If the marketing people get a hold of the new scoreboard it will all be a waste.
If the AD actually uses the new scoreboard to enhance the game-day experience with replays, game content, stats, and pertinent game information, I will personally up my donation in 2012 and willingly pay more for tickets (within reason, of course).
If it is a bigger version of Apple Shuffle, Pizza Hut delivering one 87 cent pizza to one person out of 40,000, Jeff Johnson's awful warbling, or animated cars speeding down an animated road I will reduce my donation in 2012 and will consider whether I renew tickets at all.
Odd that a scoreboard can make or break financial decisions made by groups and families but they have one opportunity to get this right and return sponsorship to its rightful place. The marketing people will have the final say - whether they hurt ISU Football by diluting the game day experience or by enhancing it and making it more attractive.
Let's hope they make the right decisions.