**Summary:** The Look Company specializes in sports event branding and visual engagement solutions for live sports competitions. Read on to learn how we provide end-to-end services, from concept development to installation.

* * *

Dressing a stadium or live sports arena for sponsors' branding is no easy task. It is not just about putting up brand logos—but creating an awesome experience for fans, teams, and sponsoring partners.

The scale, complexity, and time pressures involved in delivering visual engagement solutions for venues of live sporting events is a highly specialized service.

To pull off effective sports event branding, you will need a partner with significant experience in executing visual displays and branding solutions for large events, staffed with trained and passionate specialists who can work with efficiency and accuracy while sticking to demanding deadlines.

[The Look Company](https://thelookcompany.com/markets/sports-and-events) has executed several large sports branding projects worldwide for over 2 decades, bringing innovative visual engagement solutions to the live sports and events industries.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672841884/The%20Look%20Company%20%28Staging%29/ra7u2szvkc5aswo34qsk.jpg)

## End-to-end Stadium Branding Solutions: From Concept Development to Installation

We transform your live sports event into an unforgettable experience. Our stadium branding process involves complete project scoping, concept development support from our experienced consultants, large-format printing, project management, and flawless on-site installation.

We can undertake stadium branding or rebranding projects of any scale and budget. Our bespoke solutions are designed to meet your requirements.

A dedicated project manager sees your stadium branding project through all its phases—from design to installation.

## 3 Phases of Delivering Sporting Event Visual Engagement Solutions

We offer a full range of integrated solutions and services—from concept development, setting brand guidelines, requirements scoping and end-to-end project management.

1.  Concept development
    
2.  Design & planning
    
3.  Project management & installation
    

Let's look at what happens at each of these stages in detail:

#### **1\. The concept development process**

  
Our concept development team supports you right from the time you have a design or concept in mind. We work with you through the ideation process, planning out the visualizations of the idea and collaborating with all stakeholders. We also develop brand guidelines to be followed throughout the project.

Many concepts we have worked with in the past have been a challenge to execute while maintaining print quality and ensuring easy changeability of graphics for different competitions, multiple matches and home teams in the same stadium. 

Take a look at how TLC executed a turnkey stadium branding solution for a new, state-of-the-art 30,000-capacity Mosaic Stadium, [home to the Saskatchewan Roughriders](https://thelookcompany.com/case-studies/saskatchewan-roughriders) of the CFL.

TLC worked on the project from the initial planning and conceptual stages to project scoping, design, engineering, production and installation to ensure quality and consistency.

Over 150,000 square feet of material was printed for the project.

The highlight of this project was a custom lightbox stairway—that showcased TLC's design ingenuity and impeccable installation. Proprietary 100mm extrusions on the lightboxes and vibrantly colored fabric prints created an effect far superior to the digital screens that were originally planned.

####   
**2\. Design & planning**

Our specialist teams step in at the design stage so we can guide you through the process of selecting the right types of signage, materials, and sizes to bring your idea to life. We conduct a site survey to audit the final space available for print graphics and study location plan drawings to create a full inventory of what types of signage and graphics will be required for the project.

**Our capabilities include the following:** 

*   Survey and CAD as-built drawings
    
*   Engineering to regulatory and physical requirements for weight, wind load, and facility standards
    
*   Technical drawings and product development services
    
*   Design application of brand and sponsor integration
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842019/The%20Look%20Company%20%28Staging%29/m5dhdxrce2dj7ry0gaci.jpg)

  
Take a look at how TLC supported [Tim Hortons Field](https://thelookcompany.com/case-studies/tim-hortons), working out a system that allows them to do a full stadium change-out of team-branded materials between games from the Tiger-Cats to Forge FC—the two teams that call the stadium their home.

We worked closely with business and football operations teams and developed visuals and design applications for the stadium, locker rooms and training facilities. Our project management team was responsible for the production and installation of every branded element at Tim Hortons Field.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842116/The%20Look%20Company%20%28Staging%29/mjjjsehwl7rqw1haj51a.jpg)

####   
**3\. Project management & installation**

With large branding projects involving multiple types of signage and graphic elements, project management is the key to keeping the focus on timely execution and avoiding budget overruns.

*   We prepare a detailed project plan, coordinate with various stakeholders, liaise with vendors, designers, and suppliers and seek the required approvals and certifications.
    
