AaB Transformed Stadium Communication with Digital Signage and Meeting Room Screens

Background

Each year, AaB welcomes thousands of guests, partners, and VIPs to football matches, events, and exclusive gatherings at the stadium. With many different zones, lounges, and shared areas, there are high demands for clear communication, atmosphere-creating content, and efficient navigation.

To support both matchdays and daily operations, AaB needed a professional digital signage solution that could centralize all communication and ensure a consistent, modern look and feel.

Challenge

AaB required a system capable of handling multiple communication tasks simultaneously and operating reliably in a fast-paced environment with many visitors. The solution needed to be able to:

• Communicate important information and build atmosphere on matchdays
• Ensure effective wayfinding so guests can easily navigate the VIP areas
• Display sponsor content, match graphics, and event overviews
• Support the administration of VIP lounges and skyboxes via meeting and information screens
• Enable the marketing department to update content centrally—without physically visiting each screen

Additionally, it was essential that the solution fit naturally into AaB’s existing workflows and make daily operations more efficient.

Why NordicScreen?

Statement from Maiken Andersen, Operations Manager

“We chose NordicScreen because they deliver digital signage solutions tailored to our needs. The solution is stable, flexible, and easy to work with on a daily basis, and it allows us to quickly adjust content across locations. From the very beginning, they demonstrated a strong understanding of our organization and workflows.”

A Unified Solution – Software and Hardware in Close Collaboration

NordicScreen delivered the digital platform and software, while AV-CENTER Aalborg—AaB’s long-standing AV partner—was responsible for installing all hardware. The collaboration ensured that screens, media players, and infrastructure worked seamlessly with NordicScreen’s software solution.

The solution includes, among other things:

• Software for meeting and information screens in VIP lounges and skyboxes
• Information screens displaying sponsor content, matchday visuals, and atmosphere imagery
• Digital wayfinding guiding guests safely around the VIP areas
• Q-Play, providing central control of all screens and content

With Q-Play, AaB can easily update layouts, adjust content flows, and run campaigns—directly from the office and without technical complexity.

Results

A more professional and engaging matchday experience
The screens are actively used to create atmosphere, communicate with guests and partners, and convey important information before, during, and after matches.

A secure and professional collaboration

“We have experienced a professional and solution-oriented approach, fast response times, and a strong willingness to help—both during the initial setup and in daily operations. There has been great dialogue, and we have felt confident throughout the entire process from implementation to operation.”
— Maiken Andersen, Operations Manager

Conclusion

With NordicScreen and Q-Play, AaB has strengthened communication in the hospitality areas through a modern and flexible digital signage solution that supports a professional and welcoming experience for partners. In close collaboration with AV-CENTER Aalborg, a stable and professional solution has been created—ensuring efficient operations and an improved experience for both guests and partners.

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