Chesterfield FC modernises matchday communication across the SMH Group Stadium

Delivering Premier League-grade digital infrastructure at League Two scale.

Founded in 1866, Chesterfield FC is one of England’s oldest football clubs and a central part of life in North Derbyshire. As the club worked to rebuild on the pitch and return to the Football League, attention also turned to the matchday environment at the SMH Group Stadium.

There are two sides to having a successful football club, 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.

Ashley Kirk

Chairman of Chesterfield FC

While the stadium itself was modern, parts of its infrastructure had been under-invested over time. Digital communication in particular was manual, inconsistent and difficult to manage with a small internal team. The objective was not complexity, but access to the same standard of digital infrastructure used at top-flight stadiums – delivered at a scale and cost that worked for a League Two side.

Creating a more connected stadium

Before deploying Uniguest Sports Hub, the club’s digital signage and IPTV setup lacked flexibility and central control. Content updates were time-consuming and every screen across the stadium displayed the same broadcast channel.

It was clunky, you’d upload content, go to a lounge to check it and sometimes it wouldn’t be there. Then you’re trying to fix it before an event starts. It took up a lot of time.

Adam Croot

Head of Ticketing at Chesterfield FC

Chesterfield implemented Uniguest Sports Hub across approximately 40 screens throughout the stadium, spanning concourses, hospitality lounges, offices and reception areas. Digital signage and IPTV were unified into a centrally managed platform, giving the club full control over scheduling, layouts and permissions.

Matchday wraps now display fixtures, sponsor placements and countdown timers to kick-off. Hospitality areas feature tailored layouts aligned to lounge branding, while concourse screens combine live broadcast feeds with digital signage zones.

A significant operational shift has been IPTV flexibility. With Sky Bright Box integration, individual screens can now display different channels simultaneously.

Now we can change channels across the concourses at the press of a button, or even have different channels on every TV, operationally, it’s a lot better. It just works.

Adam Croot

Head of Ticketing at Chesterfield FC

Supporting real-time engagement

Sports Hub’s event trigger functionality has added immediacy to the matchday experience. Goals, substitutions and 50/50 draw results can be pushed instantly across the screen network, ensuring fans stay informed wherever they are in the stadium.

The platform also supports non-matchday activity. Hospitality suites can display tailored branded content for conferences and corporate events, while Sports Hub integrates with Microsoft Teams Rooms, turning idle meeting room screens into branded digital signage.

We use the event triggers a lot, If someone’s in the concourse buying a pint, they can still see what’s happening. It keeps everything connected.

Adam Croot

Head of Ticketing at Chesterfield FC

Unlocking new commercial opportunities

For a club operating outside the Premier League, return on investment is critical. The expanded digital estate has created new sponsorship inventory across the stadium, including branded countdown timers, concourse wraps and event-trigger moments.

Digital signage has also strengthened the club’s conference and banqueting proposition. Enhanced layouts and branding options allow Chesterfield to offer more compelling packages to local businesses and community organisations.

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

Ashley Kirk

Chairman of Chesterfield FC

Strengthening the matchday experience

Attendances at the SMH Group Stadium have more than doubled in recent seasons, with average home crowds now around 8,500. While progress on the pitch has played its part, improvements to the stadium environment have reinforced a sense of professionalism and forward momentum.

For the operational team, the benefits are equally clear. Central scheduling, defined user permissions and reliable performance have reduced manual intervention and freed up staff time.

We do fan surveys every year and our net score has gone up dramatically, improving the experience off the pitch has played a big part in the feedback we’re getting. There’s no more running between rooms trying to fix screens, everything’s scheduled and managed centrally. For a small team like ours, that makes a huge difference.

Ashley Kirk

Chairman of Chesterfield FC

A scalable foundation for the future

Chesterfield FC’s investment in digital signage and IPTV forms part of a broader long-term plan to balance on-pitch ambition with off-pitch sustainability. By modernising its digital infrastructure, the club has improved operational efficiency, expanded commercial opportunity and enhanced the matchday experience for supporters and partners alike.

As the club continues to evolve, Sports Hub provides a scalable foundation that can grow alongside it – supporting matchdays, events and community engagement for years to come.