Outdoor advertising company Lamar has agreed a deal with Allegiant Stadium to become its exclusive out-of-home advertising provider.

The deal has been signed as the new 65,000-seat stadium, which will serve as the home of the Las Vegas Raiders NFL team, prepares to open later this summer.

Lamar will deploy nine off-premise digital billboard displays for general advertising in a move to attract fans as they go to and from the stadium and the airport. Lamar will also provide a large on-site, full-motion digital marquee unit for exclusive use by Allegiant Stadium and the Raiders.

Christopher Prickett, vice-president and territory manager at Lamar Advertising Company, said: “There is so much excitement and anticipation for the opening of the Raiders’ new stadium and we are thrilled to be a part of it.

“Bringing together two iconic brands, Lamar and the Raiders, in the fastest-growing sports city in the US is a testament to the vitality of our respective businesses. We look forward to giving advertisers the opportunity to engage with football fans and event attendees at the stadium in a meaningful and memorable way with our new inventory.”

Raiders president Marc Badain added: “The Raiders are excited to partner with Lamar Advertising, connecting the organisation to one of the largest outdoor advertising companies in the world.

“The digital billboard displays and the full-motion digital marquee at Allegiant Stadium will not only reach visitors on game day, but will serve to further connect the team to Raiders fans everywhere.”

Allegiant Stadium is currently 98 per cent complete and will open in time for the 2020 NFL season but it remains unclear how many fans, if any at all, will be allowed to attend games due to ongoing restrictions imposed by COVID-19. As well as hosting Raiders games, the stadium will stage major concerts.

Last week, multinational brewing company Molson Coors agreed a deal to become the official beer and a founding partner of Allegiant Stadium. Molson Coors brands will be available to fans attending all sporting events and concerts at Allegiant Stadium, while the partnership will also include prominent branded environments, experiences and fan engagement assets.

Image: Allegiant Stadium (Instagram)