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The Challenge: SoFi Stadium was envisioned not just as a home for the Los Angeles Rams and Chargers, but as a premier destination for global events, including the Super Bowl, College Football National Championship and the Olympics. The challenge was to integrate a multitude of sponsor activations and branding elements into this expansive venue without compromising the fan experience.
Location
Inglewood, CaliforniaPartners
StadCo, Legends, HKS
36,000 lbs.
Total weight of the North Roof exterior signage
15+
Sponsorship and brand activations DI developed within SoFi Stadium
Crafting the Solution: Dimensional Innovations was brought on board nearly two years prior to the stadium's opening in 2020. Collaborating with Legends, HKS, StadCo and other partners, the team began a mission to weave sponsor narratives into the fabric of the stadium.
A significant undertaking was the design and fabrication of the stadium's iconic letter sets. These massive installations, adorning the roof, atriums, internal bowl and bridges, were not only visually striking but also engineered to withstand seismic activity—a nod to California's unique environmental challenges.
Beyond structural elements, the team focused on creating immersive brand environments. The SoFi Circle, for instance, offers a dynamic space featuring food and beverage options, pop-up interactives, and lounging areas, all under the SoFi brand umbrella. Additionally, dedicated hospitality areas provide guests with premium experiences, blending comfort with brand storytelling.
Throughout the project, the emphasis remained on ensuring that each sponsor's presence enhanced the overall fan journey. By integrating over 15 unique sponsor activations, the stadium offers a cohesive and engaging environment that resonates with visitors.
In the end, SoFi Stadium emerged not just as a venue, but as an experience—a place where sports, entertainment, and branding coalesce to create unforgettable moments.
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Justin Wood
Principal / Sports + Higher Education Practice Director
With over 20 years of experience communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of expertise to Dimensional Innovations. As the Sports and Higher Education Practice Director,... more about Justin Wood
Lyndee Trost
Executive Creative Director
As a Creative Director, Lyndee brings over 20 years experience to the DI design team. With a background in print design, she understands the importance of composition and hierarchy to tell a visually impactful story. Lyndee is detail... more about Lyndee Trost
