Whether you’re live at AmericanAirlines Arena or watching Miami Heat games on TV, you’ve likely noticed the new courtside digital signage that changes frequently and can be altered during games.
ANC Sports Enterprises, a sports marketing company specializing in signage, produces the technology the replaces static or rotational signage under the scorer’s and broadcaster’s tables courtside. The technology gives teams and sponsors more potential advertising inventory and allows them to tailor messages specifically to game results and statistics. For example, if a player records a triple double, a pizza parlor could advertise a two-pizza deal with three toppings, an ANC spokesman said.
“We are committed to providing our partners with different courtside signage options which create marketing opportunities based on each team’s objectives,” Jerry Cifarelli, ANC Sports president and chief executive officer, said in a statement. “ANC’s state-of-the-art digital signage applications and patented software solutions generate new creative opportunities courtside while transforming the event experience throughout an arena.”
ANC Sports launched the signage in the NBA with the Portland Trailblazers during the 2005-06 season. Now half of the league’s 30 teams are using a form of the digital signage. Another five are using ANC's rotational signage. The Heat, Washington Wizards and Sacramento Kings adopted the digital signage this season.
At AmericanAirlines Arena, the courtside signage has advertised everything from Carnival Cruise Lines to Lumber Liquidators to Office Depot.
Back in 2006, ANC installed LED dasherboards at BankAtlantic Center, which flash light-up ads during Florida Panthers games. The ads appear on the side of the rink that is filmed by television cameras.
The company has also installed the technology on the field perimeters at Major League Soccer and United Football League teams.