The rise of the smart stadium experience

Australians are increasingly seeking innovative stadiums and immersive experiences that go beyond just the event itself. This demand has never been more significant than in the lead up to Brisbane 2032 Olympics.

According to a recent Deloitte report, only 9% of people watch live sports in public venues or in a stadium. However, many still consider live sport to be a social experience with nearly half (45%) of people attending a live event for the socialisation.¹ In a world of increasingly global sports entertainment, most people are unable to attend games in person, highlighting the growing demand for greater social engagement during live events. For example, at the recent Paris Olympics and Paralympics, broadcast and digital coverage served as the principal means for people around the world to experience the Games.

To bridge this gap, the world’s leading venues are increasingly adopting smart stadium technologies to create more immersive, efficient, connected and personalised environments for fans. From crowd management services and self-serve kiosks to mobile apps, fan portals and augmented reality – these are just some of the innovations that are revolutionising stadiums around the world.

Stadiums are evolving from single-use, game-day venues into multifaceted destinations or entertainment precincts, offering not just a single event but a complete immersive experience. By improving the overall experience and driving greater operational efficiencies, stadiums can attract larger and more engaged crowds, as well as unlock new revenue streams well beyond just game-day.

With the global market for smart stadiums expected to grow by almost 22% per year from 2022 and be worth $23.3 billion by 2028, this represents a significant untapped opportunity for Australia’s rapidly growing sportstech sector.²

Building loyal and engaged fans with enriched experiences

Getting people to leave the comfort of their home is getting harder than ever, but smart stadiums can create an enriched experience to entice fans, which in turn builds loyal and engaged fans for years to come.

Tania Salarvand, Senior EVP of Hospitality and Entertainment at Globant, recently spoke on a panel for the ASTN Masterclass on stadium technology. Globant has worked with some of the largest sports organisations on leveraging technology to build a fan-centric experience that can provide 360-degree fan engagement features such as increased personalisation, in-seat entertainment, tailored discounts and loyalty programs, and more.

One example of Globant’s work in this space is the Intuit Dome, a $2 billion NBA arena in Inglewood, Los Angeles, which is the home of the Los Angeles Clippers, an NBA team. Their vision was to set a new standard for fan and guest experiences inside and outside of the venue for both basketball games and other entertainment. The Intuit Dome uses cutting-edge technologies to provide a seamless and frictionless experience for fans, from time of entry to in seat and ready to enjoy the event.

“We asked ourselves, where can technology enable the experience to make it more seamless? We wanted to embrace existing fans and create new fans who are obsessed with the team, the game, or the event. In order to do so, every aspect of the experience was built to enhance that connection, without getting in the way,” said Salarvand.

Closer to home, the $225m Marvel Stadium redevelopment that was completed in March 2024, is an Australian example of a stadium transformed into a dynamic, immersive and multi-purpose hub, creating a year-round destination for visitors and fans for sports, entertainment and corporate events.

"The redevelopment of Marvel Stadium has been carefully planned, with the addition of retail shopping and other amenities to create a truly multi-faceted destination. The venue has been transformed into vibrant hub for sports, entertainment, shopping and dining," said Amy Crosland, Chief Operating Officer, ASTN.

Cloudmix is a cloud-based platform that is transforming the sports media landscape and has been working with Marvel Stadium and Telstra to provide real-time commentary to drive enhanced fan engagement.

The new Marvel Stadium app with Cloudmix and Telstra, integrates zero-latency radio streaming to enhance the in-stadium audio experience for fans to enable them to listen to live commentary in real-time using personal devices. It gives Marvel Stadium the ability to have a one-on-one connection with the fan inside the venue.

“For us, sports entertainment is about the community that take part and the storytelling that goes on alongside the events that happen. And having that commentator in your ear while you’re at the stadium telling you what’s happening play by play,” said Tim Kelly, Chief Executive Officer, Cloudmix.

