Fixture Release Day from a Club’s point of view

We all know what it feels like to be a fan on fixture release day. That renewed sense of optimism emanating through us, the mistakes and losses of the previous season momentarily forgotten. Every football fan resets and feels confident that the new season will be the best one yet.

But what’s it like to be a Club on fixture release day?

Our Head of Venue Sales – Michelle Tricker, has given us some behind the scenes insight.

What is all the fuss about fixture release day?

This is the first time in 16 years that I’m not working in a football club on fixture release day but still right in the middle of it at SmarterVENUES, only this time I’m looking at the fixtures for over 50 clubs, instead of just one!

I can only talk from my experience in commercial departments at Ipswich Town and Colchester United but I think I know enough people in football to say that it’s pretty similar everywhere.

My standard fixture release day always started early, although the fixtures are embargoed until a certain time it’s an exciting day and a limited number of people within the clubs do get these slightly earlier than the official release.  That being said, I do remember the year when the contact details hadn’t been updated properly. Myself and The General Manager were sitting in the office twiddling our thumbs for over an hour, waiting for the club secretary to get in and forward the email. We were not happy, seriously, who doesn’t want to get into work early on such a big day?

So what happens in the offices of a football club on fixture release day and what impact does it really have?

Once the email lands in our inbox all eyes are on the first game of the season. Then it’s quickly all about Christmas, are we home on Boxing Day? New Years Eve? New Years Day? How will this impact me and of course the dream Boxing Day fixture (this is always well attended and an opportunity to get out of the house after Christmas Day)? What about any local derby games? Which big teams are in our league and when are we playing them? What about last game of the season – are we home or away? Will it come down to the last game for promotion/play offs or will we have already done it (everyone is filled with optimism today, this has often gone by Christmas!)?

Once the initial scan is done and any panic has subsided, it’s time to really take the whole schedule in; starting with checking what home games there are from the start of the season until mid-September. These tend to be the lowest attended due to school holidays. What you really don’t want in those first 4-5 weeks of the season is a local derby or a game against the biggest team in your league as ticket and hospitality sales will take a hit.

Working at Colchester United we also had a very busy non-matchday side to the business. So I would then need to take a look at the fixtures in December to see which dates would be super long for all of the staff working match day and right through into a 2am finish for a Christmas party.  Then it’s time to cross check against bookings already in the diary as football comes first and unfortunately this means that I need to have some uncomfortable conversations with customers about moving their pre-existing booking (good T&C’s are essential!), you can understand why I was always reluctant to take a wedding booking before we know the fixtures.

One of my favourite things to do on fixture release day was updating the good old fashioned white board in the office. All the fixtures would be listed and sections added to start filling in the match sponsors, match ball sponsors, box bookings and basically setting up our visual sales board. Yes, of course we had a CRM system and everything was booked and logged on this but I’d like to bet that most commercial offices still have a white board as it’s good to see exactly what’s available. I even have a white board in my home office where I’m working right now – old habits die hard!

By the time the rest of the team get into the office (again, why are they not as excited and keen as me?!) then we are set up and ready to go.  The EFL automatically release the fixtures across all club websites and I always had the commercial email ready to press send.  I’ll be honest I think this is where my vision and reality just didn’t quite match up. I’d get myself super excited about this moment, expecting the phone to ring and bookings to fly in; but, well, they don’t. So it’s back to picking up the phone and securing those bookings as the new season begins.

With just one day to go it’s time for me to experience a slightly different approach to fixture release day!

We’re hiring!

We’re on the hunt for an Advertising Sales Executive to add to our growing team.

We’re looking for someone who has perhaps cut their teeth in an Outdoor sales team elsewhere and is looking for their next challenge and wants to develop how they work.

We are also able to look at more senior salespeople who might want to explore part-time or flexible working.

Please download our job spec here: Download job spec

To apply, or ask questions, please send your CV and a covering letter/email to


Targeting Affluent Audiences

By Matthew Court – Head of Advertising Sales

Divide and conquer – segmenting the football fan audience

We like to think that we have a decent offering: a tightly defined audience of mainly men, mostly urban dwellers and definitely interested in the environment they see our posters and screens in. But we’re always thinking hard to come up with new reasons to use us to put in front of advertisers who haven’t quite taken the plunge yet.

