The deal will bring customized short-form NBC content from the network’s sports, news, entertainment, weather and owned-and-operated stations to stadiums and arenas across the country.

Sports fans waiting at concession stands or other high-volume areas of the venue can watch NBC content customized for the arena, including local and national news and sports, trivia and weather updates. The content will run on a loop of approximately 10 minutes, with updates as necessary.

“Not only can we enhance the consumer’s experience with entertaining, relevant content, but we can also deliver customized marketing solutions to our core advertisers who are looking to extend their campaigns by reaching this passionate, highly desired and targeted audience,” said Mark French, senior vice president and general manager of NBCU Digital Place Based Media Network, in a statement.

The agreement also includes a joint sales and advertising relationship, giving potential advertisers a highly targeted audience to reach. The goal is to work with advertisers to develop ads to complement current on-air and online campaigns.

“Having sponsors’ brand messaging adjacent to relevant, informative NBC content will reach consumers in a powerful way. Also, the NBC sales push will raise our visibility and access to some of the larger advertisers in the United States,” Arena Media Networks co-CEO Tom Kiernan said in a statement.

AMN currently operates in 30 venues, including Yankee Stadium, Dodger Stadium and TD Banknorth Garden.

(Article written by Alex Weprin, and originally posted at Broadcastingcable.com.)