Daktronics Has Big Role In Super Bowl


A South Dakota company has a big role in this year’s big game.

Daktronics has made displays for 15 consecutive Super Bowls.  This time its products may be more visual than ever before. 

As Atlanta gears up for Super Bowl LIII, a KELOLAND company is also preparing for kickoff.

At Mercedes-Benz Stadium Brookings-based Daktronics has 16 LED displays totaling 85,500 square feet. 

“It’s pretty exciting for all of us. We had a huge team that put this together,” Business Development Engineer Todd Rose said.

Rose was one of the lead engineers on the Atlanta project, which includes the largest video scoreboard in the world. 

“It’s the same height as Mount Rushmore. If you laid it out, it would be three times as wide,” Rose said.

KELOLAND News has followed this project for a few years. We took video of the so-called Halo Board sitting in the Daktronics parking lot in 2017. 

“Nobody can have the Halo in their house. Everybody can have a very nice screen, but every team needs to figure out how do they get patrons to leave their house and come to the events,” Rose said. 

In addition to its products, Daktronics will also have six employees working at the Super Bowl. 

“We’ll do pre-event checks. We’ll be there early on game day. We’re there to make sure everything goes smoothly,” Service Manager Stephanie Walker said.

An event that could score more business for the Brookings company, and talking about winning–who are they cheering on? 

“Patriots–they’re a good customer of ours,” Rose said.

Customers that happen to be competing in front of millions of people. 

Daktronics will also have displays at next year’s Super Bowl, which is in Miami. 

KELOLAND News has set up an entire page on our website devoted to this year’s big game, which is on CBS. 

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