Chesterfield FC, one of England's oldest football clubs, has taken a significant step towards modernizing its stadium experience. The club has installed 40 digital displays throughout the SMH Group Stadium, bringing Premier League-grade technology to a League Two matches. This upgrade spans concourses, hospitality lounges, offices and reception areas.
The primary objective behind this technological upgrade was to transform the matchday experience for fans at the stadium. The digital signage uses Uniguest’s Sports Hub platform to feed content to the displays. This platform allows Chesterfield FC to manage content layouts and scheduling centrally while maintaining flexibility across different areas of the venue.
One of the key improvements is in controlling live content across the stadium. With Sky Bright Box integration, different screens can now display different channels simultaneously - an enhancement that significantly improves both concourse and hospitality experiences.
Ashley Kirk, chairman of Chesterfield FC, said:
“There are two sides to having a successful football club. There’s what happens on the pitch, but off it we knew there was investment needed in the ground. We wanted fans to feel proud of the stadium as well as the team.”
“The team are constantly coming up with new inventory that we didn’t have before. Sponsors recognise they’re getting in front of 8,500 people every Saturday, and that’s powerful. It took a bit of investment, but the return has already been very, very good – we’re very pleased with it.”
Real-time engagement
Sports Hub also enables real-time engagement through event triggers such as goals scored or substitutions made during matches. It allows 50/50 draw results to be shared instantly across all screens in the network. This new system addresses previous challenges faced by Chesterfield FC where digital communication across their venue had become outdated and difficult to manage due to manual content updates and inflexible IPTV systems.
The expanded digital estate not only enhances fan engagement but also creates new sponsorship opportunities throughout SMH Group Stadium. Beyond matchdays, these platforms support Chesterfield FC's wider commercial strategy by allowing tailored branded content for conferences and corporate events displayed in hospitality suites. Moreover, integrating with Microsoft Teams Rooms turns idle meeting room screens into branded digital signage - a feature that further extends branding opportunities within office spaces at SMH Group Stadium.
This significant technological upgrade by Chesterfield FC demonstrates how sports clubs can leverage modern technology not only for enhancing fan experiences but also for creating new commercial opportunities. It sets a precedent for other clubs in League Two and beyond, showing how digital signage can transform the stadium experience for fans, partners and the wider community.
The expanded digital estate has created new sponsorship opportunities across the stadium. Beyond matchdays, the platform supports the club’s wider commercial strategy. Hospitality suites can display tailored branded content for conferences and corporate events, while integration with Microsoft Teams Rooms turns idle meeting room screens into branded digital signage.
