Every year, the Peerless AV Showcase at Lord’s Cricket Ground is one of the dates I circle in my calendar with genuine enthusiasm. It’s an event that’s built around something I believe in deeply: real conversations with the right people. 

Unlike the larger shows where we exhibit Scala’s scalable solutions, the AV Showcase feels special. The event has an intimacy and a focus and at Lord’s I know I will have time with our partners to really connect with them to discuss the projects they are working on, the concerns they have and where we can work collaboratively together to deliver digital solutions that deliver beyond client expectations. For me, it’s less about showcasing technology and more about reinforcing what Scala stands for as a partner: presence, commitment, and a genuine desire to help our partners grow. That’s the spirit I’ll be bringing to the AV Showcase tomorrow and Wednesday. 

It has been and continues to be a busy year for Scala, From launching Scala Quintet and the restaurant automation solution serving over one million correct orders within nine months of launch to the recently upgraded Scala Enterprise v13.60,  we have been working to deliver partners and end users the technology they want as well as the support they need. Our solutions have been appreciated by customers and lauded by the industry with my Spanish colleagues delivering an award-winning installation for the massive energy supplier, Repsol. I am happy to share more about everything we have been working on with those that come to see us at the AV Showcase. 

The big news we’re launching at the show itself is Scala: The First 40. As we approach our 40th anniversary in 2027, we’re calling on partners, integrators, clients and industry colleagues to share their memories, images, stories and milestones from working with Scala over the decades. I’ve been with Scala for nearly six years, but my relationship with the platform stretches back almost 25 years (I know, hard to believe looking at me right?) to my time as an end-user, so this anniversary celebration feels personal to me. Being a part of this industry for 40 years is a testament to Scala’s reliability, adaptability, scalability, and the extraordinary people who’ve been part of this journey.

If you’d like to contribute to Scala: The First 40 with a memory, an image, or an interview then  please get in touch at first40@scala.com. The deadline for submissions is 30 November 2026, and we’d love to hear from you. I am looking forward to celebrating with partners across 2027 and I will share more of our plans in the coming months. If I see you at AV Showcase this week or at another event I will probably be asking you how you feel this significant milestone should be marked as well as how we can work together to deploy solutions that continue to deliver for your clients for the next 40 years. 

It’s shaping up to be a brilliant couple of days. Come and find me at Lord’s. I am looking forward to seeing you there. 

Scala reflects on Retail Technology Show 2026, where interactive retail and hospitality solutions—from guided selling to full restaurant automation—demonstrated how brands can deliver smarter, more connected customer experiences at scale.

The investment in digital signage for stadiums is growing significantly, with the global market expected to reach USD 1.07 billion by 2034, up from USD 0.65 billion in 2024. The growing investment reflects the growing expectation of teams, supporters, and sponsors that the matchday experience will be something truly special and superior to watching at home.

​Dynamic digital signage in-stadium has a key role to play in elevating the matchday experience, rewarding fans, supporting teams, and incorporating advertising opportunities. From directing supporters to their seats or the restrooms, to informing them of crucial team changes or updating them on in-stadium offers and future fixtures, digital signage is crucial to the operations, sales, and success of sports and entertainment businesses.

​Wayfinding and More

Digital signage in stadiums plays a critical role in helping thousands of visitors navigate large and often complex venues. Strategically placed screens guide fans to entrances, seating sections, restrooms, concessions, and exits, helping to reduce congestion and improve the overall visitor experience. Real-time updates can show queue or wait times at food stalls or merchandise stores, allowing fans to plan their movements more efficiently and spend less time in lines. In addition to wayfinding, these displays are an effective channel for emergency messaging, providing clear instructions in case of incidents or evacuations. At the same time, the same screens can promote food offers, merchandise, and upcoming events, turning essential information points into valuable communication and revenue-generating tools.

​All of the Action on the Big Screen…

The stadium’s main screen is the focal point for fans and plays a major role in enhancing the event’s atmosphere. It is also a massive opportunity for event advertisers. Digital signage allows stadium operators to display player profiles, statistics, referee decisions, and instant replays of key moments, such as goals or decisive plays, all in real time. During breaks in play, this marquee screen builds anticipation before the match begins and keeps that momentum going during halftime with entertainment such as fan competitions, sponsor activations, and highlight reels. This screen also plays a key role in sharing the sports team’s history – their importance to the community, any charitable campaigns supported by the club, alongside personalized announcements recognizing the fans and players. The prominence of big screens in a stadium means execution needs to be flawless and often involves integrating information from multiple sources. By combining on-pitch play updates with results across the league, promotional information, fan messaging, and appropriate social feeds, the big screens in a stadium prove themselves a critical component of the matchday experience.

​…And on the Smaller Screens

While the main screen captures attention, smaller digital displays across the stadium play a complementary role. Digital ‘ribbon’ signage running around the field and the stands can display advertising, sponsor messages, and lucrative brand takeover opportunities. They can also show messaging to reinforce what appears on the big screen. Screens located in concourses, hospitality areas, and other high-traffic areas provide additional information, including live match updates, player statistics, substitutions, and league rankings. These displays ensure fans remain connected to the action even when they leave their seats to use the restroom, get food, or buy merchandise.

Keep Employees Informed

Digital signage is also a powerful internal communication tool for stadium operations. Staff-only displays can alert employees to areas experiencing high foot traffic where additional support may be required. In concession areas, screens and integrated solutions such as Scala’s Quintet can help streamline ordering, manage food orders, track preparation status, and communicate with customers. During emergencies or operational changes, digital signage provides a fast and consistent way to communicate instructions to staff across the venue, helping teams respond quickly and maintain a safe, well-managed environment.

​For the Fans

Creative use of in-stadium digital solutions can extend beyond simply informing fans of players, plays, and points or sharing their social posts on the big screen. The use of digital and touchscreen technology can create opportunities to share a club’s historical highlights. Touchscreens can also provide fans with opportunities to interact, such as entering competitions, purchasing or upgrading seats, ordering personalized merchandise, posing for an augmented reality photo with their favourite player wearing, or simply signing up for a mailing list. These interactions open up more opportunities for fans to deepen their relationship with their club while giving the club more insight into what fans really want.

​Digital solutions, including signage, have become an essential part of the modern stadium ecosystem. By guiding fans, enhancing on-screen action, supporting staff, and unlocking new advertising opportunities, digital solutions help transform live sport into a more connected and memorable experience. When executed strategically, in-stadium digital displays do more than inform—they strengthen fan engagement, improve operational efficiency, and create new avenues for revenue and long-term growth.

Scala is already helping clubs transform the matchday experience. To see how these principles work in practice, read how Fortuna Sittard partnered with Scala to replace aging scoreboards with a scalable digital platform — integrating custom scoreboard control, live ESPN feeds, instant VAR updates and event-triggered sponsor activations across their stadium.