KEY TAKEAWAYS
- Smart stadiums are technologically robust, AI-enabled stadiums that can accomplish far more than traditional stadiums
- The Cleveland Browns and Atlanta Falcons have made strides toward creating smart stadiums
- Technology like facial authentication, AR, and crowd monitoring are making entry lines shorter, giving fans greater access to players and keeping them safe
The world of sports is undergoing a technological revolution, and stadiums are at the forefront of the most sensational innovations. From facial authentication entry to augmented reality and climate control, these “smart stadiums” are transforming both the fan experience and operational efficiency. Let’s explore how cutting-edge technology is reshaping live sports and delivering an incredible home-field atmosphere for NFL fans in Atlanta and Cleveland.
What is a Smart Stadium?
A smart stadium is a technologically advanced venue that integrates a variety of digital tools and systems to enrich the fan experience, heighten operational efficiency, and strengthen safety. These stadiums utilize a range of tech, including AI, sensors, cameras, and high-speed Wi-Fi to provide real-time data on aspects of the stadium, while giving a new spin on old experiences fans are familiar with like ticketing and ordering food.
Facial Authentication: Speeding Up Entry
Huntington Bank Field (Cleveland Browns)
The Cleveland Browns have embraced facial authentication technology to streamline stadium entry. Their “Express Access” system, powered by Wicket, allows fans to link their Ticketmaster account with a selfie. During the 2023 season, over 10,000 people per game used this system, resulting in significantly faster entry times.
The Browns report that Express Access processes tickets in just 2 seconds on average, clearing entry gates 10 minutes faster than traditional methods. This efficiency has led the team to consider making facial authentication a preferred ticketing method in the future, and it’s saving the team over $8000 per lane per year.
On top of that, the identical platform is being used to power their Express Beer lanes. By linking a payment method of choice, transactions at these dedicated kiosks complete payment in a third of a second, allowing thirsty fans to grab a beer and be back in their seat in no time flat.
Mercedes-Benz Stadium (Atlanta Falcons)
The Atlanta Falcons have also implemented Wicket’s facial authentication technology at Mercedes-Benz Stadium. Combined with walk-through security scanning systems, this setup provides one of the fastest street-to-seat experiences in the NFL.
“The whole notion is for the fans to not break stride,” said chief technology officer for the Atlanta Falcons, Karl Pierburg. “We want to make it so you can go from your car to your seat, and get a hot dog and beer, and not stop on the way.”
Wi-Fi and 5G Networks: Enhancing Connectivity
Mercedes-Benz Stadium boasts a robust Wi-Fi network that extends to plaza areas, ensuring seamless connectivity for anyone who sets foot in the stadium. The introduction of 5G technology in stadiums has enabled fans to enjoy all the benefits that come with fast and reliable venue Wi-Fi. It also supports new immersive experiences that enhance the fan experience, as well as opening the door for exploring innovative new technologies.
Immersive Fan Experiences: Connecting Fans to Players
Mercedes-Benz Stadium is leading the charge with AR experiences that enhance fan engagement for Falcons games. Amazingly, the AR activation lets fans interact with virtual versions of players through voice commands and AI technology. Fans can participate in virtual ride-alongs, celebration dances, and chat with their favorite athletes.
The experience uses the Mercedes-Benz User Experience (MBUX) technology, activated by saying “Hey Mercedes…”. On top of that, the stadium features AR replicas of team locker rooms, giving fans that coveted behind-the-scenes feel.
Mobile Apps: Helping Fans Find Their Way
The Falcons have also taken fan engagement to the next level with their dedicated mobile app, designed to make game days as seamless as possible. With features like in-seat food ordering and live game commentary, fans can immerse themselves in the action.
This season, the app even introduced a personalized account center, allowing fans to sign up for exclusive in-stadium experiences like Spirited Self-Service Cocktails and Checkout-Free Markets—perfect for those who want to elevate their game day experience. The app also supports wayfinding so that fans are guided to where they need to go in the stadium.
Climate Control: Optimizing Resources
Modern venues are incorporating cutting-edge technologies to optimize resource usage. From automatic shading systems that minimize direct sunlight and reduce energy consumption to real-time fault detection to promptly solve problems, these smart stadiums are designed for efficiency. Resource optimization is achieved through sensors that monitor occupancy levels and adjust lighting and climate control accordingly, while predictive maintenance systems help prevent unexpected equipment failures.
Embracing Tech for Tomorrow’s Big Game
As the smart stadium market continues to grow, we can expect even more innovations in areas like sustainability, security, and immersive tech. Maybe one day fans will get to feel like they’re right with the players, playing the game. The integration of AI, AR, and VR will likely push the boundaries of what’s possible in live sports entertainment. Smart stadiums will play a crucial role in shaping the future of sports entertainment and fan engagement, offering experiences that improve the fan experience, optimize operations, and bring game day to a new level.
