From billboards to screens: how to make the switch

The advertising boards along the pitch have been a fixture at Dutch sports clubs for decades. They work, they are familiar, and sponsors understand the model. But the world is changing — and combining physical boards with digital screens demonstrably delivers better results.

Why it is not either/or, but both

Research shows that combining print and digital media leads to up to 400% better response rates than digital alone. An advertising board along the pitch creates local credibility, while a digital screen in the clubhouse adds interaction and measurability. So the message is not: throw away your boards. The message is: add screens.

Switching over, step by step

Step 1: Start with a single screen in the clubhouse

The clubhouse is where visitors stay the longest — an average of 30-60 minutes before and after the match. A single screen with a mix of sponsor content, match results and club news is a low-threshold starting point. The investment is limited, and you can immediately show sponsors how many impressions their content receives.

Step 2: Build an advertising package with both channels

Offer sponsors a combined package: a physical board along the pitch + digital rotation on the screen + a mention on social media. Three touchpoints, three measurement points, one package price. Sponsors get more value, and you get a higher package fee.

Step 3: Let the sponsor create the content themselves

On Newatogi, the sponsor creates the content for your screens themselves. After the design is ready, you as the club get the chance to approve it, and it then appears on your screens right away. Not only easy for the club, but far easier for the sponsor to share up-to-date content.

Think of:
- A painter, plasterer, gardener or handyman who can share their availability.
- An estate agent or garage that wants to highlight new listings or stock.
- A webshop that wants to share a special promo code.

Step 4: Measure and report

The big advantage of digital is measurability. Track screen impressions, QR scans and social media interactions. Send sponsors a monthly overview. Data builds trust — and trust leads to contract renewals.

The business case

Clubs that deploy digital signage see, on average, 35% higher clubhouse revenue and 60% higher visitor engagement. Those are figures that convince sponsors and that quickly recoup your investment in screens.