Webinar Summary: Uncovering Millions in Untapped In-Venue Sponsorship Value
In this session, Trajektory unpacked one of the most overlooked opportunities in sponsorship: in-venue assets. While most brands and teams focus on broadcast and social, the data shows that a significant portion of total sponsorship value is generated inside the venue, and a large share of that value is currently untracked.
Drawing on real client data and cross-league examples, the webinar highlighted where value is being missed, why it matters, and how teams can unlock it.
Why In-Venue Matters More Than Teams Realize
The session opened by reframing how in-venue should be viewed within the broader sponsorship ecosystem.
In-venue assets can account for 25–50% of total sponsorship value
In many cases, up to 50% of that value goes untracked
This creates a fundamental gap:
Teams are undervaluing assets they already sell, and brands are not getting full credit for their exposure.
The Biggest Miss: Non-Game Day Value
One of the most important insights from the webinar was how much value happens outside of games.
Nearly 44% of in-venue value comes from non-game events
Roughly 50–60% of attendance occurs on non-game days
Concerts, private events, and other activations generate massive exposure for sponsors, but are rarely included in reporting.
Takeaway: If you are only measuring game days, you are missing the majority of real-world exposure.
What Counts as In-Venue (And What Doesn’t)
A key clarification in the session was defining in-venue correctly.
In-venue includes:
LED boards and digital signage
Concourse and exterior signage
Videoboard signage (static placements)
Gate entitlements and branded entry points
Club spaces, tunnels, and playing surface signage
And more.
All of these are valued based on in-person attendance impressions, not broadcast or social exposure.
Volume vs. Value: Where Revenue Is Hidden
One of the most important frameworks introduced was the difference between volume and value.
Some asset groups have high volume but low per-asset value
Others have low volume but extremely high value per placement
Takeaway: Optimizing sponsorship revenue is not always about selling more inventory, it’s about knowing what your goal is and activating for that result.
League-by-League Insights: Why Context Matters
The webinar broke down how in-venue value behaves differently across leagues.
NFL
Fewer home games increase the importance of each event
Larger stadiums reduce in-bowl visibility
Concourse and strategic placements become more valuable
Example: Significant value differences were shown between similar videoboard placements, highlighting how execution and placement drive outcomes.
Takeaway: In the NFL, fewer home games and larger stadiums make placement quality far more important than volume—concourse and strategically positioned assets often outperform traditional in-bowl signage.
NBA
Compact arenas create strong sightlines
Courtside and apron assets deliver consistent exposure
Limited inventory increases overall asset value
Example: The slides contrast high-volume vs. prestige assets (Spurs Ultra Club vs. Pacers 67 Club), showing how different strategies can produce vastly different outcomes despite similar environments.
Takeaway: Compact arenas and consistent attendance make premium placements and repeated exposure the primary drivers of value.
MLB
81-game seasons drive cumulative value through repetition
Slower pace creates more exposure windows
Ballpark design enables unique placements
Example: The Pirates bullpen example highlights how in-venue and social value can diverge, reinforcing the importance of measuring each channel independently
Takeaway: MLB value is driven by frequency and duration—long seasons and slower pace create cumulative exposure advantages.
NHL
Dasherboards provide high-frequency exposure
Dynamic LEDs enable rotation-level tracking
Smaller venues increase proximity and visibility
Example: The UPMC dasherboard example shows how specific placements can generate disproportionately high value, even within the same asset class.
Takeaway: High-frequency exposure and rotational inventory make placement and timing critical to maximizing dasherboard value.
MLS
Close-proximity exposure across both in-person and broadcast
Continuous gameplay sustains attention on in-bowl and field-level signage
Every placement carries more weight due to fewer distractions
Example: Gate entitlement placements showed significant variation in value depending on location (e.g., North East vs. North West gate), highlighting how fan flow and entry patterns directly impact asset performance.
Takeaway: In MLS, location and fan movement matter more than scale—small differences in placement can drive large differences in value.
NWSL
High engagement levels increase attention per impression
Smaller stadiums improve visibility of static assets
Strong connection with often underrepresented demographics
Example: Concourse pillars generated significantly more value than smaller concourse banners, demonstrating how visibility, scale, and positioning within high-traffic areas materially impact performance.
Takeaway: In the NWSL, engagement amplifies value—fewer impressions can still drive meaningful impact when attention is high.
WNBA
Highly engaged and growing fan base
Flexible inventory (clubs, events, activations)
Opportunities to integrate beyond traditional game-day signage
Example: Courtside club placements and off-court activations (like camps and events) showed how in-venue value extends beyond games into broader ecosystem touchpoints, including attendance-driving initiatives.
Takeaway: In the WNBA, early investment in in-venue assets compounds over time—value is both immediate and strategic.
The Optimization Opportunity
The final section focused on how teams can act on these insights.
1. Track Beyond Game Days
Non-game events represent the majority of missed value
Arenas host dozens (often 80+) non-game events annually
2. Align Measurement with Real Fan Experience
In-venue value should reflect actual attendance and exposure
Static and digital assets should be tracked consistently across events
3. Re-evaluate Inventory Strategy
Identify high-value placements, not just high-volume ones
Price assets based on performance, not assumptions
4. Use Data to Unlock Revenue
Teams using Trajektory’s methodology uncover:
30–50% more in-venue value compared to traditional approaches
Final Takeaways
Across leagues and venues, the message was clear:
In-venue is a major driver of total sponsorship value
A significant portion of that value is currently untracked
Non-game events represent the largest blind spot
Value varies dramatically by placement, league, and context
Data-driven measurement unlocks substantial new revenue
For teams and brands looking to maximize sponsorship ROI, the conclusion is straightforward:
You cannot optimize what you are not measuring, and right now, most of in-venue is not being measured.
Want to understand how much in-venue value you’re currently missing? Learn more at trajektory.com and get a demo.
