History and aesthetics of big screens in football

In the world of football, there’s an age-old tradition that unfolds when fans believe they've just witnessed a game for the ages. After embracing neighbors, celebrating with shouts and chants, and even shedding a few tears, many fans turn to the sky, capturing the moment with their phones as a tribute to a historic event. For Inter fans, this was especially true following their exhilarating Champions League semi-final against Barcelona, where the final score displayed on the big screen became the ultimate keepsake of a truly magical night. It’s a powerful testament to their presence, a straightforward way to proclaim, “I was there.” The visual resonance of that image speaks volumes, often requiring no additional caption for social media. This illustrates the crucial role that big screens play in enriching the football experience at the stadium.

The early days

The shift from traditional scoreboards to large video screens can be traced back to the mid-1970s; however, it was the early 1980s that truly reshaped the aesthetic and technological landscape of stadium experiences. In 1984, Udinese became a pioneer by installing one of the first large screens specifically intended for fan entertainment. The screen, known as the Cosmo and produced by Matsushita, served the Friulian club until the early 1990s. It provided spectators with updates on other sports during pre-match, while during the games, it displayed a continuous stream of advertisements interspersed with live updates from other matches. This marked a significant evolution in the function of big screens, effectively replacing radios as the main source for real-time scores and happenings from games being played simultaneously.

As individual league schedules become increasingly fragmented, both tech companies and football clubs are now tasked with reimagining how they utilize large screens and exploring innovative formats. In the past, the allure of cutting-edge technology often masked the stark architectural style of these massive displays. However, the 2000s marked a pivotal shift, prompting the need for these screens to align with the evolving design of stadiums. This shift led to the introduction of NFL-style jumbotrons, large structures suspended from the center of the field and from the stadium’s upper framework. Notable examples of this trend can be found in Germany at the AufSchalke Arena in Gelsenkirchen and the Waldstadion in Frankfurt.

The evolution

The latest advancements in large display technology, which are shaping modern European stadium architecture, originally gained traction in the United States. A case in point is Tottenham, which, in building its new stadium, partnered with Daktronics to install ultra-high-resolution screens in each of the four corners. Additionally, the stadium features three continuous ribbon boards that wrap around its structure, an innovative design inspired by U.S. arenas, particularly those used for NHL games. This technology not only enhances the stadium's branding potential but also enables dynamic graphic displays, such as celebratory animations during goals, that captivate the entire audience.

Real Madrid's president Florentino Perez has partnered too with Daktronics to enhance the fan experience at the newly renovated Santiago Bernabeu with the installation of an impressive giant screen. This cutting-edge 360° display is suspended from the roof and running around the entire perimeter of the pitch. This technological advancement elevates one of Europe's oldest stadiums into a modern era, reminiscent of the state-of-the-art facilities set to debut at the 2026 World Cup, such as the SoFi Stadium in Los Angeles. SoFi Stadium boasts the Oculus, a 360° structure featuring a series of double-sided 4K HDR video panels arranged in an oval configuration, suspended above the field of play.

The problem with replays

The latest development in the evolution of big screens technology presents a new challenge: determining the ultimate fan experience. Nowadays, matches are displayed on big screens to ensure that spectators remain fully engaged with the action on the field. This has created a curious situation where fans attend the stadium specifically to watch the game on a screen. Adding to this irony, while the entire match is broadcast, instant replays are notably absent. In the Premier League, there has been significant discussion around the possibility of displaying VAR footage to influence on-field refereeing decisions. This idea garnered initial support but ultimately did not progress. A similar scenario unfolds in Serie A, where the 'Regolamento Produzioni Audiovisive' explicitly prohibits the use of TV graphics on large screens, opting instead to replace replays, key game moments, or VAR reviews with specially designed graphics.

In an age where football fans can instantly relive moments on various devices, it seems outdated that stadiums lack access to this technology. Without replays, the primary purpose of large screens, to provide crucial reviews of goals and key plays, is lost. This leaves fans feeling disoriented by the live action they just witnessed. Instead, they must turn to their personal devices to catch glimpses of the game, often missing out while the match is still on. This compels them to wait until after the final whistle for highlights that will soon be available on numerous platforms. The responsibility to modernize the use of big screens falls not on the teams or tech companies, but rather on the governing bodies of football, including federations and leagues, to ensure that the stadium experience matches the technology available to fans outside.