*   Next, we plan out the engineering needed to execute the design concept at the venue. 
    
*   Then, the designs are sent off for final printing. 
    
*   Finally, our skilled installation teams ensure a flawless finish to the signage and graphics.  
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842166/The%20Look%20Company%20%28Staging%29/qsvdpxemfa6a09gfupgd.jpg)

## TLC: The Specialists in Stadium Branding

The Look Company has achieved the [G7® Master Facility Targeted Qualificatio](https://thelookcompany.com/blog/g7-master-facility-targeted-qualification)n, so you can be sure that all your branding prints will be produced to the highest standards of consistency and quality in proofing, brand color management and print processes.

Vivid colors and bold prints on material with just the right texture are important elements of visual engagement solutions. TLC gets them right with award-winning print technology and an experienced studio team. 

Our vividly colored graphic prints create a focal point to attract attention and engage sponsors' target audience—including community visitors, home team supporters, and fans.

Here are some of the stadium branding elements TLC can customize for live sports arenas: 

*   Wayfinding signage to guide spectators
    
*   Custom-printed seat covers to stagger seating or block out rows of seats (or just create the right atmosphere!)
    
*   Field-of-play headwalls, fence scrim & scaffold branding
    
*   Banner stands, poles and branding for sponsored fan zones
    
*   Athlete tunnels, concourses, lounges & stage branding
    
*   F&B popups, floor decals and stair risers
    
*   Branded photo walls or media backdrops for stadium interiors
    
*   Printed sports memorabilia and fan zone graphics
    
*   Exterior event branding or city dressing
    

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1672842499/The%20Look%20Company%20%28Staging%29/mk5zgm73jxkqgw1qlnho.jpg)

The Look Company specializes in venue branding for sports competitions, visual engagement solutions for stadium interiors, and eye-catching print graphics for live sports events. 

We offer a full range of integrated solutions with a team of experienced specialists to [transform your sport environment](https://thelookcompany.com/markets/sports-and-events) into engaging and memorable brand experiences.

[Get in touch with TLC today](https://thelookcompany.com/contact) for stadium branding solutions and stunning event branding graphics to wow sports fans, their home teams, and the players themselves!

The 3 Main Phases of Delivering Sports Event Branding

It’s game day. The lights are up, the players take the field and fans are ready to cheer on their team. Branded graphics outfit the field of play, vomitories, exterior signage, VIP and sponsored areas, as well as many interior fan and operations areas. The overall excitement in the stadium is overwhelming as the roar of the crowd surges with anticipation.

A team’s identity on the field is an embodiment of the players and the team culture. It’s intended to epitomize winning, grit, and determination. It’s a visual connection that brings people together to celebrate impossible wins or allows them to reminisce about heart-breaking losses. With bold stadium graphics, sports teams can connect visually with the fans to ingrain memorable experiences. It’s all a part of the live game. And as fans, we love it.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1643052577/The%20Look%20Company%20%28Staging%29/mtxnoygcsftaegrrzxte.jpg)

A lot of effort goes into maintaining the look and feel of a stadium to heighten the fan experience. Rebranding, updating the visual identity of the team, or a [change in sponsorship](https://thelookcompany.com/blog/creating-sponsorship-opportunities-at-sports-events-venues) will drive the need to present new images throughout a venue. New graphics help to invigorate support for the team and drive ticket and merchandise sales. But what happens when the stands are silent in the off-season? Are there opportunities to repurpose the venue for other tournaments, sports teams, or events?

## Multi-purpose Stadiums in the USA

What if every day could be game day? [Multi-purpose stadiums](https://en.wikipedia.org/wiki/Multi-purpose_stadium) are not a new concept, with the majority of these types of venues being built in the U.S. primarily during the 1960s and 1970s to accommodate the two most common and popular sports - American football and baseball. 

Unfortunately, even though the intention was to lower or offset operational costs, the size and shape of the fields were vastly different, one being a diamond (baseball) and the other a long rectangle (football). Often seating areas would have to be added or taken away to change the shape of the field. The laborious changeovers led to the phasing out of multi-purpose stadiums for professional football and baseball by the 1990s. 