And while we’re a firm that likes to keep things as simple as possible (and we really like how we’re able to summarise our audience like we have above), in truth our audience is a little more nuanced than that.

So one of the things we’ve been looking over recent months is how different parts of each ground attract a slightly different type of fan, and if they are replicated across our 40-odd clubs.

Some of you would have already heard us talking about how you can target “Dad & a lad” through just using our poster sites within the family stands & areas and experiential areas within fanzones, and we’ve now worked out a few other simple ways to tighten up our audience if that’s what you need. On this post we’re going to focus on one in particular…

The prawn sandwich brigade

Do you remember when Roy Keane went on one of his many rants after Man Utd played poorly one game? He was banging on about something about people eating prawn sandwiches in the posh seats. I quite like prawn sandwiches so was a little offended at the time, but he kind of had a point. I think.

But whatever, our point is that (much like we know which of our posters are placed in family areas thus giving you the chance to target families as a unit), we know which of our panels are placed around the more expensively priced tickets on the wings of the pitch and around the halfway lines where they get really pricey.

And (of course) we can do the complete opposite and keep your brand away from such areas.

So if you want a more affluent male audience than our average 60% ABC1 make-up, give us a shout. We think these areas would work especially well for investments & financial products, advertising aimed at business owners, cars and holiday advertising. We estimate around 35% of our 400k fans a week fit this bill, so we’re not talking about a small percentage, we’re talking about director level affluent football fans in the local area.

If you would like to hear more about how Stadia Solutions’ football ground concourse posters and screens can work for your brand please feel free to give us a call on 020 7100 4545 or drop a line to or

My First 6 Weeks at Stadia Solutions

By Patrick McCreanor – Client Partnership Manager 

Football was always my first love, I played as soon as I could walk like all boys in the area of London that I grew up in but after my hopes of a professional footballing career ended early, I had to tap into my other areas of expertise.

I have always been told I am, what some would call, talkative…but for the purposes of this blog, let’s call it having the ability to hold a conversation well. So, a career in the commercial world, from publishing, to TV and events seemed the natural path to take.

The opportunity to combine the two main passions that I have in life and become part of the Stadia Solutions commercial team is a dream move for me, to coin a popular football transfer phrase. Unsurprisingly it has been a whirlwind 6 weeks since starting in March this year as Client Partnership Manager.

First Impressions

Getting to understand the varying impact of our products, different to anything I have made available to potential clients before, has been exciting; the 40-60 second dwell time on our washroom posters that keep a football fans attention undivided at a private time, the brand impact of giant screen advertising at some of the leading football clubs in the UK, the technology and reach within our FANTV networks and the fantastic brand impact for our clients in reaching over 14 million football fans per season using multi-faceted campaigns at football grounds from Celtic to Southampton.

I have, whilst developing on my existing sports network of contacts and speaking to existing clients, also learned about the plans of a number of the leading brands in the country who target our exclusive audience of loyal football fans, a group of people that are so brand loyal that they are TWICE as likely to buy a product or use a service that supports his or her football club, which is quite amazing.

It feels strange that we are planning for next season now, at a time when the rest of the country (myself as a Liverpool fan included!) are focused on the title races, promotion pushes and relegation battles, but the great thing about that is, for Stadia Solutions and our valued clients, the football season never ends!

It’s great to have gotten involved at a time when we are adding to the amount of clubs we’re working with (over 40 now), adding to our value proposition getting involved in Fan Engagement days and increasing our use of technology in football, where applicable we can take control of a football clubs Wi-Fi, as we did for Mr. Green at Celtic, which saw over 28,000 redirects to their app, showing that football fans are at their most responsive when at their second home, which is of course our strongest selling point, as it’s simply #Wherebrandsmeetfans

If you’d like a chat about our proposition get in touch on or call 0207 100 4545

Thinking Outside of the Box

By Danielle Hill – Agency Sales Manager

“Hello there. Hope you’re well. I wanted to get in touch with you about our offering at Stadia Solutions….”

