Lyft Signs Multiyear Deal for Ad Placements on Sphere's Digital Signage
2026-09-17 · via invidis
Sphere Entertainment has named Lyft the official rideshare partner of Sphere in Las Vegas under a multiyear marketing agreement that puts Lyft branding across the venue's digital signage network. For an industry that watches how large venues monetize screen real estate, this is another data point on Sphere's approach to bundling physical infrastructure with advertising inventory rather than selling static ad slots on their own.
According to the announcement, the deal covers placements on in-venue IPTV displays and exterior signage, including screens in Sphere's rideshare lot. Lyft's brand exposure extends across live residencies, Sphere Experiences and other events held at the venue. The agreement also creates a dedicated Lyft pickup and drop-off zone at Sphere and adds in-app wayfinding meant to guide riders to and from the venue.
Marcus Ellington, executive vice president of advertising sales and sponsorships at Sphere, said the venue offers brands "unparalleled opportunities to connect with a global audience." Jordan Glassberg, vice president of partnerships at Lyft, said Las Vegas is one of the company's most active markets for live entertainment and event travel, and that the companies want to make the trip from ride request to arrival smooth for customers.
What's notable
The release does not disclose the length of the agreement in years, financial terms, or how many screens or specific locations within the rideshare lot will carry Lyft messaging. It also does not specify whether the IPTV displays referenced are the same in-room or in-venue systems used for wayfinding and information elsewhere at Sphere, or a separate advertising layer.
What the deal does show is a pattern Sphere has followed with other sponsors: tying digital signage placements to physical infrastructure changes, in this case a dedicated pickup and drop-off zone, rather than treating the screens as a standalone ad product. For operators of large venues, that model is worth watching. It suggests sponsors are less interested in buying isolated display inventory and more interested in packages that combine wayfinding, app integration and physical space alongside the screens themselves.
For digital signage vendors and CMS providers serving venues, the takeaway is that large-format DOOH deals increasingly get sold as part of a broader operational partnership, not a media buy alone. That has implications for how signage networks at stadiums, arenas and similar venues are packaged and priced to sponsors going forward.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
A multiyear agreement will give Lyft brand exposure across Sphere’s indoor and outdoor digital signage while adding a dedicated pickup and drop-off area at the Las Vegas venue.
Sphere Entertainment has named Lyft an official rideshare partner of Sphere under a multiyear marketing agreement.
The partnership combines transportation services with advertising opportunities across the venue’s digital ecosystem, including placements on in-venue IPTV displays and exterior signage, such as displays in Sphere’s rideshare lot.
Brand exposure will extend across live residencies, Sphere Experiences and other marquee events. The agreement also establishes a dedicated Lyft pickup and drop-off zone and adds in-app wayfinding intended to help visitors navigate to and from the venue.
“At Sphere, we welcome guests from around the world, offering brands unparalleled opportunities to connect with a global audience,” said Marcus Ellington, executive vice president of advertising sales and sponsorships at Sphere. “Lyft has built one of the most widely used rideshare platforms, connecting people to the places and experiences that matter most to them.
Lyft described Las Vegas as one of its most active markets for live entertainment and event travel. Jordan Glassberg, vice president of partnerships at Lyft, said the companies aim to make the customer journey seamless from the initial ride request through arrival at Sphere.
The agreement is another example of Sphere combining venue operations with integrated sponsorship inventory. Rather than limiting Lyft’s presence to conventional advertising, the partnership connects in-app navigation, physical transportation infrastructure and digital signage throughout the visitor journey.