DOOH Advertising
Why digital out-of-home wins with sports fans
Digital out-of-home advertising gives brands the power to be part of those shared cultural moments at a scale that’s unmatched by other digital channels.
November 12, 2025 by Nick Ortega — Director of DOOH & Emerging Channels, StackAdapt
To say that sports are an essential part of our social fabric would be an understatement.
According to S&P Global, nearly three-quarters of U.S. adults watch sports, with the majority of them following at least one major sports league.
But fans aren't just tuning in to watch their favorite teams. They're showing up at stadiums in record numbers.
In 2025, the MLB drew a total of 71.41 million fans to its regular season (29,471 per game on average), while NFL attendance reached its highest level in 21 seasons with an average of 69,555 fans per game.
With the FIFA World Cup set to take over 16 cities across North America next summer, sports fandom — and the marketing opportunities that surround it — are about to reach new heights.
Digital out-of-home advertising gives brands the power to be part of those shared cultural moments at a scale that's unmatched by other digital channels.
Whether it's the buildup to a championship final, the energy of opening day, or the steady pulse of regular-season games, DOOH brings brands into the heart of the action when fan engagement is at its highest.
When done authentically, brands can be part of a live cultural experience that not only connects with fans in the moment but also leaves a lasting impression long after the final whistle or buzzer, aligning them with the emotion and community spirit that make sports so powerful.
Here's why DOOH advertising is changing the game, not just for sports marketers, but any brand looking to engage audiences out in the real world.
Connecting with fans every step of the way
Live events attract the types of engaged audiences brands want to reach in record numbers. And when fans transform those areas into highly concentrated centers of activity, the surrounding inventory becomes some of the most valuable real estate for marketers.
With DOOH, brands can target screens in specific, high-traffic locations, including outside stadiums and surrounding areas, to reach fans at every stage of their game-day journey.
Take MetLife Stadium, for example.
Home to both the New York Giants and New York Jets, it seats more than 82,500 fans, making it the largest stadium in the NFL.
But the fan journey to MetLife often starts miles away. Commuters take NJ Transit trains out of Manhattan. Drivers cross the Hudson, passing billboards on I-95 and Route 3. And visitors often stop at the nearby American Dream mall for a quick bite before kickoff.
With DOOH, brands can strategically activate across all of these touch points before, during, and after a game to stay top-of-mind with fans from city center to stadium gate and beyond.
Whether it's dynamic displays that welcome fans upon their arrival to the Meadowlands, digital billboards that build excitement along the commute, or screens at nearby restaurants that capitalize on a home team win with congratulatory messages or limited-time offers, DOOH allows advertisers to meet sports fans when they're most receptive.
Tapping into regional appeal
Sports fandom doesn't start and end at the stadium entrance. It thrives off shared energy in nearby neighborhoods, local haunts, and community gatherings.
With DOOH advertising, brands don't need massive budgets or in-house buying teams to get in on the action. Advertisers can access premium inventory in less obvious, geo-specific locations — like FIFA Fan Festivals, sports bars, or public viewing areas — to target fans where passion and community collide.
For local and regional brands, this approach can level the playing field, unlocking flexible, cost-efficient access to tuned-in audiences without large commitments.
It also provides a chance to build authentic connections through localized messaging that resonates with fans of regional sports, such as college football teams or minor league baseball clubs, in designated market areas.
But showing up isn't enough. Creative must feel connected to the moment.
If a brand wants to align with a local team or event, its messaging needs to reflect that shared experience. Ads that acknowledge the uniqueness of the sport or specific hometown heroes feel timely and relevant, while generic creative can come across as out of touch and disingenuous.
Using DOOH as part of an omnichannel strategy
The most effective campaigns continue to make plays, even when the game is over.
When used as part of an omnichannel strategy, DOOH can seamlessly connect with other digital channels to drive both awareness and performance.
Start by introducing your brand through upper-funnel channels like connected TV (CTV) or social media to build brand recognition ahead of a major event.
Next, use high-impact DOOH ad placements, such as digital screens near stadiums or in fan-heavy areas, to reinforce messaging when excitement and foot traffic are at their peak.
After the game, retarget audiences who were exposed to your DOOH ads across CTV, digital audio, or display to keep your brand top of mind and drive conversions. For example, a brand could reconnect with sports fans as they're streaming post-game highlights, listening to a fantasy sports podcast, or visiting a fan site to check next week's lineup.
In doing so, brands can create a unified, full-funnel experience that mirrors how audiences actually engage with sports — across screens, platforms, and real-life moments — while reinforcing their message at every stage of the fan journey.
Get ahead of the competition
As with any major event, timing is everything, and planning is essential.
High-demand screens, especially those near stadiums or fan zones, can sell out months in advance.
For larger placements, direct buys or programmatic guaranteed deals can help secure prime visibility ahead of time.
But even without early reservations, programmatic advertising platforms can help brands tap into valuable DOOH inventory wherever the excitement unfolds, allowing advertisers to show up where fans are and win long after the final score.
About Nick Ortega