It’s at this point many Agency people switch off. Stadia? Football? “I don’t like football.” “Our brand has nothing to do with football.” Delete. We’ve lost them.

Whilst we know that yes, our formats are within a football environment and yes, these people we’re reaching are likely to be football fanatics, it’s important to acknowledge that they are so many other things too. And really, we could probably make a case to link our audience with the majority of categories and brands out there. Let’s give it a go…

Dad’s with Lads

A lot of them are Dads so they buy things for their kids. Toy companies, gaming, trainers, DVDs, concert tickets, theatre shows, tech, fashion. What doesn’t a kid want these days. We can specifically use our family stands and zones within our grounds to promote these brands.

Their weekends are dominated by the football season for 38 weeks of the season but there’s a small matter of keeping occupied for the other 14 weeks. They’re clearly happy to spend money on their hobbies, given the price of going to football these days, so we should be helping them ease the pain of the football season ending and giving them inspiration of how they can fill their free time. Travel companies, flight operators, festivals, other sporting events, cinema releases.

football concourse digital advertising


Being a Football Fan isn’t Cheap

Some have the assumption that football fans are all down-market C2DE white van men. Some are. But going to football each week definitely makes your wallet lighter. If an average ticket across leagues is c.£30, you add travel, a beer before the game and at half time and maybe some sort of pastry-based snack – you’re easily looking at £50 a match. So why shouldn’t more upmarket car, watch and fashion brands be using our formats? To make it even more targeted, we can position these more upmarket brands within the West stands which are the most expensive seats in the house.

Lads, Lads, Lads!

Going to football is when men tend to become one of the lads. They have a pint (or three), they sing (or try) and they get wrapped up in the euphoria of goal celebrations (or cry at the opposite). However, despite the laddish nature of football it’s also a really good time to talk to them about serious subjects when we catch them on their own. What better way to talk to them about specific health checks, charities, asking for help when they’re standing at the urinal in the washroom. When they can take in this information without judgement from anybody else.

Finally, and this one might require a bit more convincing; these men will be in relationships – so actually we can argue that we should be featuring some of the more female brands. Perfumes, flowers, experiences, card companies.

Sunderland football advertising

I’m not in any way saying that we should feature on every schedule – but what I am saying is that we certainly go deeper than just talking to brands who have a direct link to football. If you’re a brand who wants to talk to men, in any way, shape or form, we have a lot of men and once they’re locked in our venues for a couple of hours on a Saturday afternoon with their mates, we have an exclusive platform in which we can talk to them.

For more information on how to advertise at our football clubs drop me a note on or call 0207 100 4545

Get the Dwell out of Here!! – Part 2

By Matthew Court, Head of Advertising Sales at Stadia Solutions

Dwell, dwell, dwell*, we meet again. Welcome back to our hotly anticipated concluding post on our guide to dwell times.

How good is our dwell time and how do we know we’ve got it?

As we’ve covered before, we know exactly how many people are in our grounds on matchday thanks to the fact we have access to real-world ticket data. This isn’t poorly paid people standing by the side of the road with clickers, this is actual data from clubs counting the number of tickets they have sold.

We know that our A3 panels above urinals are seen for 30-60 seconds per fan visit sometimes more at half-time when you’ve had to hold it for the first half of the game. We know our posters are seen because, well, there’s not much else to look at without being a little bit rude to the fan standing next to you. That’s 30-60 seconds of undistracted views of your advertisements, and plenty of time for you to either really drill a simple message in to the brains of the fans, or get across a more complicated or detailed message that you wouldn’t use OOH posters for (due to a relatively low average dwell time).

We know that our 6 Sheets (large concourse posters) are usually placed in areas fans gather to have a pint and a pie and talk about the game, and by our knowledge of our environments and what our stadium managers tell us we can estimate average dwell time to be 7-10 minutes for groups of fans in the communal areas.

In the clubs where we have TVs we have similar sorts of estimated dwell times at 9-12 minutes.

