Spectators attending events at Aloha Stadium could see advertising expanded to walkways, steps, bathrooms and seats this football season.

The stadium authority yesterday said it is encouraging its advertising partner, Hawaii Malls Inc., to expand the signage beyond the current scoreboard and other offerings.

"We're going to do whatever we can, as a business, to generate more revenue," said Kevin Chong Kee, chairman of the stadium authority. "If we give them more area to sell — and they are able to sell it — we receive more money."

Hawaii Malls Inc. has the contract to sell advertising space at Aloha Stadium, exclusive of what UH puts on the field for its events. Stadium spokesman Patrick Leonard said the contract calls for the stadium to receive 81 percent of signage revenue and Hawaii Malls Inc. 19 percent.

Figures for this past year were not immediately available.

The NFL, which controls signage for its annual Pro Bowl, already uses the so-called pivot points, the movable corners, for advertising. Hawaii Malls said it was looking into the feasibility of selling those as well.

A spokesman for Hawaii Malls said 12 of the 14 traditional locations in the north and south end zones have already been sold.