On Any Given Sunday, Brands Can Get in the Game with Digital Out of Home

September 4, 2025

Sports radio hosts are breaking down preseason play. Fantasy fans are planning their draft parties. Team fan sites like Sports Blog Nation are pumping out daily content. It can mean only one thing: football is in the air! And things are getting just as interesting for brands as they are for fans thanks to our new Game Day Digital Packages, perfect for creating contextually relevant connections with consumers all season long.

Roughly half the adults in the U.S. are NFL fans (SOURCE: Genius Sports). That’s one big audience, and an emotionally engaged one at that. There’s always the possibility that this could be the year your team breaks through, leaves last season’s heartbreak behind, and goes all the way.


But win or lose, one of the things that we love so much about sports is the community. Football games are more than just something to watch for three hours every Sunday – they give fans an identity. They create a sense of belonging, a shared experience that defines the culture of a city. And those are just some of the reasons cited by fans for their passion (SOURCE: The Psychology and Motivation of Sports Fans, Journal of Student Research). Personally, I can remember when I was a boy growing up in the Washington, D.C. area, feeling the highs and lows of cheering on the burgundy and gold. I was hooked from a young age.

As an adult, I spent years working for professional and collegiate teams before shifting my career towards media. Having had the opportunity to sit on both sides of the table, I developed an understanding of how powerful the combination of sports and IRL out of home advertising can be.


They call football a game of inches. But it’s also a game of seconds. And with advancements in digital out of home technology, campaigns can keep pace with even the most agile of athletes. Dayparting allows advertisers to be just as contextually relevant after the game as before, no matter who wins. Imagine ad creative that celebrates every touchdown in real time or comforts you after a loss. Then realize you’re not imagining. IRL ads can do that!

And with our new Digital Game Day Packages, advertisers can do even more. This package concentrates its impact on each game day, maximizing contextual relevance for fans – and not just the thousands physically in attendance but the millions across the market. This package delivers digital advertising to that highly engaged fan base for 24 hours, reaching and influencing them whether they’re on their way to the stadium, meeting friends at the local sports bar, or picking up food and drinks to watch from home.

After the game ends, the campaign goes into overtime. Because we layer on mobile advertising for the next week, retargeting anyone that was exposed to the ad in order to reinforce its message.


For official NFL sponsors, the upside is even larger. It’s another opportunity to utilize intellectual property to connect the brand to the team and promote yourself to the broader fan base.

IRL out of home advertising has always been a great way to reach the diehard fans traveling to and from the games. Now, with our Digital Game Day Packages, everyone’s invited to the tailgate.

And if that doesn’t have you ready to cheer, hockey and basketball seasons are right around the corner… just saying.

Ready to call the play? Let’s huddle.

Author: Chris Mallen, Senior Director of Sports Marketing & Partnerships @ OUTFRONT

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