How StandBased is helping clubs manage stadium advertising hoardings more effectively

Jun 2, 2026 · 4 min

Product News

Discover how StandBased helps football clubs digitally map stadium advertising hoardings, track sponsor details, manage renewals and reduce lost commercial revenue.

For many football clubs, keeping track of stadium advertising hoardings has often been more difficult than it should be.

Commercial teams are usually dealing with multiple advertisers, different board locations, varying contract lengths and renewal dates, as well as the ongoing challenge of making sure no valuable pitchside space goes unused. In too many cases, all of that information ends up scattered across spreadsheets, email chains or paper notes, making it hard to stay fully organised.

The result is often avoidable confusion. Which hoarding belongs to which company? What was agreed in the deal? How much is the space worth? When is the renewal due? And if nobody has a clear answer at the right time, that can lead to empty advertising boards around the stadium.

For any club, a blank perimeter hoarding is more than just an empty space. It is missed visibility for a sponsor and, more importantly, missed revenue for the club.

That is exactly why StandBased is introducing an exciting new feature as part of its CRM.

A smarter way to manage perimeter advertising

StandBased now offers clubs a much easier way to visualise and manage their stadium advertising hoardings.

Instead of relying on an Excel sheet or trying to piece information together from several places, commercial teams can digitally map out their own stadium and place advertising hoardings around the ground in the correct positions. This gives clubs an instant visual overview of their perimeter inventory, tailored specifically to their home stadium.

That means teams can quickly see which boards are occupied, which brands are in each location, and where there may be unsold or soon-to-be-available space.

It is a far more practical and intuitive way to manage this important area of commercial activity. Rather than scrolling through rows and columns on a spreadsheet, users can see the layout visually and understand the full picture straight away.

Keep all the important sponsorship details in one place

The real value of the feature goes beyond simply showing where the hoardings are.

For each advertising board, clubs can also store the key information they need to manage the deal properly. That might include the sponsor name, the financial value of the agreement, the contract term, renewal date, and any important notes connected to the arrangement.

This creates one clear, central place for commercial teams to manage everything linked to their perimeter advertising.

That is especially useful for clubs where several people may be involved in sponsorship sales, account management or renewals. Instead of relying on one person’s memory or having to search through old files and emails, the latest information is available within the StandBased system whenever it is needed.

It is simple, organised and easy to use, which is exactly what busy commercial departments need.

Reducing missed renewals and lost revenue

One of the biggest risks with traditional hoarding management is timing.

If a renewal date slips by unnoticed, a club can lose momentum in discussions with an existing sponsor or miss the chance to secure a replacement advertiser before the space becomes vacant. That delay can quickly turn into lost income.

StandBased helps solve that problem too.

As part of the system, commercial users can receive diary reminders as renewal dates begin to approach. That gives clubs time to start conversations early, review the value of the package, and either renew with the current advertiser or begin speaking to new prospects before the hoarding becomes empty.

This more proactive approach gives clubs a much better chance of maximising commercial revenue from their perimeter advertising.

Instead of reacting once a board is already blank, teams can work ahead of time and keep income opportunities moving. For clubs looking to improve sponsorship performance, that kind of visibility and forward planning can make a real difference.

Built for clubs that want less hassle and better control

Commercial teams already have enough to manage without making sponsorship tracking harder than it needs to be.

StandBased has created this feature to remove the hassle, reduce the admin burden and give clubs a clearer way to stay in control of one of their most visible revenue streams. With a digital stadium view, easy access to contract details, and reminders for upcoming renewals, the whole process becomes far more manageable.

Everything is in one place. Everything is easier to understand. And everything is designed to help clubs avoid missed opportunities.

For clubs that want a more modern way to manage advertising hoardings, this is a major step forward.

Want to see how StandBased can help your club visualise advertising hoardings, manage sponsor information and stay ahead of renewals? Get in touch with our team today to find out how this new CRM feature can help you protect revenue, reduce admin and make commercial planning much easier.