Fortuna Sittard: Elevating the Matchday Experience with Scala

Goal

When Fortuna Sittard set out to replace the aging scoreboards in their stadium, the club quickly realized they needed more than just new hardware. They wanted a modern, flexible solution that could do much more than display the score. Their vision was twofold:

• Deliver clear, dynamic communication to fans inside the stadium.
• Create new opportunities for partners and sponsors through engaging digital displays.

From game clocks and substitutions to live ESPN footage and instant VAR (Video Assistant Referee) decisions feed, the goal was to transform screens into a platform for both fan engagement and commercial value.

Challenge

Finding the right technology partner wasn’t easy. The club tested several software systems but found that none met their unique requirements. Fortuna needed a solution that was:

• Reliable enough to perform live during matches.
• Intuitive and easy to operate under pressure.
• Scalable to grow beyond scoreboard basics into a full fan experience platform.

This required not only robust technology but also a collaborative partner who could help bring the club’s vision to life.

“When we decided to replace the scoreboards in the stadium, we needed software to operate them. At the time, we didn’t have much knowledge in this area, so we started looking externally for good software.
It was quite difficult to find the right fit. We ran some tests with different software and systems from various other vendors, but they didn’t meet our needs. We continued our search and came across Scala, a company specialized in working with LED screens.”
— Tobias Giesen, Communications & Media at Fortuna

Scala worked closely with Fortuna to design a tailored solution that met the club’s immediate needs and allowed for ongoing expansion. The custom HTML-based interface gave Fortuna intuitive control over every scoreboard function during live matches, while also creating new sponsorship opportunities.

     Key Features Implemented:

• • Scoreboards and control with a custom interface during matches.
  • Dynamic sponsor activations tied to match events, including goals, cards, substitutions, and VAR calls.
  • Business lounge, skybox, and concessions screens for extended fan and partner engagement.
  • Matchday enhancements like displaying the lyrics of the club song, triggered animations, and looping sponsor content.
  • Integrated live ESPN footage to bring fans even closer to the action.

“It all started with the basics, like the game clock and player substitutions. Then Scala gradually added more features, such as triggered animations for red and yellow cards, the text of the club’s song, content loops, advertisements, and now even VAR and live ESPN footage of the match.
Thanks to a close collaboration and regular exchanges with our partner’s experts, I truly believe we’ve found the perfect solution with Scala.”
— Tobias Giesen, Communications & Media at Fortuna

The collaboration between Fortuna and Scala has transformed the club’s in-stadium communication into a powerful fan engagement and sponsorship platform.

• Fans enjoy a richer matchday experience with clear, dynamic, and interactive content.
• Sponsors can align their brand with key match moments, increasing visibility and engagement.
• Fortuna has a scalable, reliable solution that continues to evolve with new features and opportunities.
  
  “At Scala, we pride ourselves on delivering complex, end-to-end digital experiences across a wide variety of display configurations — especially large-format LED. Whether orchestrating multiple surfaces, synchronising dynamic triggers, or integrating live broadcast feeds, our platform is built to support ambitious environments like Fortuna Sittard’s and scale as needs grow.”
  — Harry Horn, Scala EMEA General Manager

“When you see the impact of these screens and the intuitive solution and what that can do, it’s clear that the solution and screens help us attract many more partners who want to use this powerful communication channel. We’re really proud of that. It’s great to work together with a partner like Scala and create a true win-win situation.”
— Roger Kessels, Commercial Manager at Fortuna