Author: Rose de Fremery
Date published: November 11, 2024
Social media and second-screen experiences have transformed how fans engage with their favorite sports from the comfort of their homes. Emerging trends in stadium technology are continuing to change how they enjoy live sporting events. According to the 2024 Stadium Connectivity White Paper, venue operators believe they are on track when it comes to digital transformation strategy, and new technologies are helping them to streamline operations while simultaneously adding more revenue streams.1
Ultra-fast 5G connectivity, where available, can help make it possible for fans to fully savor the game and share their experiences with others in the form of video clips and selfies right from their smartphones. This next-generation network architecture also allows venue operators to innovate the fan experience—for example, by helping to manage traffic flow within the stadium and enabling speedy, autonomous checkout.
Here's a look at how five new technology trends are helping to revolutionize the in-venue fan experience for those attending live entertainment and sporting events.
Before fans can enter the stadium they may be met with long lines to pass security and ticketing. The 2023 Stadium Connectivity White Paper found that 46% of venues have security screening technology as an objective on their 2024 roadmap.2 Smart venue technology like crowd analytics can help make their experience smoother in this area by reducing wait times and improving wayfinding at stadium entry and egress locations, restrooms, concession stands, and other traditional congestion points. When paired with digital signage, this smart venue technology can even show visitors information on wait times to help manage expectations and allow them to plan alternative arrangements.
Once fans have entered a stadium, their first order of business is often to find their way to the concessions area or head directly to their seats. However, fans may have difficulty finding their way around arenas—particularly if they are visiting for the first time. Venue operators can use stadium technology like 5G Edge Crowd Analytics to help improve wayfinding via digital signage, so fans can quickly and easily figure out where to go.
Lastly, crowd analytics can help venue operators manage traffic flow within the stadium more efficiently, helping fans smoothly navigate through the arena without running into congestion or getting stuck in long lines. This enhancement can help improve venue safety and security as well.
Hungry or thirsty fans may hesitate to grab a drink or food during the game when there are long lines at the concession stands, for fear of missing a crucial play. New stadium technology like 5G Edge Cashierless Checkout allows them to simply walk into the store, take the items they want and walk back out in short order.
All a shopper needs to do is enter the store via a turnstile, check in using a credit card or the stadium's branded loyalty app and then begin browsing. As customers take items from the shelves, a camera and a computer vision application keeps track of their orders in virtual shopping carts. When customers finish their shopping, they can leave. As they return to their seat, a digital receipt can be sent to them if they have registered to receive them through their loyalty program.
Not only does this innovation significantly improve the stadium fan experience, but it also allows venue operators to manage staffing challenges better and make their internal operations more efficient. The 2024 Stadium Connectivity White Paper found that 65% of survey respondents had cashierless concessions technology on their roadmap for 2024, 58% of survey respondents expect to roll out cashierless concession technology in 2023.2
One-third of fans want multiple camera angles for sports highlights. Now, smart venue technology is making it possible for them to enjoy the best seats in the house while they are at the stadium, too.
For example, stadium operators like Oak View Group have made it possible for hockey fans at UBS Arena to access multiple camera angles in the venue's mobile app, getting even closer to the action regardless of where they happen to be physically located in the arena. Fans can even set up watch parties using the mobile app, sharing the thrill of the game directly from the stadium.
Immersive reality, available within a stadium's branded loyalty app, can bring fans even closer to the sport they love. Near-instant player and team statistics are overlaid over fans' view of a game using augmented reality (AR), enriching their experience. According to a Nielsen-LaLiga Tech survey, a majority (55%) of Gen Z respondents expect to see and interact with live statistics during play.
In a Choicely 2023 survey of sports industry professionals, immersive reality was the most popular answer to the question: which single technology will be the most revolutionary for fan engagement in the next three to five years.
At the 2022 Miami Formula One Grand Prix, with Verizon 5G Multi-View, racing fans with 5G-capable devices were able to access up to seven unique, live camera angles and with UltraPass, fans could access an AR portal that provided three different 360-degree camera angles of the race concert.
To power many of the above stadium technology innovations, operators are increasingly investing in wireless in-building connectivity—62% of survey respondents indicated that they desired to improve in-venue connectivity for fans.3 One notable trend in this area is the adoption of private 5G networks. The three most popular prospective private 5G use cases were:4
Other responses included guest connectivity, content contribution and distribution, data analytics applications, IPTV and digital signage. In addition, a private 5G network can support accelerated access via a SaaS solution that helps optimize guest access and experience.
Abundant 5G connectivity isn't just making it easier for fans to connect and share during the game; it is also allowing stadium operators to create future-ready facilities that surprise and delight visitors. Recent technological advancements like crowd analytics and cashierless checkout can help increase customer satisfaction while streamlining internal operations. They also allow venue operators to use near real-time data to make intelligence-driven decisions, opening the door to future innovations that further improve the game day experience.
Learn more about how these trends are being implemented in connected stadiums across the U.S.
The author of this content is a paid contributor for Verizon.
1Stadium Tech Report & Verizon, Stadium Connectivity White Paper, November 2024, page 2.
2Ibid, page 3.
3Ibid, page 6.
4Ibid, page 8.