Fan Engagement Friday: News from around the grounds 29/4/2022

A weekly recap of some of the interesting stories and developments from the educational to the random in the world of fan engagement/experience, stadium/venue news, fan behaviour and psychology and customer service plus much more. Enjoy

Scran? No scran? The new food culture at football grounds

What’s new in Major League ballparks in 2022

Bengals’ $455m stadium is in such great shape it only needs $493m in upgrades, says architect

Dad things: Reds fan makes amazing catch while feeding baby

T-Mobile Park set to be first ballpark in MLB to open a store powered by both Amazon’s Just Walk Out technology and Amazon One

New York Islanders Integrate BlueJeans by Verizon to Elevate HOMEICE Fan Experience

How sports fans use data analytics to increase their enjoyment and understanding of sport

AFL Mint to release limited edition moments across AFL and AFLW

Melbourne Victory launch Victory Burger for fans!

NHL tech showcase focuses on fan experience

Player announcement drawings by @1fcn

Bolton Wanderers Jon Daddi Bavardsson playing penalties with young fan outside stadium.

Chelsea FC tackles food waste with new venue program for unused food

Populous and Kansas City Pioneers unveil “The Arena” NFT collection

Gamers get chance to play on Kauffman Stadium’s jumbotron ahead of tournament

The Miami Marlins have an amazing deal on the world’s saddest tacos

3 Top Tips You Can Implement Today To Maintain Great Customer Service!

Seattle Mariners to use Amazon’s ‘Just Walk Out’ and palm-scanning tech in new stadium market

Turkish sports stadium takes Guinness World Records title for solar output

Boston’s Fenway Park opens contactless food and drink stores

Ejected: What happens when a fan is banned from a stadium?

The Atlanta Hawks’ State Farm Arena takes world-leading step towards sustainability

Statement on the Fan Led Review of Football Governance

NBA offers more free ‘The Association’ NFTs to fans after minting mishap

Six Major Steps To Improving Your Team’s Customer Service Skills

Hockey lover wins a luxury vacation. Atlanta pro team backs out of deal.

Fan Experiences Startup Vaunt Raises $5M, Investors Include Justin Tuck, Michele Roberts, Dodgers’ Elysian Park Ventures

Technology is saving the live sports experience

Celtic latest to launch digital cards via Sorare

Liverpool Could Become The First Premier League Club To Have Cryptocurrency As Main Shirt Sponsor

58% Of Customers Will Pay More For Better Customer Service

Ipswich Town Named EFL Family Club of the Year

ASM Global to deploy facial recognition technology across venues

NHL, technology partners showcase next generation of fan experience

Grimsby Town Paint the Town Proud initiative

Future Stadiums: How Technology Is Revolutionizing The In-Stadium Fan Experience

Here’s a recent article I wrote for Australasian Leisure Management Magazine 

In a stadium near you right now the battle for the fan is on in the sports world to improve and enhance the fan experience. With stadiums across the globe racing each other to become the most technologically advanced theatre for live sports, an arms race is on to get fans out from their home sports caves and back into the stadium. From bio-metric finger print security screening, AI ticketing and vibrating seats to rest room app’s, virtual reality streaming and in-seat food ordering, global stadiums are continuing to innovate through technology in an effort to create exciting and immersive experiences off the field for fans to drive revenue and create long lasting memories and added value for sports fans.

Through looking at the recent global developments in stadium innovations into the fan experience, the following journey through the stadium of the future will look at and highlight the key stadium innovations that are revolutionizing the revenue options for stadiums and enhancing the fan experience for sports fans around the world.


With the stadium fan experience starting long before the actual event takes place, ticketing is often the first point of call for fans with the innovations taking place in this area being heavily influenced by mobile technology. While resale ticketing firm StubHub and Washington’s National’s Park Stadium allows fans to don a virtual reality headset to check out the view of their seats before buying them, Brisbane’s Suncorp Stadium features ‘loaded tickets’ where fans can pre-load money onto their tickets which can then be used for food, drink and merchandise. Elsewhere the Dallas Mavericks listened to their fans and launched a new app that features the ability to view a 360º angle of the seats as well as purchase tickets seamlessly via the app while ticketing platform ReplyBuy is brining artificial intelligence to the fan ticket buying experience by allowing fans the opportunity to purchase tickets by sending a ‘buy’ test message to the service and having chatbots respond with questions asking how many tickets the fan is after.


