Sports and dining go hand in hand
In Canada, sports and dining are closely linked. Hockey, basketball, soccer, and football bring fans together in restaurants and bars across the country. These venues are full of energy on game nights, and Digital Out of Home (DOOH) campaigns are uniquely positioned to tap into that excitement.
Why game nights are powerful for DOOH
Sports fans often spend longer in restaurants when watching games, increasing dwell times even beyond the average one hour. This gives advertisers more opportunities to reach an engaged audience. Guests are already tuned in to the screens around them, making tabletop ads blend naturally into the environment.
How DOOH targets sports fans
- Real-time triggers: Ads activate during live games, connecting brands directly to the event
- Contextual relevance: Sports-related ads fit perfectly with the mood of the evening
- Long exposure: Fans often see the same ad multiple times during a game
Examples of sports-driven campaigns
- Beer and beverage brands: Promoting drink specials tied to specific teams or match moments
- Sportswear companies: Highlighting gear or merchandise when fans are most emotionally connected
- Betting and gaming apps: Running live offers linked to ongoing games
Case study: game night results
A Canadian sports bar network introduced DOOH campaigns during hockey playoffs. Ads from beverage brands were shown at key moments, like the start of each period. Results included a measurable increase in drink sales and higher ad recall among fans compared to standard placements.
Benefits for restaurants
Restaurants hosting sports-focused DOOH campaigns enjoy multiple advantages:
- Increased revenue from beverage and food upsells
- Passive ad income from sports-related campaigns
- Higher guest satisfaction thanks to timely, exciting content
Benefits for advertisers
Advertisers connect with fans at the peak of their excitement. Unlike online ads, DOOH campaigns can’t be skipped or ignored. Fans are immersed in the atmosphere and naturally engage with the content shown at their tables.
Boosting engagement with QR codes
Adding QR codes to DOOH campaigns allows fans to take instant action. They can scan to access promotions, buy merchandise, or join contests. On game nights, this interactivity feels natural and adds to the energy of the event.
Building brand loyalty
Sports fans are passionate, and connecting with them in the right setting builds long-term loyalty. Brands that show up during key sports moments are remembered long after the game ends, creating lasting associations between the brand and the fan experience.
Why Canada is the perfect market
From NHL hockey to CFL football, Canada has some of the most dedicated sports fans in the world. Game nights bring in large crowds, giving advertisers access to concentrated audiences that are hard to reach anywhere else. DOOH in restaurants is a natural fit for this culture.
Steps to run sports-driven DOOH campaigns
- Identify key sports events relevant to the target audience
- Create campaigns tailored to the excitement of the game
- Use triggers to activate ads at the right moments
- Add QR codes or AR features for interactivity
Key takeaways
- Game nights create long dwell times and high engagement
- DOOH campaigns blend naturally into sports bar settings
- Brands benefit from timely, memorable connections with fans
- Restaurants earn both upsell revenue and ad income
For restaurants and advertisers in Canada, DOOH on game nights is more than just exposure — it’s a chance to connect with passionate fans in the moments that matter most.
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