Although there was a phase-out of multi-purpose stadiums designed to house the MLB and NFL, there was still interest in using a single-use venue for other types of events. Conferences, concerts, or even NCAA competitions such as the Final Four found themselves at a stadium where the primary team is football. The need to utilize the high-capacity facilities drove modern stadium designs to include architectural features such as retractable or domed roofs, or transformational pitches to accommodate community activities and large events year-round.

## Multi-purpose Stadiums in Canada

In Canada, multi-use stadiums remain commonplace. Not just for baseball and football, but other sports, teams, competitions, tournaments, and events. The Rogers Center (SkyDome), which opened in 1989, is the first sports facility to have a fully retractable motorized roof. Historically it has been used for soccer, basketball, the Canadian Football League, and the National Football League, even though nowadays it’s just the primary home field for the Toronto Bluejays baseball team. 

BC Place in Vancouver opened in 1983 with the world’s largest air-supported dome. It was retrofitted with a retractable roof in 2010, and remains the home turf to the CFL’s BC Lions, Vancouver Whitecaps FC (MLS), the annual Canada Sevens tournament (Rugby), the 2010 Winter Olympics as well as the championship game of the 2015 FIFA Women’s World Cup.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1643053630/The%20Look%20Company%20%28Staging%29/ypkymhkps6tdedz63qvw.jpg)

Several of the CFL stadiums are often used for alternative sporting events. Mosaic Stadium in Regina is an open-air outdoor stadium that has been transformed into the NHL Heritage Classic in 2019. Additionally, other outdoor venues in Canada are host to the NHL Outdoor Games such as the NHL 100 Classic, and the Centennial Classic. In these cases, the stadium bowls of the venue were outfitted with specialty graphics outside of their main team branding.  
  
Most recently in 2021, the Commonwealth Stadium in Edmonton was repurposed for a FIFA World Cup qualifying match between Canada and the Mexican national soccer team.

## Multiple Teams & Sports, One Field

Because the most popular sports in Canada are hockey and Canadian football, there are two main types of sports venues, indoor and open-air or outdoor. Outdoor venues across Canada have been versatile in adapting to other teams or specialty tournaments. For example, with the implementation of the [Canadian Premier League](https://en.wikipedia.org/wiki/Canadian_Premier_League) (soccer) in 2019, some outdoor venues were modified to be able to coordinate a second branded team until the new soccer teams could build their own stadiums.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1643053718/The%20Look%20Company%20%28Staging%29/i4dznbxdeib8oykt10oe.jpg)

At Tim Hortons Field in Hamilton, the stadium was challenged with running two professional sports teams during the same season. As a result, The Look Company created a system to change out the graphics of the stadium to efficiently switch from football to soccer. 

Watch how Tim Hortons Field transforms their stadium branding from black and gold for the TiCats to orange and grey for Forge FC:

  
Using custom polywoven with blockout fabric prints, the solution utilized the existing extrusions on the field of play. Fabric prints are installed over the existing graphics and zip-tied off for Forge FC games and then removed and stored on transportable rollers. Because the multi-use stadium capacity is 28,218 for TiCats games, custom printed mesh seat covers were created for specific sections of the stadium for a more intimate home game setting for the Forge FC.  

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1643053814/The%20Look%20Company%20%28Staging%29/iadu2hjg5druclr8iihg.jpg)

## Multi-Event Facilities for Schools (Colleges & Universities)

For colleges and universities looking to utilize their fields for other purposes, a multi-use stadium approach is ideal, especially for NCAA Division II and III schools. Both the construction and maintenance of a large stadium that sits empty 85% of the year, doesn’t make much budgetary sense. Multi-purpose stadiums contribute an integral source of revenue throughout the year to help offset operational costs whether for sports, leisure or entertainment.

**Consider these alternative uses for a stadium:**

*   Concerts
    
*   Worship centers
    
*   Multi-sport competitions such as track and field
    
*   Holiday celebrations
    
*   Rallies
    
*   Temporary, sports-specific events for tennis, rugby, field hockey, lacrosse, or X Games
    
*   Performances, seminars and presentations
    

Integrating public use helps to bridge the gap between higher-education and their communities. Building amenities such as leasable rooms, concourses, or offices along with the built-in services for large crowds makes these spaces desirable for event organizers.

