Creative Realities Lands Largest Stadium Deal Yet at New Nissan Stadium
2026-08-03 · via AV Magazine
Creative Realities has been named the official digital signage provider for the new Nissan Stadium in Nashville, landing what the company calls its largest sports and entertainment venue deployment to date. The contract covers procurement, installation and support for about 1,600 digital display and IPTV endpoints across the venue ahead of a planned 2027 opening.
For operators watching the stadium and arena segment, the scale here is the headline. Sixteen hundred endpoints across suites, concourses and premium hospitality areas is a sizeable single-venue rollout, and it points to where the money is in venue signage right now: centralized management systems that can push live video, wayfinding and sponsor messaging across a mix of display types from one platform.
According to the announcement, the system will support venue-wide communications, live video distribution and targeted sponsorship messaging. That last point matters commercially. Stadiums increasingly treat their screen networks as an advertising and sponsorship asset as much as a fan-information tool, and a unified content management layer makes it easier to sell and traffic sponsor content across concourse boards, suite displays and concession menus without manual updates at each endpoint.
The 60,000-seat Nissan Stadium, still under construction, will be home to the Tennessee Titans and Tennessee State University's football program, and will also host concerts. It is scheduled to host Super Bowl LXIV in 2030, which raises the stakes for the AV infrastructure well beyond a typical NFL season. A Super Bowl broadcast and hospitality footprint tends to push venues toward higher-spec displays and more redundancy in the control system, though the announcement does not detail hardware specifications, display brands or the CMS platform being used.
Creative Realities positions this as part of a broader push into sports venues. The company says it has been involved in more than 20 stadium and arena projects across North America since 2025, which suggests a deliberate strategy of building out a specialty practice in this vertical rather than treating stadium work as one-off jobs. For competitors in the space, that track record is now a selling point Creative Realities will lean on for future bids.
What the release does not say is as notable as what it does: no contract value, no specific display manufacturers, and no detail on how many of the 1,600 endpoints are large-format video versus smaller IPTV or menu-style screens. Tennessee Titans senior vice-president of technology and innovation Andrew McIntyre said the goal is to create the best possible fan experience, while Creative Realities' Lee Summers described the project as building a connected in-venue experience rather than simply installing displays. Both are standard framing for a deal of this size, and the real test will be whether the system holds up once game days and Super Bowl-level scrutiny arrive in 2027 and 2030.
The announcement in full
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By AV Magazine in Digital Signage and DOOH , Sports and arenas , US&Canada August 3, 2026 0
The company will procure, install and support about 1,600 digital display and IPTV endpoints at the Nissan Stadium which will host NFL and college footballs teams, and concerts from 2027.
Creative Realities has been named the official digital signage provider for the Nissan Stadium, which is under construction in Nashville.
Under the agreement, the company will provide procurement, installation and support for about 1,600 digital display and IPTV endpoints throughout the stadium ahead of its planned 2027 opening.
The deployment will provide centralised management of digital content across suites, concourses and premium hospitality areas, enabling venue-wide communications, live video distribution and targeted sponsorship messaging.
The 60,000-seat Nissan Stadium will serve as the home of the Tennessee Titans and Tennessee State University American football teams, while also hosting concerts. The venue is scheduled to host Super Bowl LXIV in 2030.
The project is Creative Realities’ largest sports and entertainment venue deployment to date. Since 2025, the company has been involved in more than 20 stadium and arena projects across North America.
Tennessee Titans’ senior vice-president of technology and innovation, Andrew McIntyre, added: “Our vision for the new Nissan Stadium is to create the best fan experience possible.”
Lee Summers, president of sports and entertainment at Creative Realities, added:”This project goes beyond installing displays. It’s about building a connected in-venue experience that keeps fans informed and engaged while giving the organisation new ways to communicate, activate sponsorships and enhance the overall fan experience.”