It's not just the biggest board, it's boards everywhere. It's a huge ribbon in the North Endzone. It's boards facing Kirby. It's bigger boards on the facia of the balcony. 8 bleacher displays, which I'm guessing hang on the underside of the bleachers instaed of the ones that hang off the towers facing into the underside of the balcony (where they can't see the main screen).

This is gonna drag a lot of eyeballs to the screens, and thus a lot of eyeballs to the advertising.