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SBJ/May 14-20, 2012/Leagues and Governing Bodies
NBA looks at LED stanchion signs
System offers potential for animation, syncing with other arena ads
Published May 14, 2012, Page 1
|The sign system, from Dorna/Van Wagner, would replace static signage from ANC.
The newer Dorna sign was tested in the NBA Development League and select college games during the last two seasons. At the recent meeting of team marketers in Toronto, league officials collected data about current stanchion signage deals and asked whether club marketers would be interested in the new signage. Not surprisingly, most were, especially those playing in arenas that they do not own.
As is true now, if approved, the signage would be local inventory for games televised only in the local market and national inventory for nationally televised games. The LED system would allow for sales to more than one advertiser and for that valuable basket signage to sync with other on-court and in-arena advertising, or even TV ads.
Meanwhile, league marketers still have to figure out what restrictions there would be as far as the use of signs during game action and other uses that would be objectionable to anyone involved in game operations.
“You don’t want it to be distracting to the degree that someone is taking a three-pointer from the corner and the signage lights up before the ball comes down,” said one involved marketer.
As for a timetable for implementation, next season is the earliest possible scenario, with one source noting that it might be tested by a few teams before a leaguewide rollout.