Daktronics Sports Marketing
Funding Scoreboards & Video Displays for Schools
What is Daktronics Sports Marketing?
Daktronics Sports Marketing (DSM) helps K–12 schools offset the cost of scoreboards and video displays through local business sponsorships. When a school purchases a video display from Daktronics, DSM provides marketing services at no additional cost, and the school keeps 100% of the sponsorship revenue.
Proven Results for K–12 Schools
For more than two decades, Daktronics Sports Marketing has helped K–12 schools turn sponsorship fundraising into real investments in athletic facilities and technology. The results below highlight the impact DSM has delivered nationwide.
1,400+
schools supported since 2017
$320M
in equipment funded by schools through DSM
$50,000
average annual revenue raised
South O'Brien High School
Paulina, Iowa | Raising $115K annually
South O’Brien knew that even as a small, tight‑knit community, they wanted to provide big‑time opportunities for their athletes, students, and fans. Inspired by what other schools were accomplishing with indoor and outdoor video displays, the district partnered with Daktronics and Daktronics Sports Marketing to bring that vision to life. Today, South O’Brien generates more than $115,000 in annual revenue, features modern video technology, and gives students hands‑on experience operating the Daktronics Show Control system—proving what’s possible when a community invests in its students and believes in its future.
Ralston Valley High School
Ralston Valley, Colorado | Raising $34K annually
Ralston Valley set out to elevate the game‑day experience while creating meaningful, real‑world learning opportunities for students. By partnering with Daktronics and Daktronics Sports Marketing, the school implemented advanced video technology that quickly became a centerpiece of its events and media program. The impact has extended beyond the campus, with local media highlighting the video board and student production crew, showcasing how Ralston Valley is using technology to prepare students for future careers while delivering a professional‑level experience for fans.
Benton Schools
Benton, Illinois| Raising $91K annually
Benton Schools wanted to modernize the scoring equipment in both their gym and stadium while finding new ways to support their programs financially. Through a partnership with Daktronics and Daktronics Sports Marketing, the district achieved both goals with indoor and outdoor video boards that enhance the fan experience and create new revenue opportunities. Today, Benton Schools generate more than $91,000 annually and provide students with hands‑on experience using the Daktronics Show Control system—combining upgraded technology with valuable educational impact.
Trusted by Schools Nationwide
Real People. Local Support. National Reach.
Athletic directors nationwide rely on DSM to help fund athletic facilities through sponsorships. With more than two decades of experience, DSM’s people‑first, school‑first approach has helped K–12 schools turn sponsorship fundraising into meaningful investments in facilities, technology and more. This drives long‑standing partnerships across the country.
Our DSM experts have 140 years of combined experience, with an average of 14 years per person.
How We Do It
Facility Analysis
Your DSM team will review your existing sponsorship inventory and scout community businesses to asses your facility's revenue potential.
Project Design & Packages
We'll help you create custom video/scoreboard designs for high traffic areas and help develop packages that maximize your ROI.
Sales Training & Consultation
DSM pros will help you create a successful marketing campaign. You'll learn how to secure sponsors through a sponsor prospectus, social media ads, and animated design concepts.
Sponsorship Fulfillment
Your dedicated DSM pro will secure the logos, digital ads, and other assets needed for a sponsorship. We'll also provide a website, game scripts, and ideas for building lasting partnerships.
Frequently Asked Questions
How do schools pay for video boards and scoreboards?
Schools pay for scoreboards and video boards in a number of ways:
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Outright purchase: Schools pay from their general fund and then offset the cost over time through sports marketing and sponsorship revenue.
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Tax-exempt lease: A 3–5 year lease with a $1 buyout at the end allows schools to align annual sponsor revenue with predictable yearly payments.
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Sponsorship-driven projects: With support from DSM and a strong sponsorship plan, advertisement revenue can pay for the investment. We’ve even seen one or two local businesses fully fund an entire project.
Is Daktronics Sports Marketing really free?
Yes. Daktronics Sports Marketing (DSM) is free for schools. When a school partners with the Daktronics Sports Marketing team:
- 100% sponsorship and advertising revenue goes directly back to the school
- There are no upfront costs, fees, or ongoing obligations
- DSM handles sales, service, and advertiser relationships
The only requirement is that when advertising revenue is generated through DSM, the school purchases its video display system from Daktronics. This ensures a fully integrated solution that maximizes sponsorship value and long‑term performance
How long does it take to secure sponsors?
The exact timeline depends on alignment and preparation.
Before reaching out to local businesses, the Daktronics Sports Marketing (DSM) team works closely with the school, booster clubs, and sports teams to ensure everyone is on the same page. This collaborative approach helps:
- Reduce duplicate or competing sponsorship requests in the community
- Respect local businesses’ time and budgets
- Build stronger, long‑term partnerships
Do schools control which sponsors appear?
Yes. Daktronics Sports Marketing representatives work closely with each school to create a marketing plan and a list of businesses to approach. The school can then use the plan as they see fit.
What types of businesses typically sponsor schools?
We often see banks, credit unions, restaurants, car dealerships, healthcare providers, and local community colleges—but sponsorships are not limited to any business type. We’ve seen dog groomers and lawn service businesses see the value in partnering with their high school!
What happens after sponsors are secured and how do we fulfill what was promised?
A fulfillment specialist with the Daktronics Sports Marketing team will work with you and top level sponsors to collect the logos, commercials and other files based on the sponsorship type that was promised. We will provide these files once the order is placed!