Premium Experiences in Sports: What’s Standard and What’s Sensational

KEY TAKEAWAYS

In 2023, Taylor Swift emerged in a suite at Arrowhead Stadium to watch Travis Kelce play football. Since then, watching her in the suite has become its own spectator sport. Rumors swelled that Travis Kelce threw down a whopping $3M for Swift to enjoy the Super Bowl from one such suite. The sum invited gentle scrutiny of the price and content of premium sports experiences—if you’re not getting Taylor in your box, what else is making it next-level? 

So in an era of $3M air-conditioned balconies, it bears asking, what exactly constitutes a premium sports experience? And what separates the truly exceptional from the merely adequate? 

Why Should You Shoot for a Premium Premium Experience?

The sports world is getting more competitive every day, and that doesn’t just go for the tech that teams use to get an edge over the competition. Gen-Zers and Millennials are more willing than ever to invest in traveling to see a game. The top stadiums with top-shelf premium experiences are positioning themselves as iconic destinations that experience-seeking fans flock to from all over the country and beyond. 

On top of that, a fantastic reputation backed by unbeatable premium experiences lets teams command higher prices, which is essential for the financial health of any venue. By offering more diverse and enhanced premium options, stadiums can tap into new revenue streams.

It also allows owners and operators to retain a competitive edge over other teams and leagues. In the hyper-competitive world of sports and entertainment, venues need to differentiate themselves to attract fans. Unique premium experiences help you stand out and compete against other entertainment options vying for people’s attention. Finally, it’s also a matter of adaptability. As the world around you changes, your stadium should evolve in step with it. That includes how you formulate high-priced premium experiences. 

The Basic Premium Experience

Everyone goes to a game to be part of the roaring crowd, but for the fans who yearn for more than that, what are their first options? Luxury boxes, yes, but these have been around in some form or another since at least the 1960s—and everyone’s got them. 

At its core, a standard premium experience typically includes upgraded seating, better food and beverage options, and a handful of additional amenities. Think plush seats with extra legroom, gourmet snacks, and maybe a dedicated entrance to bypass the crowds. You’ll get a great view of the action, and perhaps enjoy air conditioning, Wi-Fi, chargers, and private restrooms. These offerings have become so commonplace that they’re practically expected in any package labeled “premium.” 

But if we’re perfectly honest? These are all upgrades you can also enjoy from the comfort of your own living room for free. Getting them at the stadium is the beginning of a next-level live sports experience, not the end. 

What Goes Above and Beyond?

Stadium executives certainly have the ability to turn up the heat on their premium fan offerings, and the right investments can turn into major draws that significantly boost gameday revenue. Here are some of the top differentiators. 

1. Exclusive Access

One of the biggest opportunities that fans simply can’t get at home is access to the stars they know and love. The most coveted premium experiences offer opportunities that bring people within arms reach of the game itself. A chance to step onto the field during warm-ups, a brief meet-and-greet with star players, or an exclusive tour of the locker room—these are the moments that turn an everyday premium experience into a once-in-a-lifetime thrill. 

2. Personalization

Another key differentiator is personalization. Imagine arriving at the stadium to find a custom jersey with your favorite drink ready to go and personalized alerts about your favorite players. These touches make premium fans feel valued and special, transforming them from mere upscale spectators into honored guests.

3. Technology Integration

Technology plays an increasingly important role in elevating premium experiences. Some venues offer VR stations in premium areas, allowing fans to experience immersive content like player perspectives or even simulated game scenarios. Augmented reality overlays can also provide real-time stats and replays, and in-seat ordering systems ensure you never miss a moment of action. 

AI-powered concierges will likely make an appearance in the world of premium sports experiences as well. These innovations not only enhance the viewing experience but cater to a tech-savvy audience that expects integration of their digital and real worlds. 

Facial Authentication is a standout premium add-on many fans love at the front gate and concession stands. This technology lets stadiums accelerate operations by giving their patrons the option to create a biometric token using their facial characteristics for near-instant recall of ticketing and payment information. And while this is a fun and helpful innovation for all fans, sports venues can use the same technology to power a range of premium upgrades. 

Facial authentication offers:

• Seamless Entry: Premium ticket holders can enter exclusive areas without the need for physical tickets or passes simply by smiling for the system.
• Enhanced Security: By pairing a pic with every badge, it ensures that only authorized individuals can access sensitive areas and reduces issues surrounding theft and sharing. When you have VIPs in attendance, this can be exceptionally important. 
• Contactless Payments: Facial authentication can be linked to payment systems, allowing these top-tier experience seekers to make purchases and avoid checkouts entirely with just a glance away from the action. 

The goal of these technological integrations is to create a seamless, highly personalized, and exclusive experience for premium ticket holders, justifying the higher price point and fostering long-term loyalty. 

4. Community Within Premium Experiences

The beauty of a suite is that it separates you from the crowd—but screaming with 70,000 other fans is also a big part of the draw! In recent years, we’ve seen a shift toward more communal premium spaces, moving beyond the traditional isolated luxury suites. This reflects a growing desire among fans for social interaction and a more dynamic atmosphere. 

Modern stadiums, arenas, and luxury-oriented sports experiences like golf are now incorporating expansive club areas, open-air lounges, and shared premium zones that offer the exclusivity and amenities of traditional suites but in a more social setting. These spaces often feature high-end food and beverage options, comfortable seating arrangements that encourage mingling, and prime viewing areas that balance proximity to the action with opportunities for networking. 

These areas naturally become bottlenecks with traditional access checks, and reinforce the need to deliver seamless and unfettered entry for VIPs and exclusive patrons with technology like facial authentication. These systems can be easily updated to give instant access to any and all restricted spaces where the technology is deployed throughout the venue, so there’s never any hassle.    

Achieving the Pinnacle of Premium Sports Experiences

As we move forward, it’s clear that the concept of premium experiences in sports will continue to evolve hand-in-hand with technology to create increasingly luxurious and immersive experiences. What seems extraordinary today may become commonplace tomorrow, but one thing remains certain: the passion of sports fans and their desire for ever more engaging ways to connect with the games they love will always drive innovation in this space.

Digital technology offers some of the most cost-effective and stunning ways to augment your current lineup of premium experiences for your most exclusive guests. Learn more about how you can make your next tech investment a winner for your fans and your bottom line alike.