A constant gripe amongst sports fans has been the costs and hassle associated with getting to and from the stadium on game day be that from traffic congestion to parking, however now some stadiums are using creative inducements to inspire fans to more easily get out to the venue. At Florida’s Hard Rock Stadium, the Miami Dolphins have partnered with Uber to create a hassle free tailgate experience with a dedicated pick up and drop off point and the ability to book a ride to the game and have a private tailgate section complete with game day supplies. Across to the west coast and the 49ers are working with Amazon’s PrimeNow service to offer fans the fast delivery of game day tailgate items like hot dog buns, and ice which are then shipped to the fans in the Levi’s Stadium tailgate for only $8.

Uber Tailgate

Uber Tailgate

Uber Tailgate

Uber Tailgate

Uber Tailgate

Uber Tailgate


As a result of Daesh having stated their intention to target global stadiums as well as the recent bomb explosions at France’s Stade de France and a Baghdad soccer stadium it is clear that there is a growing terrorism challenge for major sporting events and stadiums. However while teams and venues are always looking for cutting-edge technology to enhance safety they also have to ensure an exceptional first class fan experience. With this in mind the Colorado Rockies Coors Field has deployed CLEAR fast access technology that enables fans to gain faster access to the stadium by having their finger scanned by a biometric fingerprint reader at designated entry lanes. With stadiums like AT&T Stadium in Dallas and Yankee Stadium in New York doing away with PDF tickets, mobile technology is also increasing stadium security and eliminating fraud as tickets are now increasingly being linked to the identity and mobile device of the person entering the stadium which means security agencies can cross check watch lists and see who is coming into the stadium.


Having made your way inside the stadium, the next step is to find your seat and while some stadiums have incorporated cushioned seats and cup holders the new Atlanta Falcons Mercedes Benz Stadium has stepped it up a notch with vibrating seats that enable fans to feel the impacts of each big hit. Not to be outdone the Jacksonville Jaguars Everbank Field have swimming pools overlooking the field but which come at a cost of 12K per game whereas Melbourne’s Etihad Stadium recently installed ‘smart seats’ which feature pop up HD TV’s into some of their seating. It’s clear that stadiums are looking to offer more and more of these unique seating and viewing options as a way of enticing fans into the ground as well as generating revenue from new premium seating solutions.


Finding your way around both the outside and inside concourses of the stadium is also an area that stadiums are revolutionizing with tournaments like Wimbledon developing an app that enables fans to plan their visit which enhances the individual fan experience while Canada’s New Mosaic Stadium has developed an interactive map to help fans get around the venue. Perth’s nib Stadium has also undergone a make over which has provided a distinctive visual environment for fan circulation that has included electronic touch screen maps of the venue’s concession stands and toilets.


A major upgrade that stadiums such as Mercedes Benz Superdome in New Orleans and Globe Life Park in Texas are undertaking has been to install sophisticated energy saving LED lighting systems that can instantly be turned on and off as well as create a vibrant fan experience that enhances visibility around the venue for players, fans and broadcasters while also improving the entertainment offering.


Ensuring that the fan experience is a comfortable one, stadium architecture design is an exciting area in the sports business with venues now having interesting design aspects like cross-laminated timber and undulating fiberglass roofing that amplifies the noise for fans at Olympique Lyonnais to size convertible structures like West Ham’s take over of the Olympic Stadium. The brand new US Bank Stadium in Minnesota installed giant pivoting glass doors and used a special plastic called ETFE that opens the field to natural light while providing protection from the snow, rain and winter weather.

