The two key trends in sports brought on by the pandemic are fan safety and immersive experience, and in both cases the COVID response provides an opportunity to address long standing challenges. For example, the attention to sanitation and hygiene even building UVC lighting built into handrails - no one is going to be disappointed with a cleaner and safer stadium. According to Russ Simons, Chief Listening Officer at Venue Solutions Group, the ability for staff to use mobile devices to gather analytics about how people are moving through the facility is not just addressing the pandemic. Figuring out how to better space people coming in an out stadiums has been a challenge for years, Simply put, fans don’t want to wait in lines.
Technology is now being used to more than just address the long lines and safety-first expectations. Ticket scanners at the gate also allow entrance staff to focus on welcoming instead of frisking. Stadium managers are now thinking about the future and how to improve every aspect of services provided at these large venue, and take advantage of the situation brought about because of Covid-19 to implement innovations.. Any tech that reduces “friction” and provides pathways that speedup transactions is going to be sticking around. According to Simons, assume a line at the concession stand today with a wait time of 60 seconds per transaction; the 9th person is not willing to wait and will turn away, so the addition of cashless and mobile ordering has the potential increasing sales by twenty percent.
In terms of immersive experience, organizations like NFL are looking at technology to help fans show their affinity for the league and express partnership with players. According to Natara Holloway, VP of Business Operations at the NFL, look for technology enhancements that allow fans to enjoy touch downs virtually. Also look for more ways to the league to surprise and delight, such as “home gating” with players.
For the past 10 years, the NFL has been working on their door to door experience, from inviting fans to come to event, getting game information, buying ticket, communicating the easiest way to get to the event and home again safely. According to Holloway, things started kicking in 2020: A season ticket holder was connected with a food show so they could cook, there were mixology events too. Every time the fan is thinking of the NFL, the organization is following up including using feedback to earn trust back if there any missteps.
For the next World Cup, look for the supplemental content to be more integrated with the broadcasts. According to Ben Stoll, FIFA Director of Strategic Alliance and Technology, anticipate more digital content before, during and after the match. With an audience of 3 billion and everybody sitting at home, expect enhancements like virtual seats for co-watching, and more data from wearable tech on the field, which parallels trend in self-measurement and self-optimization used by athletes and will provide additional opportunities for immersive fan engagement, in the stadium and from the couch.
Reference: Tech-Driven Solutions for Fan Safety and Engagement, CES 2021