We’ll cut right to the chase.
The #1 way national brands build trust at the local level is being present in the community, but not just in a surface‑level way. Real trust comes from being meaningfully present in the moments that matter to local audiences.
For national brands juggling marketing across states, cities, and regions, that’s easier said than done. How do you stay locally relevant while still using scalable marketing techniques? We’ll show you how through scoreboard advertising.
How Local Presence Builds Consumer Trust
A clear shift is happening in consumer behavior: local relevance is driving trust, even for national brands. Consumers are increasingly defining “local” not by company size, but by whether a brand shows up where they live, gather, and spend time.
According to Agility PR Solutions, 67% of consumers say they trust local businesses more than online-only brands, and many include nearby locations of national companies in that definition. That trust deepens when brands feel connected to the community rather than simply visible within it.
Localized advertising also performs significantly better. Research from PR Newswire shows that 53% of consumers are more likely to make a purchase after seeing a local ad, compared to just 13% for national-only messaging. That preference is even stronger among younger audiences, with 81% of Gen Z and younger Millennials preferring advertising that feels localized, a demographic many brands struggle to reach through traditional channels.
Bottom line: Consumers don’t just want to see a brand; they want it present in their community.
Why Sports Sponsorships Create Community Trust
Sports have always played a unique role in community identity. They bring together families, students, alumni, and businesses around shared experiences, creating a powerful environment for trust and emotional connection. That’s why sports sponsorships consistently outperform many other forms of local advertising.
According to the Youth Sports Business Report, youth sports sponsorships drive 3x higher engagement among 18-34 year-olds compared to older demographics, with 75% of Gen Z consumers saying they’re more likely to support brands aligned with their values.
When a brand supports school athletics, it’s contributing to something people value. That distinction matters. Unlike digital ads that compete for attention, sports sponsorships are embedded in moments of excitement, pride, and connection.
In other words, brands don’t interrupt the experience, they become a part of it. The most consistent, high-visibility way to do that is by placing your brand where fans naturally look again and again throughout a game: the scoreboard.
Scoreboard Advertising
Scoreboard advertising delivers consistent, repeated visibility in environments where audiences are highly engaged and emotionally invested. Unlike fleeting digital impressions, scoreboard ads are seen live, in person, and repeatedly throughout an entire season.
Think about the number of times you look at a scoreboard during a game.
At Scoreboard Media, our partners routinely see over one million local impressions per year at a single school throughout regular season games. Sponsorships spanning multiple schools can generate exponentially more impressions, all within clearly defined local markets.
The audience scrolling past your logo they’re seeing it while cheering, celebrating, and being present in their community. That positive association carries weight, especially when consumers increasingly question the authenticity of digital advertising.
For national brands, scoreboard advertising offers something rare: local credibility combined with scalable execution.
Why Scoreboard Advertising Works for National Brands
National brands often struggle to balance uniform messaging with local relevance. Scoreboard advertising bridges that gap by allowing brands to maintain consistent creative while placing it in hyper-local, trusted environments.
Because schools and athletic facilities are deeply rooted in their communities, brands that support them benefit from the immediate trust by association.
Just as importantly, scoreboard sponsorships align with changing consumer expectations. Today’s audiences want brands to demonstrate values, not just visibility. Supporting youth sports, education, and community programs signals that a brand is invested beyond the transaction.
With a nationwide network of schools, Scoreboard Media enables national sponsors to advertise across multiple regions while still building meaningful local connections in each market.
Local Trust on a National Scale
Trust isn’t built through reach alone. It’s built by showing up consistently and meaningfully in the places that matter most to people.
- 67% of consumers trust local businesses more than online-only brands. (Agility PR)
- 63% of people view brands in local advertising as part of their community. (PR Newswire)
- 1M+ impressions can be gained in a single season in a single school through scoreboard advertising. (Scoreboard Media)
These numbers highlight why national brands that invest in community-centered advertising consistently outperform those relying solely on digital reach.
For national brands looking to build trust at scale without losing local relevance, scoreboard sponsorships offer a proven, repeatable path to meaningful community connection.
Being part of the community is what makes the difference and that’s exactly where Scoreboard Media helps brands win.
Connect with communities across the nation with Scoreboard Media, become a scoreboard sponsor today.
