Game Day Goes Citywide with OOH

Sporting events are more than games: they are shared cultural moments that extend far beyond stadium walls. Whether fans are commuting to work, meeting friends to watch a game, or walking through their neighborhoods, out of home (OOH) advertising keeps sports conversations visible throughout the city. As reported by The Harris Poll, 77% of adults say OOH ads for major sporting events are equally or more memorable than other advertising channels, highlighting the medium’s ability to capture attention during some of the most exciting moments in sports. 

OOH drives year-round visibility in urban markets

In major metropolitan areas, sports are deeply embedded in everyday urban life. Professional teams and major sporting events generate excitement throughout the year, creating ongoing opportunities for brands to connect with fans across the city. OOH advertising helps extend that visibility beyond the stadium by reaching audiences along commuter routes, in entertainment districts, and across busy neighborhood corridors where fans live, work, and gather. 

OOH advertising helps teams amplify this excitement across urban environments by promoting upcoming games, ticket availability, and new merchandise. This visibility drives real engagement. The Harris Poll further reports that 90% of adults say they have taken action after seeing an OOH ad for a major sporting event, whether that means looking up game information (42%), discussing the events with friends and family (42%), and visiting the event’s official website or social media pages (38%). 
 

Beyond engagement, sports advertising also benefits local communities. According to the same Harris Poll study, 99% of fans who attended a sporting event after seeing an OOH advertising report spending money locally, supporting nearby restaurants, bars, and retail business around stadiums and entertainment districts. By reaching audiences across city streets and transportation hubs throughout their daily journeys, OOH helps connect teams, sponsors, and local business with fans in real-world environments.

The excitement surrounding sports naturally lends itself to memorable advertising. OOH campaigns featuring influencer or athlete content are especially impactful, as 42% of adults say the inclusion of star athletes makes sports OOH ads most memorable, reinforcing how compelling visuals and storytelling help capture attention and strengthen engagement with sports-related messaging. At the same time, audiences are highly receptive to practical messaging that helps them engage with the events, including upcoming game schedules (35%), viewing options on TV or streaming platforms (29%), and ticket availability or special offers (25%). 
 

March Madness OOH turns cities into fan zones

Major national tournaments create even bigger opportunities for brand to connect with fans. The NCAA basketball tournament, better known as March Madness, is one of the most widely shared sports moments in the U.S. With fans following games everywhere from offices to bars, there’s a can’t-miss opportunity for advertisers to intercept these consumers at eye level. 

Brands leverage OOH ahead of and during the tournament to extend their presence to the city streets, with partners like Coca-Cola reinforcing their March Madness sponsorship across high-traffic urban environments. At the same time, live prediction platforms like Kalshi tap into the tournament’s massive visibility to engage sports fans and encourage participation, using bold creatives tied to bracket predictions and the excitement of March Madness.  These campaigns also highlight how major sporting events attract brands beyond traditional sports categories, as companies like insurance provider TIAA show that business across industries can benefit by aligning with the energy and cultural relevance of large-scale (shared cultural) events. 

The fan journey starts on the street

Sports engagement doesn’t begin at the stadium gates, and it doesn’t end after the final whistle. Fans interact with teams year-round, during daily commuters, between matches, and while discussing highlights with friends. OOH places brands in these moments, keeping teams, sponsors, and events consistently visible across the city. 

Explore how brands are leveraging OOH in our Sporting Events category showcase.