Starting Point
HJK wanted to bring the pulse of home matches and match events to all city residents in real time, even beyond Bolt Arena. The goal was for Outshine's digital screens to live along with home match events: When is the next match? Who are we playing today? Who is in the lineup? And at the crucial moment: Who scored the goal?
The successful collaboration with HJK continues into the 2025–2026 season. At the heart of the joint effort has been the desire to continuously build new ways to bring match atmosphere and the club's visibility to the cityscape.
Execution
The core of the execution is Outshine's data-driven digital screens, which display match information and highlights in real time on the four digital screens in front of Bolt Arena as well as on selected digital screens in central Helsinki. Throughout the season, city residents have experienced the matches in real time:
• Match countdown: minutes and seconds until the next match starts
• Lineup: who takes the field for today's match
• Match status: scores in real time
• Goal scorers: names displayed right after a goal
• After the match: final score and post-match atmosphere
• Victory celebration videos captured from authentic goal-scoring moments, shown immediately after the match.
The collaboration has utilized innovative technology that enables HJK to manage content independently. The club can update its materials directly to Outshine's screens during and after matches. For example, an authentic goal-scoring moment or the highlight of a match in near real time.
This is not just about creating an experience within the stadium, but about bringing match atmosphere into the heart of an urban city and into people's everyday lives. Such a solution is rarely seen in Finnish outdoor advertising.
Results
The digital screens united moving images, information, experience, and community in a new way and brought the pulse of Bolt Arena to the heart of the entire city. The collaboration between Outshine and HJK demonstrates how sports, technology, and urban environment can meet – and ignite the entire city to shine in the rhythm of match day.
"The real-time nature of digital displays, ease of modification, and the future potential for moving images and interactive content opens up entirely new possibilities for both HJK and Bolt Arena," says HJK's Head of Communications and Marketing Juho Hirvonen.
Campaign team