“As a cloud company, it has been very exciting to move into stadium tech. By leveraging smart cloud solutions, we’ve been able to roll this out seamlessly. And we’re hoping to expand to other stadiums in the future," added Kelly.

Personalisation is key to keep fans coming back

Amazon's “Just Walk Out” autonomous retail technology is providing a whole new level of convenience and personalisation to Marvel Stadium by providing multiple checkout options at two retail outlets ‘The Runner’. The stadium supports different types of interactions based on user preferences, from contactless entry with mobile NFC to personalised experiences through a dedicated Marvel Stadium app.

“Understanding people’s preferences, how they want to receive information, and what matters most to them is an ongoing piece of work for us. It’s about refining how we segment our communications and tailor our messages to different customer groups so we can tap into those different preferences,” said Scott Fitzgerald, General Manager, Marvel Stadium.

“The whole-of-journey experience and how we communicate from point of purchase through to during and after the event, is really important to us. In a multi-tenant venue that has 13 different sporting content at any one season – we need to work out the right way to show up consistently the way they want us to,” added Fitzgerald.

Using tech to drive greater accessibility and inclusivity

A big focus on the redevelopment of marvel has been on accessibility and inclusivity. The Marvel Stadium has parents’ rooms and accessible platforms for those with mobility challenges and was also one of the first stadiums in the country with a sensory room.

“The Marvel Stadium app has opened more opportunities for improving accessibility. We are currently trialling technology with Telstra for vision impaired product called ‘Touch and Track’ for visually impaired fans. This allows for real time audio commentary and a tactile experience allowing them to follow the game and feel where the ball is on the field,” said Fitzgerald.

Salarvand talks about how technology can engage and meet the needs of a diverse fan base and open up new audiences. "Technology has an important role to play in supporting the diverse needs of the fan base, from sensory-friendly spaces to assisted technologies for wayfinding. It helps create an inclusive experience, whether it’s providing extra support for the elderly or mothers to ensuring accessibility for all. Technology also has the power to engage new fans who can’t attend in person to still feel immersed in the game and be part of the stadium experience even if they can’t physically be there," added Salarvand.

Mobile-first should be a frictionless experience

Fans are already used to a second screen experiences at home, now stadiums can bring this to life for live events. However, it needs to enhance the whole-of journey experience and not detract from it.

“A lot of the new tech and fan engagement we're seeing is very mobile-first but you need to balance it with the fact that you don't want people just being on their phones the entire time they're at the stadium. For the mobile experience to add value, it comes down to creating a frictionless experience,” said Crosland.

Salarvand believes that where mobile plays a significant role is that it needs to be clean, seamless, and easy enough not to become a distraction. “Mobile needs to be something that's so ingrained in the experience that you almost don't know it's happening, it's just there. We’ve come to expect speed and reliability in our everyday consumer experiences, like ordering from Amazon. We want that same seamless, efficient experience in the stadium as well,” added Salarvand.

Endless opportunities for innovation in a growing sector

Opportunities for innovation within the smart stadium space are vast, and startups have a key role to play in shaping the future of fan engagement. ASTN is proud to support businesses like Cloudmix, Smartform, Nola Technologies and MyVenue, which are already leading the way in transforming the stadium experience.

“The possibilities are endless and there are many untapped opportunities in this space for startups to make their mark on this sector. By introducing innovations to enhance fan engagement, startups can help stadiums to gain a competitive edge and future proof their offerings,” said Dr Martin Schlegel, Executive Chair, ASTN.

Dr Schlegel emphasises that stadium owners don’t need to look overseas for innovative solutions. “There’s a wealth of talent and homegrown innovations right here in Australia. While different ownership structures of stadium infrastructure in Australia will require some adaptation, this presents a unique opportunity to explore new ways of implementing innovative homegrown solutions outside of traditional procurement processes.”

Watch the ASTN Masterclass – Stadium Technology here: Stadium Technology: Innovation and Insights