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Light-up Ads
The Panthers debuted a new type of advertising at Wednesday's game: LED dasherboards.
The two "Smartvision" LED boards are located on both ends of the ice at BankAtlantic Center on the side of the rink filmed by television cameras. The lighted boards provide a unique way for the team to highlight sponsors’ ad messages during the game. Miami Subs, HealthSouth and Terminix were among the sponsors whose ads appeared on the boards Wednesday. The lighted display makes the ads pop out more than traditional signage.
While the display is still being perfected, the system allows ads to be changed regularly throughout the game – similar to rotating stadium and arena ads – but also during the game, if a sponsor wants to tailor a message specifically to what’s happening on the ice or in the arena.
ANC Sports, a sports marketing company specializing in signage, debuted the system in 2003 with the Tampa Bay Lightning at the St. Pete Times Forum. Two other NHL teams are said to be using a different company’s LED signage. ANC has signed a multi-year agreement with Sunrise Sports & Entertainment, the Panthers’ parent company, for the new signage.
ANC is also responsible for BannerDrop, a system installed at the BankAtlantic Center in October 2005, in which banners can be changed quickly to convert hockey displays to Frank Sinatra Theatre signage, for example. With the push of a button, the banners are lowered from the ceiling, switched out, and then raised back into place.
Comments
I've watched a couple of games now with the new "LED dasherboards" in action, and I have to say that they are the worst thing to happen to the NHL since Fox's CGI neon "puck contrails" that followed the puck around the ice. What is next? Are we going to plaster the players uniforms with ads/patches/and signage that have nothing to do with the actual game of hockey, like nascar, and put flashing lights on their sticks? Or better yet we could have the players dress up in neon uniforms, turn off the lights, and we can have them play in the dark with a glow in the dark hockey puck sponsored by Target? Sounds absurd right?!? That's because it is! Just like the flashing lights of these LED screens during the actual play of the game! What an upsetting distraction! And pretty soon it'll become the NHLPBS which stands for "Nation Hockey League presented by SmartVision" or whatever name goes to the highest bidder. Here's an idea, let's keep the focus on hockey, and let's get rid of all the flashing eye-soars that take away from the purity of this game. For the sake of Hockey, the NHL, and all of the true fans of the sport, I hope someone comes to their senses and puts a stop to these ridiculous antics especially ones that disturb the actual game play of the sport.
Posted by: Concerned Hockey Fan | January 21, 2008 12:33 PM
I would really appreciate finding out where the Panthers obtained the LED Dashboards.I run a team in Northern Canada and have yet to uncover the source of supply and costs.
Sincerely Tony
Posted by: Anthony Raponi | April 16, 2007 9:57 AM