Venues for sporting events are facing some serious competition these days
– from the couch. The average sports fan has lots of reasons to stay
home, what with high-definition TV coverage, split-screen viewing and a
smartphone for real-time stats and updates, so why make the effort to be there
in person? Besides, attending a live event often means sitting in traffic,
struggling to find a place to park, waiting in lines (to enter, buy
refreshments, use the restroom) and then rushing to leave before getting
caught in home-bound traffic. Taken as a whole, the couch can seem pretty
appealing.
Sports teams want full attendance at games, but stadium owners have added
reason to make their venues more inviting. To maximize revenue when the
resident sports team is on the road or in the off season, stadiums are being
used to host other events, such as concerts and short-term sporting events,
including multiplayer videogame competitions, or eSports, which let spectators
cheer on their favorite professional gamers. In recent years, eSports has
become big business, with tens of thousands of fans attending live
competitions and millions more watching them online. According to a
PriceWaterhouseCoopers
report
on eSports, the 2016 League of Legends World Championship Finals, for example,
attracted 43 million spectators, while Game 7 in the NBA finals attracted only
31 million. Stadiums can be eager to get into the action and host an event.
To make the live game-day experience more enticing, and attract more people to
sporting venues, professional teams, athletic clubs, event promoters and
stadium architects are using technology to enhance the fan experience before,
during and after their attendance. The result is bigger in-stadium audiences,
a broader fan base and stronger sponsor involvement.
The “Always On” Connected Fan
Many of today’s most enthusiastic sports fans are fully digital,
running their lives on smart, connected devices that are always on. These
“digital natives” want to use their devices as part of their
experience, and form many of their decisions based on the quality of digital
offerings. They’re looking for unified technology, with smooth
transitions and personalization across every aspect of their fan interaction,
from text, data and video in social media to ticketing, entry, merchandising and game-day purchases. Many of today’s existing stadiums and arenas
are being retrofitted with WiFi and cellular, and dozens of
soon-to-be-finished venues will use an extensive technology infrastructure to
ensure that fans can get online.
Leveraging Data with the IoT
Along with online connectivity, the Internet of Things (IoT) can enhance the
in-stadium experience, too. Sensors, placed in an athlete’s show or
boot, can connect to the stadium’s WiFi network or a low-powered
cellular phone transmitter so teams and TV personnel can use the data. Data
can be shared with attendees, so fans can have the same kinds of insights as
coaches, owners and broadcaster.
The IoT can create a smarter building, too, bringing benefits to public
safety, security and the fan experience. Real-time data, gathered from
sensors posted at key points, can help fans navigate the arena more safely and
more efficiently, and can help ease congestion, whether it’s at the
entry point, the souvenir stall or outside restrooms.
The MIFARE® Advantage
NXP Semiconductor’s MIFARE contactless IC portfolio, with its support
for a variety of features, including Near Field Communication, is an important
part of this new, data-rich fan experience. MIFARE ICs let fans use their
smartphones as entry tickets and payment cards, and support unique
interactions with their favorite teams and players. At the same time,
contactless gives stadium operators and sports teams a new way to personalize
services and engage with fans.
Before the Game
-
Contactless technology is easy to integrate into everyday objects, so
tickets can take the form of smart cards, wristbands, smart paper tickets and
souvenir items. Fans can buy contactless tickets online and download
electronic versions to their smartphones, so the smartphone itself becomes
the ticket. Either way, contactless tickets work with smartphone apps that
offer notifications, directions to the stadium, maps for navigating the
building, restaurant menus, discounts on beverages and so on. Ticketholders
can plan their in-stadium activities ahead of time and view special content
just for them.
During the Game
-
When fans arrive at the stadium, the contactless ticket can offer
hassle-free access to parking areas. Entering the stadium is quick and easy,
since a simple tap is all that’s needed to validate the ticket.
Contactless technology can be used to quickly and securely pay for any
in-stadium purchases, so there are fewer lines at food kiosks and souvenir
stores. Purchases can also be linked to loyalty programs, with earned points
immediately being credited to a phone app. Season ticket holders and VIPs
can use their contactless tickets for extra benefits, like access to special
hospitality lounges or opportunities to meet players. Receiving special
insights and notifications, based on real-time data, gives ticketholders a
sense of belonging, and being more in control of their live game-day
experience, even in a stadium filled to capacity.
After the Game
-
Once the event is over, ticketholders can gain access to special online
content. Tapping a ticket to a smartphone or using an eTicket to launch an
app leads to highlights of the attended game, special offers, discounts for
merchandise associated with the match or access to tickets for upcoming
events.
Personalized Experiences
Contactless technology gives teams the opportunity to see their fans more
holistically, and deliver experiences that are more personal and more
memorable. Every game-day interaction, be it with an app, social media, a
ticket or a payment, lets teams and clubs know things like where fans like to
sit, what they like to eat, which videos they prefer, who their favorite
players are, and so on. The data trail makes it possible to tailor
recommendations, discounts and content, based on personal preferences. Each
fan’s relationship with the team becomes deeper, and more valuable.
The data-rich stadium environment also lets team owners and venue operators
predict certain behavioral patterns – such as which entry points or
kiosks are busiest and when – so they can optimize services to
accommodate trends. The in-stadium experience improves over time, based on
actual fan behavior.
Exclusive, Interactive Merchandise
Outside the stadium, contactless technology is making merchandise more
valuable to fans, too. For example, the NBA partnered with Nike and now offers
player jerseys
that include an NFC tag. The jersey provides a link between the real world and
the digital world. By tapping a smartphone to the player jersey’s tag,
fans can access exclusive content, including curated highlights, the
player’s favorite music playlists, chances to win courtside tickets,
the ability to unlock boosts for NBA video games and early access to
exclusive products.
Even official items, including game-day equipment, can benefit from
contactless technology. Match balls, for instance, are valuable souvenirs and
sold to fans after the event. In the lead-up to the 2018 FIFA World Cup Adidas
introduced the
Telstar 18, an official match ball embedded with an NFC chip. The NFC chip lets the
ball verify its own authenticity and provides access to exclusive content such
as video highlights of winning shots using the ball.
Conclusion
As sports continue to converge with entertainment, stadiums are becoming
entertainment centers that use technology to give attendees a unique
experience. At the same time, stadiums are using technology, especially in the
form of wireless connectivity and the IoT, to better understand who their fans
are and engage with them more effectively. In particular, Near Field
Communication and NXP’s MIFARE ICs make going to the stadium more fun,
more engaging and more personal. In combination, these two let sports teams
and stadiums deliver experiences that fans simply can’t recreate at
home. That way fans get more from their attendance, and find more ways to
enjoy the adventure of being there in person.
Related links
MIFARE Website
Near Field Communication
Video Interview: Smart Stadium Experience at CES 2018
Video: Powering Smart Stadiums with Contactless Solutions
