10 Tech Strategies That Stadiums and Venues Use to Delight Fans and Boost Loyalty

Fan experiences at stadiums and venues are undergoing unprecedented transformations due to data and new technology. Teams and venues are leveraging data, applications, beacons, and digital innovations to enhance operations, elevate player performance, and enrich fan experiences. The foremost objective is to attract fans to stadiums, immerse them in the action, and create experiences that encourage loyalty.

In the U.S., teams are investing millions to enhance connectivity and convenience within their stadiums. Fans attending games want to engage, share experiences, and remain social while enjoying the event. Although many college teams are still lagging in providing Wi-Fi access in their stadiums, the trend is rapidly shifting. Colleges are even contributing to the competitive landscape by ensuring every fan has a great seat, whether in the bleachers or the VIP sections.

Attending live events has evolved beyond merely watching a game or concert from a seat. Fans now anticipate a carefully curated blend of physical and digital interactions, spanning their mobile devices, digital screens, kiosks, concession areas, and virtually all parts of the venue.

Access our guide on unifying fan data for more ticket sales and optimal sponsorship opportunities.

What strategies can teams and venues implement to transform casual viewers into dedicated superfans willing to attend events in person? Here are the top 10 technological advancements that teams are prioritizing:

1. A Robust Wireless Network Solution

Maintaining connectivity for fan engagement is the primary concern, not only for spectators but also for internal personnel, vendors, contractors, media, and luxury suite attendees. Many younger fans are opting to leave stadiums at half-time when connectivity is insufficient. Furthermore, enhanced Wi-Fi can lead to increased revenue through additional food, drink, merchandise, and upgrade sales. Providing Wi-Fi isn’t sufficient; fans demand fast, secure, and dependable connectivity. On average, larger stadiums are installing over 700 wireless access points, with several third-party companies like AT&T, Cisco, and Verizon offering comprehensive wireless network solutions.

2. Cutting-Edge Mobile Applications

Mobile applications are emerging as the most effective and profitable means of engaging and activating fans during live events. Certain professional sports teams have already developed apps that enable fans to secure parking, acquire premium seat upgrades, check in and find their seats, order food and beverages to be brought to them, identify the nearest restroom with minimal wait, view high-definition instant replays and close-ups, and access exclusive content and promotions,Fans can access coupons, statistics, and traffic information, as well as find the fastest route home after the game. This innovative functionality is already in place, and various teams are racing to match the mobile experiences offered by others that have embraced these advancements.

3. Mobile Point-of-Service (POS)

Numerous stadiums and event venues have already successfully implemented mobile POS (point-of-service) systems. This allows for the placement of numerous vendors throughout the stadium, selling food, beverages, and merchandise, enabling fans to remain in their seats without the need for lengthy lines. Mobile POS systems facilitate quick and secure transactions for concessions and merchandise, while also optimizing space, labor, and time.

4. Beacons

Although the adoption of beacons in stadiums has been gradual, they are definitely on the rise. Teams that have already integrated beacons utilize them to deliver exclusive, venue-specific promotions and quizzes directly to fans’ devices. Additionally, geomapping features assist in guiding fans to the nearest restroom with the least wait time, among other benefits. Crucially, teams employ beacons to monitor fan behavior, movement, and spending patterns within the stadiums. Currently, 20 out of 30 MLB stadiums have implemented beacons.

5. Digital, Touch-Screen

Kiosks

Scattered throughout many major venues, these cutting-edge self-service digital kiosks assist fans in locating venue maps, restrooms, amenities, and vendors. Additionally, they serve the purpose of facilitating purchases for upgrades, merchandise, as well as placing food and beverage orders.

6. Giant HD Video Screens

Although once seen as a luxury, large digital screens are rapidly becoming essential. Not every venue can boast a 190-foot screen (which is three-fourths the size of a football field) like the one at Auburn University’s Jordan-Hare Stadium. It is more effective to position multiple smaller screens throughout the venue, allowing fans to view HD live broadcasts of the game even while walking to the restroom or waiting in line for a beer.

7. High-Speed Cameras for Ultimate Gameday Memories

The introduction of innovative products such as high-speed selfie cameras from Fanpics makes it easier than ever for fans to capture selfies at stadiums and during games. These advanced cameras, capable of being installed in multiple locations, can photograph every single fan present in the venue simultaneously! They have the potential to produce up to 1 million images per game, and venues can trigger them during game highlights to capture audience reactions.

