Pro Clubs & Colleges, Stadiums, Digital Screens & OOH

How Top Teams Use Sports Content to Enhance the In-Stadium Experience

Download the guide and see how leading organisations are using sports content on their in–stadium screens to bring fans earlier, make fans louder, amplify entertainment and expand sponsors

By: Erin Lent

58% of sports fans say that when they are at a live professional sporting event, they wish they had access to the same statistics, analysis, and replays that they get while watching at home. This figure jumps closer to 70% for Gen Z and millennial sports fans surveyed.

Deloitte, Sports Fans Insights Study

Sports’ biggest teams know that fan engagement doesn’t just start at the first whistle–it begins the moment they step into the stadium.

Whether it’s a fan’s first time at a game or their hundredth. Whether they’re watching from centre pitch or the nosebleeds–the power of sports data and content deployed around your venue creates more hype, more excitement and more memories. And a more engaged and passionate fanbase means increased ticket sales, louder fans and new revenue streams from sponsors and commercial partners.

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That’s why top teams around the globe are using data-driven sports content in many different formats throughout their venue to…

Bring Fans Earlier

Make the pre-game experience deeply focused on the game at hand. Introduce first-time fans to your team and organisation. Tell regular fans something new like a record that was recently broken.

Make Fans Louder

Use game stats and insights to power real life conversation and connect your fanbase to the action more deeply. Milestones and information about the game can really help ramp up loudness.

Amplify Entertainment

Create an individual fan experience that is deeply personalised to your club, your players and the game that elevates the experience for the casual supporters, die-hards and the VIPs.

Expand Sponsors

Fans want to consume information about the team and players. Commercial partners and sponsors are crying out for activations connecting them to your team’s data and stories.

Unlock Your Stadium’s Commercial & Fan Entertainment Potential

From research services and live Opta data to our powerful visual content engine, Opta Graphics here are a few ways live sports data, graphics and stories are turning on-field action into memorable moments that fuel fans for a lifetime.

Click one of the buttons below to check out a specific case study or jump to the bottom and download the guide to see how Bayern Munich, Cricket New Zealand, the Charlotte Hornets and more are transforming their gameday experience for in-venue fans.

Bayern Munich x Opta Graphics Pittsburgh Penguins x STATS Graphic Library

Denver Broncos x Data Insights Wales RFU x Live Opta Data & Analytics

Bayern Munich x Opta Graphics

bring fans earlier | make fans louder | Amplify entertainment

To create a fully-connected, immersive in-stadium experience, Bayern Munich relies on Opta Graphics to power over 1,200 screens at Allianz Arena with compelling match content that entertains, informs and engages fans during the matchday experience.

Created via Opta Graphics and delivered automatically to a playlist on their VisionEdge system, the eye-catching visuals show fans the starting line-ups, match statistics, pass networks, Opta Facts, player heat maps and more–pre-game, in-game and post-game–no matter where they are in the stadium.

Did you know? For the 2024/25 season, we’ve refreshed the graphics and stories that Bayern Munich tell on their in-venue screens.

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Pittsburgh Penguins x STATS Graphic Library

Make Fans Louder | Amplify Entertainment | Expand Sponsors

By integrating real-time stats and game insights on the videoboard, concourse screens and ribbon boards, the Pittsburgh Penguins have transformed their in-stadium experience to keep fans engaged and entertained throughout the game. Tools like out-of-town scores, data feeds and the STATS Graphic Library fuel excitement and enhance the gameday atmosphere–leading to a louder, more energic crowd.

“I think if you’re going to effectively entertain a crowd during a game, you have to simultaneously approach it from a professional point of view of ‘these are the things we have to do’ and you also have to approach it as a fan of ‘what would I like to see?’”

Aaron Spiegel, In-Arena Font Coordinator, Pittsburgh Penguins

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Pittsburgh Penguins on Driving Fan Engagement Using Stats Perform (02:09)

Denver Broncos x Data Insights

Make Fans Louder | Expand Sponsors

Responsible for all game presentation inside the bowl, the Denver Broncos’ ThunderVision department depends on live game insights to ensure fans stay engaged, informed and entertained.

To do so, Opta’s Live Game Support Team provides on-demand, live research to help the team create and publish insightful, impactful real-time graphics for their jumbotron that illuminate on-field action and get fans talking.

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Wales RFU x Live Opta Data & Analytics

Make Fans Louder | Expand Sponsors

Creating a dynamic atmosphere that kept fans engaged while also providing valuable exposure for sponsors was paramount for the Welsh RFU. With two large in-stadium screens, powered by live Opta data and analytics and supported by Ross Video, fans can enjoy informative, full-screen stats takeovers at a team and player level.

This means that game attending fans have as much information and context as audiences watching on television–vitally important for creating a dynamic, loud atmosphere–while providing valuable exposure for sponsors and commercial partners.

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Wales RFU: Real-Time, Advanced Stats Powering the In-Venue Fan Experience (00:41)

The potential to turn fans into super fans through your in-venue experience is huge.

Advances in audio-visual technology and connectivity mean it’s easier than ever to deploy attention-grabbing sports content and information throughout your venue.

A more engaged and passionate fanbase means increased ticket sales, louder fans and more opporutnities for your sponsor and comercial partners.

Want to elevate your in-stadium experience to the next level?

Download our guide to learn the tactics that top teams are already using to Bring Fans Earlier, Make Fans Louder, Amplify Entertainment and Expand Sponsors.