## Graphic Changeovers for Stadiums from The Look Company

The Look Company provides solutions for large stadiums to adapt their branding for events, competitions or teams. With systems to easily change over graphics or to dress the exterior with temporary graphic structures, flags or fence scrim, [enhance the fan experience](https://thelookcompany.com/blog/how-graphic-displays-elevate-the-fan-experience-in-stadiums-and-sports-fields) for all attendees.

![](https://res.cloudinary.com/fortyfournorth/image/upload/v1643053960/The%20Look%20Company%20%28Staging%29/ukzfmsx23sukckejlcqe.jpg)

[As an award-winning print partner](https://thelookcompany.com/about-us/our-company), we have produced graphics and visual engagement solutions for stadiums in the Canadian Football League, Canadian Premier League, and U Sports. We have worked on large-scale projects including the 2010 Olympics, the FIFA Women's World Cup, the Pan Am Games, World Cup of Hockey, Major League Baseball events, National Hockey League Outdoor Games, the Canada Games, G7 Summit, Calgary Stampede and several other global sports events. Flip through our [Sports Lookbook](https://online.flippingbook.com/view/871540/) for a rundown on our visual engagement solutions for sports.

  
The Look Company offers innovative visual engagement solutions to bring your brand into prime focus at live sports arenas. [Get in touch with us today](https://thelookcompany.com/contact) and turn those sports fans into your brand advocates!

Changing Your Stadium Graphics for Multiple Sports, Teams, or Events

COVID-19 took away one of the most defining aspects of a live sports event—the crowds. A sports arena—whether it is a stadium or an auditorium, an ice rink or a sports field—comes alive with the passion of thousands of spectators. Live sports events rule the hearts and minds of die-hard fans. 

Sports brings together people from otherwise diverse backgrounds and beliefs. It is a unifier, an equalizer, a glue that bonds them together. And the stadium is a social hub—much more than a physical location. It's a place where emotions run high. Watching a live game is a shared, social experience made richer by the collective power of sports-crazy fans and supporters.

Fans are as crucial for the sports industry as are their star players. Why? Quite simply because fans rake in revenues. The presence of these fans impacts every aspect of the sporting industry. When fans engage with a sports brand or team, it sets the cash registers rolling in more ways than one. They are consumers of sports content and branded merchandise, seat tickets, and the venue's hospitality facilities. For sports fans, it is not just about buying products but [a feeling of belonging](https://agencyinmotion.com/the-psychology-of-belonging/) to a larger movement.  And this is the essence of the fan experience.

![grey cup graphics the look company toronto 104](https://res.cloudinary.com/fortyfournorth/image/upload/v1629988753/The%20Look%20Company/Blogs/12.0_TF_-_Sport_Blog_-_Fan_Experience_Grey_cup_104_qqhczp.jpg)

At The Look Company, we design fully planned, branded, immersive experiences throughout the venue. Our innovative solutions provide a much larger canvas to sports brands and game sponsors. Wall-mounted frames and lightboxes with custom printed SEG fabric throughout the stadium concourses are just some of the creative ways in which we engage fans.

We design innovative broadcast visibility solutions for field-of-play areas and behind-the-scenes stadium areas like the locker rooms and corporate suites. Take a look at [how we transformed the look of the Tim Hortons Field](https://thelookcompany.com/case-studies/tim-hortons), home of the Hamilton Tiger-Cats of the CFL (Canadian Football League), the Forge FC of the CPL (Canadian Premier League), and the Canadian Football Hall of Fame.

## The new normal: A new type of sports fan emerges

As we adapt to a new normal, a dramatic new fan profile is emerging. This sports fan is as passionate as before but more open to new types of sports entertainment. Today's fans accept that we may be devoid of the full-house stadium effect for a long time. They are content being a part of a fan club that may not physically be present at the same location.

They are also hungry for new forms of sports content and seek out more choices.

They engage in unique ways with their favorite sports teams and star players. They seek out engaging, interactive, and immersive experiences. They may spend less time consuming sports content and tend to move quickly from one channel to another. The industry now recognizes this profile as the [fluid fan](https://www.sportsilab.com/reports).

## Local fans vs global fans vs fluid fans

In the 20th century, we saw local fans who followed their favorite sports on radio, TV, and through newspaper reports. From the late 1900s to 2020, the global fan was most predominant. This type of sports fan supported international teams in addition to local ones. Satellite TV or cable TV, and later OTT platforms were the media of choice. This fan also followed private leagues.

