Sports Marketing: Pay for Your Display

A video board can pay for itself thanks to Daktronics Sports marketing. Find local sponsors to cover your payments and keep those sponsors happy down the road so they continue sponsoring.

Sydow_Kyle_08213A new video display is a big deal to any high school. Daktronics celebrates the success of each project and optimizes each  opportunity to bring these large systems to even small towns.

We sat down with Kyle Sydow, Daktronics Sports Marketing regional salesperson, to discuss what goes into making it happen.

Q: How has DSM helped schools?

DSM is a strategy that is unique to us. We completed 90+ projects last year and worked with over 500 schools in the past 10 years, so it’s a plan that works. Last year, we raised over $14 million in sponsorship revenues. In the last 5 years, we raised over $50 million.


Q: How does DSM make it possible for a school to own a video display? 

  • First, choose Daktronics as your equipment and marketing partner.
  • Second, The DSM team creates customized sponsorship material for your school.
  • Third, With those materials in hand, your local rep goes with you to pitch the proposal to local businesses.
  • Next, you secure a payment solution with Daktronics Finance assistant. This aligns everything so your sponsor intake matches or exceeds what your yearly payment would be.
  • Then you place your order for your scoring package that includes all your equipment and sponsor panels.


Q: What do you think is one of the biggest concerns schools have when raising the money?

A lot of them don’t feel confident about their ability to sell. They’re not sponsorship sales experts; they’re experts at educating our children. We help schools do the initial sales meetings so they can build a level of confidence to lead the charge themselves.

We come in with an approach that nobody in their community has done before. and help them build sponsorship packages needed to sell to local businesses at different levels. We also create the final contracts for when they hear “yes.”

DSM regularly doubles, triples and even quadruples the amount of revenue the school previously thought they’d bring in.

Q: What happens after that?

The contract fulfillment team helps them collect logos and PA announcements from the businesses to fulfill what we’ve sold. The goal is that once the board is paid off, businesses will re-sign sponsorships. That creates a long-term revenue stream for the school that is typically larger than they’ve ever seen before.

Q: What are some of the advantages of sponsoring a school?

There are so many! Sporting events alone offer a host of different ways to share your message. There is screen time on the board itself, print ads in the programs distributed, audio advertisement through PA announcements and halftime events which are unique unto themselves.

The school doesn’t know that by providing sponsorship packages, there is a lot more people interested than anticipated. The packages present opportunities for businesses they’ve never seen before to step up and support their local team.

Q: Are there any reasons a school would feel hesitant to engage with DSM?

Some people think there has to be a catch because it’s too good to be true. It’s not. We’re here to help. Period.

Q: Any final advice for schools considering DSM?

Any school can generate funds for a video display. It’s Daktronics job to make schools see how it’s possible. If they want to go for it, they can make it happen.

Love what you heard and want your school to be next?


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