May 21, 2026
May 21, 2026
Millard North High School
Millard North High School partnered with Scoreboard Media as part of a district-wide agreement covering all three Millard high schools, six middle schools, and the shared football stadium. Three years later, the district has more than doubled its annual sponsorship revenue, opened new student opportunities, and earned enough trust for Millard North to independently expand the relationship with a new scorer's table - a decision the athletic director credits primarily to one thing: convenience.
“The impact Scoreboard Media has had for Millard North is convenience. It takes so much off the AD’s plate because they take it and they run with it.”
— Keith Maly, Athletic Director, Millard North High School
Millard North is one of the largest high schools in Nebraska featuring a Class A program with more than 2,600 students, a shared football stadium with two other Millard high schools, and a community that shows up in force on game nights.
But size brings its own challenges. As both Athletic Director and Activities Director, Keith Maly is responsible for being at every event, coordinating every game, and managing the day-to-day for one of the busiest activity programs in the state. The idea of also running a full sponsorship sales operation on top of that workload wasn't realistic.
When Millard Public Schools first partnered with Scoreboard Media in 2022, the district already had Scorevision scoreboards in its gyms and at Buell Stadium. Sponsorships existed, but the program was being run with limited internal capacity. The district saw room to grow but didn’t have the internal bandwidth to capture it.
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When Scoreboard Media took over sponsorship management for the district, the model was simple.
Millard North was assigned a dedicated sponsorship coordinator, Brian Husmann, who operates as a true extension of the Millard North team. Brian handles every part of the sponsorship operation that would have otherwise sat on Keith's plate:
The administrative burden that comes with school sponsorship programs no longer exists at Millard North and Keith is able to focus on his core duties.
“Being an AD at a school this large, there’s a lot of my time that goes into activities and sports where I have to be at all the events and coordinate everything. If I didn’t have somebody like Brian to knock on doors and pound pavement to try to get advertising dollars for us, I have no idea where I would be able to find the time. It would be next to nearly impossible. He has helped take a huge burden off my plate for something I truly don’t know if I’d have the time to do.”
— Keith Maly, AthleticDirector, Millard North High School
Three years into the partnership, the numbers tell a clear story.
SinceScoreboard Media took over sponsorship management, they have more than doubled the annual recurring revenue for the school.
The growth wasn’t just a function of finding more sponsors. It came from upgrading the quality of every relationship, turning short-term, low-dollar commitments into multi-year partnerships.
Their largest sponsor, OrthoNebraska, is a clear example. When the long-time sponsor came up for renewal on a single static board, Keith introduced them to his Scoreboard Media sponsorship coordinator instead of handling the renewal himself. The result: a year-to-year contract was converted into a five-year deal with 4x the annual revenue.
The additional revenue has gone straight back into the programs at Millard North and across the district. It’s funding athletic equipment, facility improvements, and large-scale events that wouldn’t otherwise have been financially feasible, like the Battle at Buell — an outdoor volleyball event across all three Millard high schools that drew thousands of fans on a single night.
The financial impact is the easiest part of the partnership to measure. The student impact is the part Keith talks about with the most energy.
When the boards first went in, they were a sponsorship vehicle. They've since become something closer to a school-wide creative platform where students, teachers, and entire programs outside athletics have started building on.
“When kids see the graphics, they get a hunger for it. Like,‘Hey, this is kind of cool. If I have a technology background, this is something I might want to do down the road, even as a career.’ We’ve already started talking about getting a social media group of kids together. We’re starting to get kids who want to do the production side and help out.”
— Keith Maly, Athletic Director, Millard North High School
One of the most meaningful uses of the boards has been giving recognition to students in the fine arts, music, and academic programs who rarely see their work celebrated in front of the same crowd that fills the athletics events.
Last year, Millard North’s show choir was filmed on the school’s auditorium stage performing the national anthem. That video now plays on the scoreboards on days when a live performance isn’t possible.
“A lot of times, kids in the fine arts aren’t being recognized unless you physically put them in the gym. Now we have an opportunity to recognize the show choir group by doing a video recording and adding it to the board. It’s been perfect.”
— Keith Maly, Athletic Director, Millard North High School
In February 2026, three years into the district-wide partnership, Millard North High School made an independent decision to expand the relationship with Scoreboard Media to include a new scorer's table for its gym.
The decision didn’t come out of nowhere. The school had been running a scorer’s table from a different vendor for years with a financed-through-advertising model that Keith had inherited from his predecessor. And while the table technically worked, the operational experience told a different story.
Every time a sponsor needed an ad updated on the old table, it was on Keith to do the legwork.
“Every so often, they would call me and say a sponsor wanted to update their commercial spot. Then it was my job to pull out our score table, take a picture, send it to them to make sure everything was correct. I felt like I was doing somewhat of their job. With Scoreboard Media, that’s another thing I don’t have to worry about.”
— Keith Maly, Athletic Director, Millard North High School
When Scoreboard Media brought a demo scorer's table to one of Millard North's basketball games, the comparison was immediate.
The new scorer’s table comprised of two eight-foot tables joined together, with built-in outlets for iPads and devices and a noticeably sharper display, had stark improvements from the previous scorer’s table. The school had to previously roll in extra tables to seat scorekeepers, stats people, and newspaper staff. The new table comfortably sat everyone with room to spare and includes a deep inner bench where headsets, handheld shot-clock controls, beverages, popcorn could fit.
But while the hardware stood out, the biggest driving force for Keith’s decision to expand the partnership and bring on the new asset was what makes Scoreboard Media stand out: the hands-off sponsorship program. Brian would now manage the scorer’s table’s sponsorships, eliminating the workload the previous vendor had been adding to Keith's plate.
“As an AD, you’re working crazy hours throughout the course of an activity or a game. You’re looking for something that’s going to be simplistic and convenient, something that’s going to make your job a little bitfaster.”
— Keith Maly, Athletic Director, Millard North High School
For an athletic director already running one of the busiest activity programs in the state, that simplification was worth more than any feature spec.
The new scorer's table will be installed at Millard North in the coming weeks. Once it's live, every part of the school's game-day operation will run through Scoreboard Media — the boards, the sponsorships, the scorer's table, and every ad, contract, and renewal that comes with them.
Keith's already looking at what's next. A new outdoor board near the soccer field is in conversation with the district, more events like the Battle at Buell are in the works, and there’s a growing list of ways to put the boards to work.
Millard North High School is now setting the bar for what a Scoreboard Media partnership can look like.
“Why would you not do it? It brings so much more publicity to your school district because of the advertising that you can do and the highlights of kids that you can bring in and incorporate on those boards. What might seem like a huge cost at the beginning, you’re going to reap the benefits in the long run. It’s going to pay for itself because of what you can do with it.”
— Keith Maly, Athletic Director, MillardNorth High School
Notable Scoreboard Sponsors
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