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Nayeemul Islam
Junior Content Marketer
Insights / 3 Min.
From static boards on muddy pitches to dynamic LED displays flashing global brands, perimeter advertising in football has come a long way. Today, it's not just a background feature - it’s a high-value media asset that drives real sponsorship ROI and fan engagement.
But how did we get here? And what can brands learn from the evolution of perimeter advertising in football to better leverage it today?
Evolution of Perimeter Advertising (1966-2025).
1966 – The Birth of Pitch‑Side Sponsorship
Swiss entrepreneur César W. Lüthi introduces the first printed vinyl boards, proving every metre of grass‑edge can be sold as broadcast inventory.
1978 – One Stadium, One Sponsor Pack
Patrick Nally’s Argentina ’78 programme gives Coca‑Cola & co. six identical boards at every match - a template still used today.
Vintage football match with painted perimeter ads, showcasing pitch-side sponsorship in the 1970s. Credit: The Football Attic Blogpost.
1993 – Boards Start to Rotate
Tri‑vision hoardings debut at a German DFB charity match, letting three brands share one board.
1994 – LED Lights Up La Liga
Real Madrid installs Europe’s first LED boards - animated logos and instant swaps change the creative game.
2006 – England Goes Digital
West Ham becomes the Premier League’s LED pioneer; within five seasons, scrolling pixels rule England.
2015 – Ads Change by Continent
Munich’s Audi Cup proves virtual overlays work: Asian viewers see Asian brands, Europeans see European.
2018 – La Liga’s Multi‑Feed Breakthrough
Supponor’s DBR tech delivers up to eight regional ad feeds per match, unlocking unprecedented inventory.
Bundesliga player prepares for a corner as dynamic digital ads are on display. Credit: Forbes.
2024 – AI Tailors EURO 24
UEFA hits record sponsorship revenue as AI swaps LED content by territory in real time.
2024 – Bundesliga Approves Parallel Ads
Special LED panels output different feeds to different cameras - four markets, one board.
2025 – AI Exposure Auditing Goes Mainstream
Rights‑holders move from impression estimates to frame‑accurate, AI‑verified media value. Shikenso’s vision engine is at the heart of this shift.
Borussia Dortmund player celebrates after scoring with the Comdirect Bank banner on full display. Credit: SPORTFIVE.
LED boards and virtual feeds mean little if you can’t prove who saw what, and for how long. Shikenso’s AI vision engine analyses every broadcast frame, tags each sponsor exposure, and converts seconds‑on‑screen into hard media value. Clubs walk into renewal meetings with indisputable data instead of estimates.
Wondering why media value is a game changer for sponsorship ROI?
1. Plan by feed, not by fixture. Budget creative variations for your top territories.
2. Think motion, not static. Subtle animation lifts recall by 23 %.
3. Sync with moments. Trigger celebratory graphics when goals happen.
4. Measure beyond impressions. Track QR scans and social chatter.
5. Audit local regs quarterly. Avoid last‑minute blackouts.
Pro‑Tip: Layer AI exposure tracking on every feed. Shikenso’s real‑time dashboard shows sponsors their on‑screen seconds the moment the whistle blows, turning thank‑you emails into signed renewals.
Expect augmented‑reality player tracking, clickable overlays for second‑screen viewers, and programmatic bidding on LED inventory before 2030. A once‑static sign has become a data‑rich performance channel - one your commercial team must master to stay ahead.
Perimeter advertising has come a long way - but its power hasn’t faded. In fact, it’s become smarter, more dynamic, and more essential in the digital age.
For brands looking to make a lasting impact in football, those boards are still prime real estate. All you need is the right message, the right moment, and the right mindset to make it count.