The key thing about our dwell times is that we try to focus on the time the audience spends in the actual vicinity of our posters, not in the overall environment. Many OOH firms will say that they have a dwell time of more than an hour but that’s usually focusing on the time a person spends in that area (perhaps an airport or mall), not in front of a particular site (FYI we could go down that route and say that our average dwell time around 2 ½ hours, as that’s the average time a fan spends on-site each fixture, but we don’t).

What does that mean for you and your campaigns?

It’s the conventional wisdom, and to me quite logical, that the higher the dwell time the better for advertisers. I mean, who wouldn’t want their ad looked at for longer?

A study by CBS (Exterion before it was called Exterion) suggested that ad’s seen in a high dwell time resulted in an audience being 50%-75% more ‘motivated’ by the ad. This makes sense to me and doesn’t sound like an over-exaggeration. There were other metrics, too, such as brand recall, message retention and brand empathy that showed similarly high numbers. It’s logical that to me that the more time someone spends in the environment that an ad is in, the more often they will look at it. Again, who wouldn’t want their ad looked at for longer?

OK, tell me more…

We’re not just about dwell time, we’ve got some of the hardest working posters in media during the four hours every ten days our venues are open for business, and we’re able to do some pretty clever stuff with what some would call ‘traditional’ media (how about targeting different audience groups by using different areas of the grounds, like targeting dads who’ve bought their kids to the game by focusing on family stands?). Here’s a link to the relevant page on our website that can give you some more info on our formats and what we do (and how):

If you’d like any more information drop me a line on or give me a call on 0207 100 4545.


Get the Dwell out of Here!! – Part 1

By Matthew Court, Head of Advertising Sales at Stadia Solutions

Yes, “get the dwell out of here” is what I hear a lot* when I start talking about dwell time with clients and agency partners. Some say I am a bit like a bat out of dwell**. Most say shut the dwell/hell up***.

But I will keep talking about the power of dwell time until dwell freezes over. By now I think you can guess what this post is about – dwell time.

Over our next couple of blogs we will be giving you a handy guide to dwell time in Out of Home advertising.

But what is dwell time?

There are varying definitions of what dwell time is. I had never heard of it until I moved in to outdoor advertising, but I suppose a similar thing in print (where I had worked up until then) would be the metric of ‘time spent on an average page’ which we used to talk about a bit in Mags back in the day.

It’s a big thing online with dwell time meaning the amount of time spent between a user clicking a search engine result and then going back to the list of results (the time in between, on your website = your dwell time), but in Out Of Home it’s slightly different…

Dwell time in Out Of Home is all about the time spent within eyeshot of an ad-site, and boy do we have it by the bucket load!

But before we go on it could be worth you having a think about all the different things that you can buy in OOH and think about their dwell times. Some are better than others, aren’t they? For sake of impartiality, dwell isn’t what you buy all formats for is it? But usually it helps people understand and absorb a message that you’re trying to get across and if it’s important to you and your campaign then we could deliver a lot of added dwell value.

Why? Because we have four different formats which are seen when people are hanging around:
1) The majority of our 6 Sheets are in communal areas of the concourses
2) TVs in the same sorts of places
3) Giant Screens seen by people sitting down getting ready to watch the game
4) A3s above the urinals and sinks in washrooms

In fact, when we are installing new frames, we’re helped by stadium managers specifically asking us to place our posters and screens in areas where they want people to hang around. As you would expect, this helps with our dwell times.

Why is dwell time good?

So why is dwell time good? Simply put, sites with a high dwell times, such as large format screens in big train stations, train and tube panels, screens in doctors waiting rooms & post offices (and of course posters and screens in football grounds) give advertisers more of a chance to get their message across to the audience hanging around in that area. Generally speaking, the higher the dwell time, the better.
Of course dwell time isn’t the only metric that you should be buying space against, there are plenty of great OOH sites that don’t offer much dwell time but instead provide huge numbers, but we focus on this dwell time as it’s such a strong card for us.

To be continued…

Tomorrow, we’ll be focusing on why our dwell times are so good and what that can mean for advertisers. Stay tuned..


* I have literally never heard this

** some = none

*** yes I actually found a website that had phrases including the word hell and substituted hell for dwell – genius!!

Do you know what’s in your locker?

