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Miami Heat using digital courtside signage

ANC1.jpgWhether 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. ANC2.jpg

Categories: Advertising (79), AmericanAirlines Arena (35), Florida Panthers (108), Miami Heat (174), NBA (139), NHL (56), Sponsorship (101), Television (35)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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