By downloading the free Fanpics app, fans can view photos by simply entering the date and their seat number. If you have attended a recent game for the Los Angeles Kings, Clippers, or Galaxy, you may have noticed these cameras. All entrance gates at venues featuring Fanpics display disclosure signs. On average, between 15 to 25% of fans choose to download the app during games and use it to view their photos. Aside from capitalizing on the selfie trend of this generation, teams gather valuable data, learning about fans—such as who they are, their seating positions, how frequently they attend games, and even their companions.

8. Data Management Platform

The fan data from your stadium or venue ought to be the central element that drives all marketing endeavors and technological investments.an increasing number of sports teams are adopting a first-party data management platform (DMP), such as Umbel, to unify disconnected fan data gathered from both online and offline systems and channels. DMPs facilitate the integration of fan data from diverse sources including ticket sales (e.g., via Ticketmaster), social media interactions (e.g., fans on Facebook, Twitter, and Instagram), concession purchases, merchandise transactions, e-commerce activities, mobile app utilization, website traffic, video views, beacons, RFID technologies, and much more. Although the task of collating all this information from the various channels can be daunting, a DMP streamlines this process and ensures harmony.

By using a first-party DMP, teams can achieve scalable, actionable, and flexible data management, which in turn conserves time, financial resources, and manpower. Furthermore, consolidating all customer data into a single repository allows for quick querying to identify high-value customer segments, enabling personalized outreach for selling single-game tickets, season tickets, merchandise, and beyond.

9. GoPro Video Streaming

The popularity of GoPros is on the rise among sports teams, enabling them to capture and stream unique perspectives of their venues and games to their fans. Recently, the National Hockey League (NHL) and the NHL Players’ Association (NHLPA) announced a partnership with GoPro across North America. These cameras also create significant virality and excitement with the breathtaking visuals they can take when utilized in imaginative ways. A notable example is the Denver Broncos’ Thunderstorm parachute team, shown in a video landing at Sports Authority Field at Mile High Stadium prior to Sunday’s AFC Championship Game. Moreover, the Cincinnati Bengals are reportedly the newest team to adopt the GoPro video camera for enhanced analysis of game footage from alternative viewpoints. As they prepared for the football match-up against Pittsburgh, ESPN deployed the HeroCam to provide fans with the experience of seeing through an NFL player’s perspective. This initiative was implemented for multiple players and teams during the 2024-14 NFL season.

In 2024, prior to a home game for the Houston Texans against the Bengals, a bald eagle named Challenger soared over Reliant Stadium equipped with a GoPro camera, andThe captured footage is impressive. Additionally, you should watch a GoPro video filmed by a skydiver as he lands at midfield in Ralph Wilson Stadium during the Dolphins’ pregame ceremony.

10. Targeted In-Stadium Ads

To boost revenue and encourage fan spending at games, stadiums and venues consistently seek innovative approaches. In a collaboration with Cisco, the Denver Broncos’ Sports Authority Field installed 1,200 displays that are 55 inches or larger, offering striking high-definition visuals and impactful partner content. These displays serve more than just engaging fans with videos, photos, and stats; they also provide segmentation opportunities for advertisers, sponsors, concessionaires, and merchandising partners, enabling the promotion of customized offers and products throughout the game. Compared to older static ad units, the Broncos experienced a 50% increase in partner sponsorship revenue by utilizing these modern screens. This advancement has significantly widened the quantity and value of the digital ad inventory available for sale.

The targeted ads and offers can be tailored for specific stadium sections, including destination bars, entitlement zones, and seating areas. For instance, Bud Light is the sponsor of the Mile High Mountain Village pre-game area, while Coca Cola sponsors the Fan Cave. The screens have augmented the amount and value of digital ad inventory that the Broncos can offer. Additionally, sponsors can implement promotions during pivotal game moments to maximize visibility. These digital screens are designed for high customization, accommodating a brand’s creative assets, and are also leveraged by alcohol brands to convey safe driving messages as the game concludes.

Utilizing appropriate technology and fan data allows sports teams and venues to better connect with their audience, accurately gauge fan interests, and curate experiences that encourage repeat attendance at live events. It is important for teams to create exceptional experiences from the moment fans depart their homes through their in-stadium time and even after leaving the venue. Fans anticipate dependable and secure Wi-Fi that facilitates easy sharing of their experiences and keeps them connected during games. Therefore, sports teams and venues must innovate while gathering fan data to monitor customer buying habits both online and offline, leveraging this information to engage and convert them into purchasing customers.

BONUS INFOGRAPHIC

For an insightful resource, check out this wonderful infographic created by Northwestern University’s School of Professional Studies Team, showcasing remarkable smart stadiums that are transforming fan experiences.