6 Must-Know Arena Advertising Tips

6 Must-Know Arena Advertising Tips

During the average Canadian winter, thousands of families wake up early for morning practice at their local community arena. This typical scene is repeated day after day, weekend after weekend, allowing community rinks to become a big part of a city’s fabric. This is exactly why both local businesses and national corporations invest in arena advertising. If you’re considering starting an arena advertising campaign, here are six must-know tips. 1.        Consider the Whole Audience Arena advertising is unique in that it reaches entire families at the same time. Most youth visitors are accompanied by at least one family member and return multiple times a week. When designing your campaign, think carefully about which audience within an arena ecosystem you are targeting and consider it when deciding on creative strategy, placement, and tone. 2.        Think Outside the Boards On-ice and rink board advertisements are what come to mind when most people think of arena advertising. But there is so much more real estate within, and outside, of an arena that may allow more creative flexibility and visitor interaction. When brainstorming campaign strategies, consider locations like outside the main entrance, walls and doors, banners by main waiting areas, scoreboards, or outside dressing rooms. 3.        Get Creative The typical Canadian spends, on average, seven hours per week engaging with hockey. This means many people who spend hours and hours of time in arenas are used to seeing the same old ads in the same old places. With arena advertising, you are grabbing the attention of someone who is on their own recreational time, so have fun! Get creative and make your campaign...
A Brief History of Hockey Rink Advertising

A Brief History of Hockey Rink Advertising

Most of us have come to expect advertisements on rink boards, on the ice, and even on hockey jerseys. The white rink boards of the past were a blank slate for connection between brands and the passion and energy for the game. In the future, we’ll no doubt see advertising used in more creative ways both during NHL games and in local community rinks. But how did it start? When did hockey rink advertising become a sought-after branding opportunity for brands all over North America? Here’s a quick history of how advertising merged with the sport of hockey. Humble Beginnings Before the 1980s, the boards of a hockey rink were completely white—except for the black puck marks made by hockey players during ice time. In the 1978-79 season, NHL teams were given permission to sell ad space on the rink boards, with the first pair of boards selling for only $3,000! By the end of the decade, every NHL team had featured advertising on their boards. In the 1990s, ads began popping up on the ice. Ads placed next to center ice and in the neutral zone were coveted because there was no way spectators could miss them during TV broadcasts and while sitting in the arena—it was a prime opportunity. Compared to European and lower-level professional leagues, most rinks are quite conservative in the ad coverage on the ice surface. As advertising in NHL arenas expanded, community rinks and local arenas realized the potential revenue stream and sponsorship opportunities for using the vast white space in arenas everywhere. Soon, rink board, ice, and in-arena ads started appearing in...