By Richard Peters, Co-CEO, Stadia Solutions

If you’re a smaller football club, you may be wondering how to make the most of your assets to generate revenue. Football clubs – whatever the size – have a bewildering amount of assets to sell, and maximising them is tricky. A fair market rate for every sponsorable asset is the only way to maximise return – too cheap and you sell out, too much and you have unsold inventory losing value as every game passes. The truth is, there are more opportunities than many realise.

In sponsorship, like any marketing and advertising, all parties need to feel that they have got what they have paid for, at a fair price, and that the investment has given them a return. The ROI part often has a lot to do with the sponsor’s product, and is a little out of the club’s control. However, proving delivery and a fair market rate for the assets most certainly is in the club’s control and that’s where we can help.

The first step is to accurately evaluate what assets you have, and to gauge their market value (i.e. what they should cost your clients). This is not a question of a simple research report though. We take the best tools in the market, add in market rate data, and with decades of experience, build a media value report to give you and your sponsors comfort.

Our Insight Team starts with the basics, stripping down the whole estate to the constituent parts and placing a media value on each element. This is not about which clubs are charging what, but assessing how much that asset is commonly being traded for in the UK now, whether in sport or not. The more competitive your pricing, the more business you will win. We provide the club with a full audit, not just the obvious sponsor assets, but also the less obvious, such as social media.

This detailed inventory report gives the club the necessary information to work with their potential commercial partners to build bespoke packages that suit everyone. As well as valuing existing assets, this also allows clubs to place a value on their unsold inventory and on new or planned assets (for example WiFi) , opening up new avenues for commercial return.

We can also continuously track inventory, so this process is ‘always on’. We believe this is vital for all parties to be sure they are getting value throughout the contract. Brands are used to deploying advertising budgets with planning and commitment cycles that last months, not the years that rights holders crave. Building partnerships this way allows you and your partners to reconfigure rights throughout the term to suit. Your partners’ business objectives will undoubtedly change in the coming years. If you allow the rights to change with them, they will be more likely to commit long term, and stay.
In many ways, this approach makes the negotiation process easier, as the club understands the value they need to achieve while the sponsor can gain comfort that they are paying a fair price for all the elements of their partnership.

Of course, clubs can do this themselves, but commercial teams can often be dragged in different directions. Outsourcing for specialist advice can ensure an evaluation project is given full attention and resource, gives an independent viewpoint for your partners, and maximises returns on previously under-estimated assets.

Focus On: Wolves & Molineux Stadium

Wolverhampton Wanderers – better known as Wolves, are an English club steeped in history. From humble beginnings formed by two pupils of St Luke’s Church School in Blakenhall to the ninth most successful Club in domestic English history with 13 major trophy wins.

They have earned some impressive club records in their 142 year history; Four time FA Cup winners, the first Club to have won all four professional English leagues, the only Club to have won all of the main domestic cup competitions (FA Cup, League Cup and Football League Trophy) and they are the first and only club to pass 100 goals for four consecutive seasons in the English Leagues.

Wolves famous gold and black club colours originate from the city’s motto ‘Out of darkness cometh light’ with gold and black representing light and dark respectively.

Molineux stadium has been home to Wolves since 1889 and was the first stadium built for use by a Football League club.

In the days before seating regulations, the ground could hold more than 60,000 spectators. It is now an all seater stadium with an official capacity of 32,050. It was one of the first British grounds to have floodlights installed and after a multi million pound renovation in the early 1990’s it was one of the biggest and most modern stadia in England at the time.

Stadia Solutions are the official concourse advertising partner and the official concourse television partner of Wolverhampton Wanderers FC. There is a total of 96 FanTV digital screens, 17 large format concourse posters and 82 A3 sized washroom poster panels. They have an average home game attendance this season of 30,107.

A fan quote taken directly from the Wolves website states ‘Every fortnight I become the best of friends with 28,000 people’. Which demonstrates perfectly that our advertising formats allow for reach of a predominantly male audience in their leisure time. They are deeply loyal to their club and others associated with it and have the time and means to engage with and remember brands situated in and around the stadium.