Food and Drink

Grabbing some stadium grub on game day has not often been a pleasant experience with food and drink options being limited in terms of variety, quality and quantity. However many stadiums are now hearing fans concerns by offering creative and delicious dishes which are giving fans more reason to attend. Multiple stadiums like Atlanta’s Mercedes Benz Stadium and Melbourne’s MCG have lowered food prices to remove the back pocket sting from a day out while Levi’s Stadium in California has an app that allows in-seat ordering so fans never have to leave their seat to grab a bite to eat. I road tested this in 2015 and from app download to hot dog delivery the total time was only 16 minutes. On the beverage front, New Zealand’s Westpac Stadium has recently partnered with a local independent Wellington brewer to have craft beer on tap during A-League matches while the Minnesota Twins Target Park offers self serve beer machines and Dodger Stadium has a frozen beer foam that sits on top of beer cups keeping fans beers colder for longer.


In Seat Ordering at Levis Stadium

In Seat Ordering at Levis Stadium

Rest Rooms

Highlighting the fact that no area is off limits for stadium innovation, rest rooms throughout venues are now being upgraded to enhance the amenity experience for fans as well as provide sponsors with a new way to drive brand awareness. In California, the Levis Stadium app features a function that allows fans to see which toilets have the shortest queues while sensing an opportunity to improve the rest room experience, the Tailgating Sports Marketing Group have deployed toilet trailers that feature HD monitors that include interactive gaming and sponsored content.

Toilet app at Levis Stadium

Toilet app at Levis Stadium


Venues are increasingly updating their audio-visual infrastructure by incorporating cutting edge technology into their screens and sound systems as a way of improving the fan experience for the senses. New Jersey’s MetLife Stadium has installed huge programming boards that act as a delivery service for fans with information on fantasy sports and fan tweets while Mercedes Benz Stadium has added 2000 video display screens and a 360° 63,000ft HD halo video board in a new partnership with Daktronics. In the UK, Norwich City have revolutionized screen technology by becoming the first team in English football to install a 360° revolving LED stadium screen that switches between portrait and landscape while for Perth’s new stadium plans are to have 240sqm mega screens installed at both ends of the ground.

MetLife Stadium

MetLife Stadium


Racing each other to be the most technologically advanced stadium in the world through the use of virtual and augmented reality, stadiums are looking to offer new unique viewing experiences to bring fans in closer to the action and change how they consume content. The NBA’s Warriors recently broadcast the first live streamed game in VR that incorporated 360° cameras being installed around Oracle Arena with fans wearing VR headsets to see a new perspective of the game. Manchester’s Etihad Stadium in conjunction with Melbourne’s AAMI Park and New York’s Yankee Stadium also enabled fans to trial viewing a Manchester City match in VR in an effort to promote more fan involvement. Elsewhere there are rumours that the new City of Champions stadium in Los Angeles will feature on field projections using VR.

VR at Australian Open 2016

VR at Australian Open 2016


Enabling fans to have seamless in stadium connectivity to fast and free high density Wi-Fi has become the norm amongst leading stadiums who have understood the importance of ensuring fans have no impediment to mobile access. Venues such as US Bank Stadium have 1300 Wi-Fi hot spots while Levis Stadium features over 600KM of Wi-Fi cabling and one access point to every 100 seats in the bowl. Throughout Australia many of the leading stadiums now feature free Wi-Fi which have enabled fans to enjoy a better fan experience through interacting with team and stadium content, uploading pictures as well as receiving targeted ads for food, beverage and merchandise offers.

The stadium of the future has arrived and fans should be excited. While global stadiums show no signs of slowing down as they continue to innovate and revolutionize with smart technologies, it is evident from these ten areas that the stadium fan experience is being improved in every single aspect to ensure that fans are put first and provided with more reasons to attend.










