Sports venues have become increasingly popular over the last decade. New digital technologies and the development of social aspects in sport have boosted fan bases’ numbers. Throughout small and large sports events, organisers must facilitate attendees’ efficient navigation to entrances, exits and play zones. 

When you attended sporting events in the past, you may have found your way quickly, or you may have struggled to find directions to your designated seat or entrance due to unclear signage. This is not an uncommon occurrence, which is a reason why signage plays a key role.

Did you know?

The largest stadium in the UK is Wembley, with a capacity of 90,000, followed by Old Trafford, which has a total capacity of 74,879.

1. Directional Signage

Navigation is crucial in significant sports and events venues and can become easier if the right set of wayfinding signage is applied. The signs must be easy to read and understood by everyone. It is also essential to incorporate the right colours, images and text, making them compliant and interactive.

2. Digital Signage

LED displays are probably the first product that your venue needs. Digital displays do not just act as a source of information (about weather, result, substitutions, etc.) but also for engagement and entertainment. Nowadays, LED displays to provide an excellent platform for media partnerships and paid advertising. At Wembley Stadium, a large digital screen will reach an audience of up to 90,000.

During the Superbowl finals over the last five years, a record of over $1BN has been invested in advertising across TV and digital screens inside and outside the stadium.

Digital displays provide a great way to engage all spectators through spectacular visuals. They come in handy for spectators who are sat relatively far from the pitch/stage. 

Find out what different venues in the UK are using here.


Marketing your brand in a sports facility is quite common. The typical medium here includes Ads on stairs, billboard advert, signage boards, LEDs, notice boards, large banners, posters in the washrooms etc. Your message must be concise and short so that the audience memorises your brand and your offers/promotions.

Taking part in exercise and visiting sports events releases a chemical called endorphin. It interacts with receptors in your brain to trigger a positive feeling in your body, helping spectators memorise your advert. 

Creating a world class sports facility with signs - Hardy Signs - Blog

3. Safety Signs

Health and Safety signs have been the number one priority for sports facilities since the early 2000s. Post-pandemic, strict health and safety protocols will remain in place, and spectators will slowly be invited back to events venues. 

We highly recommend that sports venues follow similar strategies to supermarkets and the retail sector. Signs such as floor graphics, safety screens, one-way systems, queue management signage, sanitiser stations and LCD hand sanitisers have been integrated into essential businesses across the UK. 

If you’re not sure about what health and safety signs you need, our team can assist. 

4. Operator

There are different levels of risks associated with all sports. The operators of various facilities (gym, swimming pool, football, big arenas, etc.) require signage that provides relevant information. By combining facility signage and other printed health and safety and wayfinding signs, facility operators can easily communicate information to their stakeholders. The operator and the creative team must discuss at an early stage to identify the particular needs and ensure inclusion as part of the signage strategy.

5. Concession Signage

Sports fans enjoy eating and drinking while watching their favourite team. Concession signs show menus, how to order and opening hours. Using the right tools, such as a digital player, make it easy to update the information displayed when necessary. Our in-house experts would be happy to assist you on your next project.

6. Warning Signage

Creating a list of warning points will make fans aware of what injuries they may sustain and how they should protect themselves. Warning signage must be placed in a visible and accessible location. The size, material and design should be in accordance with the site.

An unfortunate example that got organisers in trouble is the Ryder Cup in 2018. One of the fans, Corine Remande, was struck in the right eye when a tee shot from Brooks Koepka veered off the course. Her eyeball exploded, and her socket was fractured, which caused her to lose sight in that eye. Eventually, she sued the tournament organisers as there were no warning signs from officials.

Read more>>

7. Floor Graphics

Floor stickers and graphics are typical in sports venues. They help to ensure that fans and visitors are directed and informed. Nowadays, they act as social distancing signage, too.

Floor graphics are suitable for almost all indoor floors such as vinyl, carpets, ceramics, tiles, wood laminate flooring, concrete, etc. They are easy to change, anti-slip, hygiene sensitive, etc. To find out more, connect with Hardy Signs.

See some ideas here>>

Colours, font, text size, brand guidelines are all important aspects when we design new signage.

About the company: Hardy Signs is a professional and digital signage company that designs, manufactures and installs bespoke signage products to a wide range of business sectors in the United Kingdom. The company has been awarded the manufacturer of the year in 2019 and 2020.

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