For more information on advertising opportunities with Wolves you can visit our website page on the club here or contact or call 0207 100 45 45.


Sunderland Smash League One Attendance Records

Those of you that follow us will know, we send out a weekly report with attendance figures across all our clubs. As such we have been closely tracking Sunderland’s attendance figures and were already aware that their deeply loyal fan base are turning up in their droves to support them in League One

This has now been confirmed by the club with a press release announcing that Sunderland have had a record breaking number of fans purchase tickets for their Boxing Day fixture against Bradford City.

It just goes to show, whether top flight football or third tier and beyond, Football Fans are stalwarts and will show up week in, week out to support their team. Whilst at least 38,257 Sunderland fans head out on Boxing Day to cheer them on, so will many thousands of other football fans be doing the same thing at their chosen club.

We have advertising space at 35 stadiums nationally with various advertising options. Why not get your brand in front of these fans? Talk to them in their leisure time at the place they think of as a second home. We have unique touch points with fans and can create contextually relevant environments for advertisers.

Find out more about our Football advertising formats here to see what we could do for your business on a local or national level. If you’d like to know more, give us a call on 020 7100 4545 or email


Focus On: Sunderland AFC & The Stadium of Light

With a capacity of 48,707 the Stadium of Light is the sixth biggest football ground in England. Making it Stadia Solutions second biggest ground overall (after Celtic). If that doesn’t make it worthy of its own blog post, I don’t know what does!

Given its name to reflect the strong coal mining history of the region, the stadium features a monument of a Davy lamp outside, to honour the miners of the Wearmouth Colliery, who for many years, carried with them a Davy lamp as part of their working lives.

The much-loved home of Sunderland AFC was completed in 1997 and replaced the club’s former home of Roker Park. The Stadium’s attendance record currently stands at 48,335, when Liverpool visited Wearside in April 2002. It is also a well-respected venue on the European music circuit and often hosts concerts for big name artists.

Our ad formats within the Stadium of Light include 200 A3 washroom posters and 40 large format concourse posters. For further information and the poster specs please click here.

With a successful run of history within top flight football, a period of bad luck/managers has seen Sunderland drop to the third tier at the end of last season.  However 2018/19 could be set to be a very successful season for Sunderland AFC after these back to back relegations in recent years.

Currently sitting in second place in the Football League One table, the ultimate goal of promotion to the championship will be at the forefront of the clubs mind as the race against Pompey for the top spot will really be on after Christmas. The Black Cats are also enjoying a lucrative involvement in the Checkatrade Trophy, where they are expected to qualify top of their group and they have just been drawn to play Walsall away in the second round of the FA Cup.

All of the tournament games played at the Stadium of Light are additional value to our advertisers as we only charge for guaranteed league game fixtures. So The Lads are providing plenty of added value to our customers this season.

We all know Football Fans are a loyal bunch and the average fan attendance of 30,068 so far this season is testament to this.

If you would like to discuss the possibility of your company advertising on either our A3 posters in washrooms or larger concourse six sheet posters at Sunderland AFC’s Stadium of Light (or any of our other grounds), please email us or drop us a line on 020 7100 4545.

Why are Football Clubs good for local advertising?

Football fans are a wildly diverse bunch. There are very few aspects of modern day life where people of different backgrounds, class, age, race & even political views can find common ground and feel part of a community because of their love for a club. This diversity enables a wealth of targeting opportunities for a huge variety of businesses.

Clubs see hundreds of thousands of fans pass through their turnstiles annually, giving advertisers a broad reach within a unique environment. Football advertising within stadiums reaches fans in their free time at the weekends. This naturally generates longer dwell times than typical OOH advertising, with the average fan spending a leisurely two and a half hours within the stadium on match days.

Placing ads within the local football club gives businesses a link to the club. Fans understand the benefits of football advertising and the support that this provides to their club. In short, association with a club gives businesses a positive affiliation from a fan perspective.

With a number of different advertising formats available advertisers can stick to a single format or create a full user experience, speaking to fans as they enter the stadium, when they are having a drink, when they are watching the pre game coverage on FanTV (available at selected clubs only) and even when they visit the Gents!