140+ Fan Engagement and Fan Experience Articles For February 2016

FE Monthly Round Up Articles

FE Monthly Round Up Articles

  2. The first great sports streaming apps are here
  3. New technology unveiled at Winter Meetings, ABCA conference
  4. Super Bowl Tech Keeps Fans Connected
  5. WISCH LIST: With fan attendance dropping, NFL must up its game
  6. LOOK: Super Bowl City has an experience for every NFL fan
  7. The Super Bowl City Experience
  8. Leicester eye new fan engagement initiatives at King Power
  10. Verizon network upgrade improves fan experience at Thompson-Boling Arena
  11. ARRIS Brings Wi-Fi® to Fans at Daytona International Speedway
  12. Daytona experience overhauled in a big way with stadium feel
  13. Digital innovation rewards baseball
  14. Bulldogs enjoy once-in-a-lifetime Court of Dreams experience
  15. Pistons use 360-degree camera as fan, business tool
  16. Four technologies driving innovation in the NBA and beyond
  17. Road America Makeover – Venue Enhancements Underway
  18. Intel Redefines the Fan Experience for NBA All-Star Weekend 2016
  19. Social media campaign gives Penguins a song to celebrate
  20. The NBA All-Star Game’s 24 Superstars Get Their Very Own Emoji
  21. Cronulla Sharks tackles marketing automation
  22. The (very) wide world of the sports fan
  23. Tampa Bay Lightning Partner With Enthrall Sports To Manage Fan Engagement
  24. Reser Stadium’s Terrace to bring ‘social experience,’ local food and beverages to Oregon State football games
  25. Cape Town to host BPL Live fan park
  26. Peering inside the minds of Raiders fans
  27. SportTechie Startup Profile Series: Jebbit Helps Sports Marketers Engage Fans In Today’s Micro Moments
  28. The Untapped Potential of Sports Fans
  29. Pro sports teams plan interactive experiences for Tampa fans
  30. Super Bowl City has an experience for every National Football League fan
  31. NFL Commissioner Roger Goodell: Technology makes football better for fans and athletes
  32. Football fans get in on the action in Santa Clara
  33. Making a game out of the game
  34. Introducing the Stadium of the Future, Where Technology is King
  35. Watch RBS 6 Nations rugby with world cup winner Ben Kay: 3D & analytics prop up rugby VR fan experience
  36. Super Bowl 50 Goes High-Tech With Fan Experience at Levi’s Stadium
  37. Sports Perch Launch Gives Fans Refreshing View of Online Sports Landscape
  38. View Announces Dynamic Glass Installation at Levi’s® Stadium, Home of the San Francisco 49ers
  39. Virtual Reality’s Potential For Athlete Health And Training
  40. Eleven to deliver fan engagement channel for The Jockey Club
  41. The Big Trend in Sports Engagement: A Little Hashtag Emoji
  42. Virtual Reality Put Me in the Skates of My Sports Hero
  43. SAP Uses Super Bowl 50 To Test Data Visualization, UX
  44. The pleasure and pain of our brains and sports
  45. Brees, sisters connected by more than NFL experience
  46. Microsoft plays the long game with NFL partnership superbowl
  47. In 2016, the global ambitions of the NFL and NBA are an example for every sports organisation to follow
  48. Denver Broncos Hit Fan Experience Paydirt on CenturyLink Network
  49. Do NFL Teams Have to Win on the Field to Win at Social Media?
  50. Best place for football fans? 245 cities ranked
  51. BT and Sky look to put the fans at the heart of live sport
  52. 2016’s Best & Worst Cities for Football Fans
  53. #OwnTheArch campaign shortlisted for Sport Industry Awards
  54. Commercial Display At NFL Fan Experience
  55. Fan experiences Super Bowl festivities without leaving home
  56. Super Bowl Fans Take in Sights & Sounds of Super Bowl City and Fan Experience
  57. The Mobile Expectations Of Sports Fans Drive Change At Major Stadiums
  58. Visa pushes mobile payments at Super Bowl 50
  59. SAP HANA Cloud Platform quarterbacks Super Bowl apps
  60. Vinik-backed Seattle startup brings new tech to Amalie Arena for Lightning games
  61. The Accidental Evolution of the Super Bowl Pregame Show
  62. How the Bay Area is creating a Super Bowl experience that’s uniquely Silicon Valley
  63. NBA 2K publisher views esports as nothing but marketing
  64. Super Bowl 50 fan experience
  65. NASCAR: FanVision Bolt Will Revolutionize Fan Experience
  66. How fans experience Media Night aka Opening Night of Super Bowl 50 in San Francisco Bay Area
