A matchday has four main KPIs: attendance, atmosphere, content and monetization. Most tools on stadiums are still not measured. Here is a breakdown of those for which we have real numbers from our cases with 9,000 and 27,000 spectators.
What a matchday consists of
Performances and animators at the entrance and in the fan zone: bright, but hard to measure impact across the whole arena. Contests during the break: 5–15 people on stage participate, the rest watch. Stand lighting: if it is only lighting on the boards – the viewer is on their phone. If it is a mechanic where fans themselves create the picture – the effect is immediately visible and measurable.
Case: Krylya Sovetov – Lokomotiv, 9,000 spectators
At the Krylya Sovetov – Lokomotiv match on 19 March at Samara Arena there were about 9,000 spectators at the start. 1,493 people (16.6%) scanned the QR code and entered the show. Of them 1,124 (75.3%) reached flashlight mode.
362 people (4% of the stadium or 32.2% of those who turned on the flashlight) clicked the sponsor promo. The full case and draw – in the separate post.
Case: Krylya Sovetov – CSKA, 27,000 spectators
At the Russian Cup semifinal there were 27,000 people. The show was launched even though the floodlights at the arena cannot be switched off instantly. The technology worked, fans participated. After the show a prize draw was held.
Engagement numbers grow from launch to launch: people already know the mechanic and scan more willingly.
How to measure the effect
We measure: percentage who scanned the QR of total spectators, conversion from entry to flashlight, clicks on promo, time on page, geography. Detailed methodology and comparison with banners and Telegram channels – in the engagement numbers article.
Conversion from QR to promo of 4% is 40–80 times higher than regular banners (0.05–0.10%). This is a measurable result that can be shown to a sponsor.
What to offer a sponsor
Interactive show + promo in every participant’s browser with 25–30% conversion and a full report. This is not a logo on the board, but an activation with numbers. Examples: at a match with PARI viewers received a free bet after the show, at the Yandex Eda festival – food delivery promo to the seat.
How to strengthen a sponsor package and collect contacts – in the articles How to strengthen a sponsor package and Lead generation at an event. Brands section – For brands.
FAQ
What does the club need? A screen or scoreboard with a QR code, sound in the stadium, 1–2 minutes in the matchday script. We prepare the page, tracks and report.
How much does it cost? From 30,000 ₽ per match depending on attendance. Exact quote by number of spectators in the Sport section.
How quickly can it be launched? 1–2 weeks to prepare the first match, then on a ready script.
How to organize a pre-match show step by step – in the separate article. Drone alternatives for stadiums – in the drone article. Pre-match show on a specific match – in the Krylya vs CSKA case. More on sport – in the Sport section.