The Challenge of Limited Resources

Like many public-school districts, Abilene was exploring ways to generate additional revenue and expand student opportunities but lacked the resources and infrastructure to do so independently. Budget constraints were a particular concern, especially when it came to upgrading facilities and technology.

Their student media program was strong and growing, yet students had limited platforms to showcase their work. As Student Media Advisor Charity Bathurst described, the program often felt "stuck," facing roadblocks around access, funding, and opportunities for students to see their work come to life.

When deciding to work with a partner, the district wanted to think strategically about sustainability and growth, especially around athletics and student programming, while creating new revenue streams without burdening school staff.

Making It Happen

Scoreboard Media was introduced to Abilene through Kyle Becker, then School Board President, who immediately recognized the program's potential. District leadership saw clear value in both the revenue model and the opportunities it could unlock for students and athletic programs.

What made the difference:

Fully managed sponsorship model – Scoreboard Media handles everything from identifying sponsors to managing contracts and ad placements, allowing school leaders to focus on their core responsibilities.  

Zero financial risk – By funding the scoreboards upfront and implementing a clear long-term revenue plan, Scoreboard Media eliminated financial risk while delivering consistent, predictable income year after year.

Student-centered impact – Not only would this elevate their athletics facilities, but the partnership would open new opportunities for students in media and production.

As Derek Berns, District Athletic Director of Abilene Public Schools, shared:
“We thought it would be a good impact for our kids and our programs. This would be a really great asset to have at our school, so we were all in.”

The partnership originally began with sponsorship management on Abilene’s newly upgraded outdoor scoreboard. Three years in, it expanded into an additional indoor scoreboard installation with a fully managed sponsorship program and implementation of the Scorevision software across both boards.

The Process & Partnership

Once Abilene became a Scoreboard Media partner, the process was collaborative, transparent, and notably hands off for the school and athletic department.

Scoreboard Media managed installation end-to-end: coordinating logistics, bringing an experienced crew on-site, and handling technical setup with minimal disruption. Following installation, the Scoreboard Media team assumed full responsibility for sponsorship management, eliminating the administrative burden typically placed on school staff.

Athletic Director Derek Berns described the experience:

“I thought it (the process) was really smooth. They brought a crew out and installed the boards for us. The Scoreboard Media sponsorship coordinator has done a great job of doing the groundwork, which is nice as an AD. I don’t have to take care of those things. That’s a huge asset for us. He goes above and beyond and he keeps me updated with the process… CCs me on emails so I can kind of see every step of the way.”

Transforming the Game-Day Experience

The video scoreboards have fundamentally changed how games feel at Abilene. High-energy player introductions, instant replays, live stats, and student-produced hype videos create an electric atmosphere that rivals college and professional venues.

For visiting teams and their fans, the boards immediately signal that Abilene takes pride in its programs and invests in its students.

Derek Berns shared, “We constantly get told your gym is unbelievable atmosphere and a lot of it is due to the video board... It’s like what you see at NFL games or collegiate atmosphere. We’ve had multiple people when they come to our gym say, ‘How do you get one of those?’”

The boards have also created shared community moments from senior night tributes to spotlighting student achievements. These moments have strengthened the bond between the school and community, while showcasing the school’s student athletes.  

Growing Student Media Opportunities

One of the most significant impacts the partnership has had has been the growth of the student media program. Students now create real, audience-facing content for the video boards, gaining hands-on experience in live production, design, and storytelling. Revenue from the boards has funded cameras, replay systems, and other production tools allowing the program to keep up with technological advancements.

Student Media Advisor Charity Bathurst say the boards have transformed classroom assignments into real work with real visibility. Knowing their content will be seen by peers, families, and the community has increased student ownership, creativity, and pride. The media team is now viewed as "one of the teams" on campus.

As Charity shared:
“The boards have activated a lot of space for students to plug in. It adds a layer of excitement and responsibility, they want their work to be good because people are actually going to see it. They know this is their community that worked hard to put that board there, and they take ownership of that.”

The partnership also provided the seed money to launch the school’s first Media Day in 2021. The investment has since continued to push student creativity and strengthen school pride.  

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Community Impact & Sponsor Value

Longtime sponsor Kyle Becker—who originally introduced Abilene to Scoreboard Media while serving as School Board President—continues to support the program as a five-year Title Sponsor through his company, Smart Insurance.

The scoreboards provide high-frequency, high-visibility exposure across football, basketball, wrestling, and middle school competitions, keeping sponsors top of mind throughout the community.

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As Kyle shared:

"People see it. It keeps you top of mind, and it connects you to the community."

More than traditional advertising, sponsorship at Abilene aligns local businesses with student opportunities, school pride, and long-term community investment, creating value that extends well beyond game day.

Long-Term Success

Since the boards went live, the partnership has continued to grow. Each year, content, production value, and student involvement have improved, driven by the continued growth of Abilene's student media program.

The most visible result has been increased energy and engagement at school events, drawing more students into games and activities, including those who may not have attended before.

With 39 active sponsors and growing, Abilene High School stands as a clear example of what's possible when schools, communities, and local businesses work together, creating long-term value for students, athletes, and fans alike.

“I think the partnership's been great. All the things that I've listed, I could go over them again and again, but just the impact it has on our students in our media department, sports media department, the impact it has on our environment and our games is so evident and I would not want that to go away. So the partnership has been great and it allowed us to enhance what we do. And I think that's something I'll always look for is how can we enhance what we're doing. And this is one way we're enhancing our environment, enhancing our student opportunities. And we'll never not look into something like that in the future.” - Derek Berns, District Athletic Director, Abilene Public Schools, USD #435

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