  67. Super Bowl City, NFL Experience offer football fans pre-game thrills
  69. UFC Fan Engagement
  70. Virtual Reality’s Potential for Athlete Health and Training
  71. VWSE Productions Set To Deliver (Again) for Super Fans at the Super Bowl
  72. Club legends should be mandatory at Auckland Nines
  73. Sky invests in mobile fan engagement
  74. Sydney Kings Wows Fans On Mobile With Collectable Player Apps Through Shareable Apps
  76. 5 Indiegogo Campaigns for Super Bowl 50
  77. EKU Introduces Fan Experience Committee
  78. NFL Experience a showcase of events – and fun – for fans soaking up Super Bowl week Events include 40-yard dash, kicking and catching
  79. Brain on Sports Podcast: How teams study and learn from fan behavior
  80. SAP’s Denver team helps create virtual fan fest at Super Bowl 50 (Slideshow)
  81. AUSTRALIAN OPEN 2016 Fan Experience Review
  82. Fan Sociology: Why Fans Misbehave
  83. SharkPark3D Virtual Reality
  84. Sports & Snapchat – Every USA professional team Snapchat account listed
  86. Why the sports industry should pay more attention to podcasts
  87. Why Sports Fans Risk Life and Limb for a Rolled-Up T-shirt
  89. Digital lens: What makes a stadium smart?
  90. Walk in the shoes of your fans
  91. The insiders guide to Fan Engagement at the Big Bash
  93. A French Rugby club uses Tinder to boost fan engagement
  94. How The Chicago Bulls Are Using Vine And Stop-Motion To Score With Sponsored Content
  95. Club Purple at new Vikings stadium is ‘all about the fan experience’
  96. Bucs Earn Top Customer Service Ranking
  97. Rising to the occasion: Daytona’s overhaul ready for debut
  98. Fans get affordable All-Star experience at NBA Centre Court
  99. Professional sports teams lure fans with free phone data
  100. NanoLumens turns up the heat on fan experience
  101. Hawthorn coach Alistair Clarkson texts a ‘thumbs up’ selfie to a fan he spots whose van is covered in Hawks stickers
  102. WTA President: We are here to safeguard our sport
  103. In the future you’ll probably be able to pitch to Babe Ruth when you aren’t watching eSports
  104. Chicago Blackhawks gives back to the fans in new campaign
  105. Daytona: The world’s only motorsport stadium
  106. Game Day Is Changing, Thanks To Millennial Fans
  107. WWE increases interactive experience with new
  108. Dannon Hulskotter | Vice President of Marketing & Fan Engagement
  109. Sounders FC launches new mobile app in advance of 2016 MLS season
  110. The State Of Reading FC: Madejski Stadium Matchday Experience Needs Work
  111. Guest column: Fan engagement makes Doncaster Rovers special – Ryan Murrant
  113. NRL Bunker launched
  114. The Premier League Happiness Index: Who’s glad, who’s sad and who’s plain bored?
  115. The Evolution of Marketing To Female Sports Fans
  116. Digital lens: What makes a stadium smart?
  118. Yankees discontinuing print-at-home tickets for Stadium in 2016
  119. Wellington A-LEAGUE Fan App ‘Call It Live Football’
  120. How one football club are trying to produce the next generation of fans
  121. THE FAN EXPERIENCE- Blair Hughes on ABC Overnights Radio
  122. A French Rugby club uses Tinder to boost fan engagement
  123. Velon partners with Infront Sports & Media to revolutionise the fan experience
  124. The Players improves fan experience
  125. Carrier Dome renovation: 8 changes experts would expect
  126. Virtual Reality Lets MMA Fans Feel the Punch
  127. Liverpool and Man City fans promised the most engaging final ever at Capital One Cup Final
  128. Orlando Magic partner with tech group for innovative biz ideas
  129. Barclays Center Creates A Digital Fan Experience Via Interactive App
  130. Changing fan demands are resulting in stadium-owners upgrading technology. Will 2016 truly be the year of the connected stadium?
  134. F1 fans to vote for ´Driver of the Day´
  135. Fans enjoy experience of Sunwolves’ Super Rugby debut
  136. Wests Tigers to adopt themes for all home games in 2016 in bid to boost engagement with fans
  137. Fans relish experience of outdoor NHL alumni game
  138. Hartman: Vikings stadium will use superb technology
  139. NFL Combine Showcases Major U.S. Bank Stadium Fan Feature
  140. WSBK » Donington Park ramps up fan engagement for WSBK
  141. Nico Going The Extra Mile for Fan Engagement
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