When it comes to sport, out of home advertising works.
The Outdoor Advertising Association of America (OAAA) recently published new research showing that the majority of sports fans recall seeing OOH advertising, and most take action after seeing it. You can read their findings here.
It’s a strong reminder of how well the medium performs in sporting contexts. But at Grassroot Media, we take it one step further.
From Fans to Players
Traditional sports OOH often targets fans on their way to a stadium or passing a roadside billboard. We focus on the people who live and breathe grassroots sport: the players, coaches, volunteers and supporters inside their local clubs.
That means:
- Ads aren’t just glimpsed in passing, they’re seen in bars, changing rooms, and clubhouses where people spend hours.
- Messages aren’t just broadcast, they become part of the club environment and part of the conversation. (We know when people see advertisements in a group setting they are more likely to talk about them. And therefore remember them.)
- Trust levels are higher, because the audience truly trusts this environment.
- Brand perception is higher than it otherwise would be because clubs directly benefit from the advertising revenue.
Recall That Matches Global Research
The OAAA found most sports fans recall OOH. Our own results back that up, and in many cases go further:
- Octopus Energy scored 87% brand recall through bowls club posters.
- Adidas achieved 76% recall across rugby, cricket and football clubhouses.
- The Army also hit 76% recall when reaching active, fit adults in team sports.
These aren’t abstract survey results. They’re evidence of real campaigns in grassroots sport, where brands are remembered and discussed.
Why It Matters
Grassroot Media is the UK’s only national OOH network dedicated to grassroots sports clubs. We don’t just put ads near sport, we put them inside it.
If you want to reach active, socially engaged adults in authentic sporting environments, now’s the time.
👉 Learn more about the OAAA research here.
👉 Talk to us about upcoming opportunities across football, rugby, cricket and bowls: www.grassrootmedia.co.uk