Chesterfield FC upgrades stadium with 40 digital displays

Chesterfield FC has upgraded its stadium with digital signage, installing 40 displays throughout the SMH Group Stadium, spanning concourses, hospitality lounges, offices and reception areas.

The club says it wanted to bring “Premier League-grade technology to a League Two environment” with the installation of the screens, which are designed 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. It enables the club to manage content, layouts and scheduling centrally while maintaining flexibility across different areas of the venue.

A key improvement has been the ability to control live content across the stadium. With Sky Bright Box integration, different screens can now display different channels simultaneously, enhancing both the concourse and hospitality experience.

Sports Hub also enables real-time engagement through event triggers, allowing goals, substitutions and 50/50 draw results to be shared instantly across the screen network.

Chesterfield FC is one of England’s oldest football clubs and wanted to improve the stadium experience for fans, partners and the wider community. 

Digital communication across the venue had become outdated and difficult to manage, content updates were manual, IPTV lacked flexibility and the club’s small internal team faced increasing pressure to keep systems running smoothly on matchdays.

“There are two sides to having a successful football club,” said Ashley Kirk, chairman of Chesterfield FC. “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 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.

“The team are constantly coming up with new inventory that we didn’t have before,” said Kirk. “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.”

“Stadium technology needs to be both impactful and accessible across the sports and entertainment spectrum,” adds James Keen, executive vice president of marketing at Uniguest. “From stadia and arenas to community venues and clubs, platforms need to scale to meet both engagement and budgetary goals. Chesterfield FC is a great example of how teams lower down the pyramid can create a high-quality, connected experience for their supporters.”