Chesterfield FC modernises its stadium with digital technology to improve the fan experience and generate new revenue streams.
Chesterfield FC has implemented Uniguest’s Sports Hub platform to transform matchday communication at the SMH Group Stadium, bringing Premier League-level technology to a League Two environment.
Founded in 1866, Chesterfield FC is one of the oldest football clubs in England and a central part of life in North Derbyshire. As the club worked to rebuild on the pitch and return to the Football League, it also focused on improving the stadium experience for fans, partners and the wider community.
There are two sides to having a successful football club. There’s what happens on the pitch, but off it we knew investment in the stadium was needed. We wanted fans to feel proud of the stadium as well as the team, said Ashley Kirk, Chairman of Chesterfield FC.
Although the stadium itself was modern, digital communication across the venue had become outdated and difficult to manage.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.
Chesterfield FC deployed Uniguest Sports Hub across approximately 40 screens throughout the stadium, including concourses, hospitality suites, offices and reception areas. The platform integrates IPTV and digital signage into a single interface, allowing the club to centrally manage content, layouts and scheduling while maintaining flexibility across different areas of the venue.
A key improvement has been the ability to control live content across the stadium. Thanks to integration with Sky Bright Box, different screens can now display different channels simultaneously, enhancing both the concourse and hospitality experience.
Sports Hub enables real-time interaction and instantly displays goals, substitutions and 50/50 draw results across stadium screens, keeping fans informed at all times.
Beyond matchdays, the platform supports the club’s 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 is constantly creating new inventory that we didn’t have before. Sponsors recognise they are reaching 8,500 people every Saturday, and that’s very powerful. It required some investment, but the return has already been very, very good – we are very pleased, added Kirk.
The expansion of the digital ecosystem has created new sponsorship opportunities across the stadium, while also strengthening the club’s conference and banqueting offering through more flexible and engaging event experiences.
The improvements have coincided with a strong increase in attendance, which has more than doubled in recent seasons. While on-pitch success has played a role, the enhanced matchday environment has also contributed to improved fan feedback and a stronger overall perception of the club.
Stadium technology needs to be both impactful and accessible across the sports and entertainment spectrum. 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 lower-league teams can create a high-quality, connected experience for their supporters, said James Keen, Executive Vice President of Marketing at Uniguest.
The project reflects a broader shift in the industry, where technology once limited to top-tier venues is becoming accessible to clubs at every level, enabling them to improve operations, unlock new revenue streams and deliver a more connected fan experience.