Late 2020 onwards, a new fan profile emerged—the [fluid fan](https://www.digitalistmag.com/customer-experience/). Known to change allegiances, this type of fan moves quickly from channel to channel and from team to team.

The fluid fan is 'constantly-on' and consumes content online on smart devices, mobile apps, and social media. But even the fluid fan values the in-person experience that live games offer. After all, watching a pay-per-view performance on a mobile screen cannot match the exhilaration of witnessing it from among hordes of screaming fans.

The fluid fan carries the online experience into the live arena, interacts digitally while at a live game and circles back to take the online conversation into the stadium. This fluidity creates truly memorable experiences.

## Designing fan experiences for the fluid fan

We are in an era where sports meets technology.

We're at the crossroads of digital and mobile. The fluid fan prefers an experience that is immersive, tech-enabled, and omnichannel. How do you design experiences for the fluid fan? How do we recreate the excitement, passion, exhilaration, and feeling of loyalty that characterized fan experiences pre-COVID?

![NHL Centennial Classic Toronto 2017 fan Experience](https://res.cloudinary.com/fortyfournorth/image/upload/v1629988754/The%20Look%20Company/Blogs/12.0_TF---Centernnial-Classic-NHL-2017-Fan-Experience_ln8awn.jpg)

At The Look Company, we create experiential ecosystems. Consistent visual messaging across all channels is more critical now than ever. Our visual engagement displays are tailored to communicate your brand's story and allow fans to experience your brand through multiple touch-points. From the parking lot to the stadium seats, we create environments that make fluid fans put down their phones and truly immerse themselves in the game.

## How do TLC products enhance fan experience?

[Fan experience](https://thelookcompany.com/markets/sports-and-events) is about feeling like you're part of the game. The possibilities are endless and our work at Mosaic Stadium in Regina, Saskatchewan completely captures the fan excitement and die-hard dedication. Watch how we transformed this sports stadium with the fan in mind:

\[VIDEO\] [https://youtu.be/NcmlIqe4J0o](https://youtu.be/NcmlIqe4J0o)

Graphics and visual solutions for sports arenas and stadiums create branding and recognition for teams. They unite teams, spectators, and audiences, create a unique environment for fans to enjoy—branded visual solutions bring prominence and attention to sponsors and corporate partners. They bring in revenue through advertising and corporate hospitality. Branded merchandise promotes fan loyalty. 

## TLC solutions for the new normal in sports stadiums and arenas

[The Look Company](/) (TLC) specializes in visual engagement solutions that aesthetically unify stadiums, teams, and sponsors. Our solutions are uniquely designed to engage fluid fans, and those watching sports broadcast online and on smart devices. [Stadium seat covers](https://thelookcompany.com/products/fabric-and-frames#seat-covers), for example, provide sponsorship opportunities and enhance broadcast visibility.

The eye-catching visuals on these seat covers look great—but they are also helpful in maintaining safe distancing between players and the audience by blocking off rows of seats. Made of Perfknit or Polywoven fabric, these covers are custom-printed to communicate your team's branding to the fans in the arena and those watching the broadcast. With an easing of lockdowns and social distancing norms, we are now starting to welcome fans back into sports arenas.

TLC has a range of [custom-designed products,](https://thelookcompany.com/markets/sports-and-events) and solutions to promote sponsor brands, sell team merchandise, and entice fans and corporate guests into the venue's hospitality sections. With flags, banners, floor decals, wayfinding signages, media backdrops, stadium exteriors, fence scrims, and field-of-play (FOP) visual elements, we've got the fan experience covered in every part of the venue! 

Our visual engagement solutions fully outfit your sports venue for a superior fan experience. We understand fan behavior and map the fan's journey to capture their attention and fuel their loyalty to the game and their star teams. 

We're obsessive about design and aesthetics, and we look to innovate and customize solutions for every client. 

[Connect with us](/contact) to find the right look for your sports venue or event today!

Seat Covers

The 3 Main Phases of Delivering Sports Event Branding

Changing Your Stadium Graphics for Multiple Sports, Teams, or Events

How Graphic Displays Elevate the Fan Experience in Stadiums and Sports Fields