What better way to connect a local business to the local community than to strategically place your company’s ad within the local football club?

So you think DOOH is new?

Did you know that Digital Out Of Home has been around for over a hundred years? OK, so it’s not really what we would call Digital Out Of Home/DOOH today, using light bulbs instead of diodes, but really it follows the same principle of using lights to advertise something, it’s just that the lights are a bit smaller today.

Oh, who am I kidding, it’s just a way to showcase a really good episode of a great Podcast called the Memory Palace which has a tenuous link to what we do here at Stadia Solutions; have a read/listen here:

Stadia Solutions weekend report 6th August 2018

This week sees the start of the EFL and SPL seasons and the last pre-season friendlies from our Premier League clubs, and it delivered a great start to the season for our advertisers across the 22 of our clubs that were in action.

In total we had 322,702 fans come through our collective turnstiles this week, which is a very strong weekend for us, but the best bit was that over 75,000 of these fans were at friendlies at five of our EPL clubs (Crystal Palace, Cardiff City, Southampton, Watford and Wolves, and one Europe League match (Aberdeen at Burnley).

Why is this the best bit for our season-long advertisers? Because they didn’t pay for it. Because we cannot guarantee how many there will be we never charge season-long advertisers for cup games and friendlies, so yes it’s a great start to the season for our customers at those grounds.

In total we achieved average attendance of nearly 15,000 per match.

Next weekend sees the start of the EPL so expect these numbers to go even higher.

Our match of the week: It has to be Burnley’s progression to the Europa League play-off round thanks to them getting past Aberdeen.

Top fives attendances this week:
1. Celtic v. Livingstone (58,778)
2. Sunderland v. Charlton (31,079)
3. West Brom v. Bolton (25,901)
4. Sheffield United v. Swansea (24,654)
5. Wolves v. Villareal (19,062)

Holy smokes! Smoking-related advertising opportunities at the football?

If you smoke, or used to smoke, you’ll know sometimes it is difficult going to live events where you aren’t allowed to have a puff.

And it’s no different at the football.

You’re forced to go without a ciggie for three to four hours while you enjoy the game, have a couple of beers and get some grub, because the vast majority of professional grounds in the UK don’t allow smoking one you get through the turnstiles.

At Stadia Solutions we like to look at the angles and unearth advertising opportunities that others may miss. And we think we’ve come up with a pretty good one…

If you’re a brand, product or service aimed at smokers or vapers, you’re probably after an audience more likely to smoke than the national average.

And what about if you could advertise to them when they cannot smoke?

Even better, what if they had their mobile phone on them which enables them to buy what you’re selling there and then or sign up to your stop-smoking campaign?

Well, that’s the football audience, their mindset and our environment isn’t it:

– Football fans are more likely to smoke than the national average

– None of our stadia allow smoking past the turnstiles

– All of our stadia have 3G/4G/WiFi coverage

You can choose whether to use our TV screens (perfect for running TV or Youtube ad content), washrooms posters (for one-on-one engagement) or concourse six sheet posters (great for social engagement as groups of fans gather before and after the game, as well as at half-time).

These alone must make us one of the best choices in Out Of Home (OOH) for vaping or smoking-related advertising.

But we can go even further than that:

If you’re a vaping advertiser, some of our 40+ clubs will entertain the idea of stocking products so you can turn your campaign in to the ultimate Direct Response campaign as the audience can buy and use products there and then.

One club has said they would even consider a branded vaping area on each concourse.

Some will let us provide branded ashtrays and brand up existing smoking areas to enable the most targeted smoking audience possible.

If nothing else, advertising at football clubs if a simple way to get smoking-related advertising in front of people who are more likely to smoke than the national average.

Add in everything else to do with the physical environment and the mindset of the smokers when they see our ad sites, and you could say our offering is, well, ‘smoking’… And you certainly won’t be the ‘butt’ of any advertising jokes… One could you say you will ‘light up’ your market share… Ok, I’ll stop.

If you would like to talk to us about our stadia matchday advertising opportunities, please feel free to get in touch with a member of the sales team on 020 7100 4545 or email