — via QR codes — how much interaction it generates. That data is worth its weight in gold in sponsor conversations.