Sony Pixel Power calrec Sony

Technology Focus: Fan Expectations Drive Advances in the In-Stadium Experience

18/06/2025

Technology focus: Fan expectations drive advances in the in-stadium experience By Jo Ruddock

Tuesday, June 3, 2025 - 08:36

Print This Story

For years, attending your favourite sporting event largely involved buying a ticket, turning up slightly before the event started, perhaps visiting food and drink concessions at half-time and leaving the venue when (if not slightly before) the final whistle was blown. The only entertainment happened on the field of play and very little effort was made to engage with fans outside of this.

In recent years, however, a massive shift has occurred as technology is increasingly being utilised throughout stadiums to redefine sporting events and transform them from static days out to dynamic and immersive experiences.

As Darren Pitt, vice president of sales and marketing, EMEA at Diversified, explains: With broadcast quality and at-home viewing options improving each year, fans now need a compelling reason to choose live attendance. They expect not just to see the game, but to be part of something immersive - where every touchpoint, from digital signage to app engagement, enhances their connection with the team and the moment.

James Ransome, senior business development manager - sports and live events, EMEA at Ross Video, agrees: Fans who are spending a lot of their hard-earned money expect to have a similar experience close to what they have at home. There is a huge demand for top quality content within the stadium itself that complements the match or the game. They're expecting data-driven stats on demand, replays, anything that really aids that storytelling capability and maximises the experience of the day. They want to be entertained, they want to be interacted with.

This could include quizzes or sharing social media opinions from fans onto the in-stadium displays, helping fans to feel immersed. And, of course, an engaged fan is more likely to arrive at the venue earlier to take advantage of all of that entertainment, spending more money in the process, while becoming more invested in the sport.

Providing a best-in-class experience really is essential to gather those new fans and to ensure repeat attendance, Ransome adds.

Fans no longer come just to watch a match - they come to live a unique moment, emphasises Lionel Dutilleux, international sales manager, Deltacast. This means total immersion, rich visual interaction, and real-time data access. It's a powerful lever to drive engagement and maximise matchday revenue through ticketing, hospitality, and sponsorship.

Investing in the right technology is, therefore, crucial in creating this immersive and enjoyable environment, and this includes aspects that fans will engage with as well as the wider infrastructure.

It's the convergence of on-pitch theatre and off-pitch infrastructure, says Pitt. Large-format LED boards, IPTV distribution, and synchronised content playback deliver impact where fans are watching. Meanwhile, cloud-controlled AV, integrated media networks, and venue-wide data platforms provide the engine behind the experience.

Myriam Calaber, sales director, Europe and Africa, Vitec, agrees that IPTV is a key element of a successful in-stadium experience, citing its IP Video solution that provides low-latency video that can be delivered to screens on concourses and suites.

Fans appreciate the ability to step away from their seat but still know what is happening on the pitch, no matter where they are in the venue, she says. Additionally, fans rely on signage around the venue to provide menus and directional information. The Vitec platform includes a critical safety feature because all the screens in a venue can be immediately taken over to provide emergency messaging.

Ransome also highlights the need for in-stadium technology to be simple, intuitive and easy for teams to operate. To achieve this, Ross Video offers a Unified Sports Venue Control Solution.

Essentially this empowers operating teams with the ability to trigger video playback, lighting, data-driven stats for graphics, sound systems, IPTV systems, and way more, he says. And by having a centralised management system to control that, you can trigger actions and synchronise them, which maximises the production value.

This also makes it easier to generate that all-important interactive content that fans have come to expect.

We're seeing stadiums and arenas engage fans and bring them into the action, whether that's bringing in selfies or video feeds direct from smartphones onto the big screen, getting them to contribute as part of shows, or quizzes giving attendees the chance to win merchandise, it's essentially about delivering more of a personalised experience while they're there on the day, adds Ransome.

We're also seeing strong growth in mobile-first integration - enabling personalisation, contactless interaction, and real-time fan engagement across every stage of the journey, agrees Pitt.

Fans no longer come just to watch a match - they come to live a unique moment

While newbuild projects have hit the headlines in recent years for their innovative use of technology - think of the Tottenham Hotspur Stadium in London - the good news is that retrofitting an existing venue can achieve the same impressive results. The key is to build in flexibility and scalability in order to be able to adapt to future changes.

We frequently support retrofit projects, adds Dutilleux. Thanks to the flexibility of our software and hardware solutions, our tools can be integrated into existing stadiums without major construction. This allows venues to modernise their displays, control rooms, or data workflows - and offer a premium fan experience - without starting from scratch. In that sense, innovation is accessible to all, not just new stadiums.

The key is investing in open
LINK: https://www.svgeurope.org/blog/headlines/technology-focus-fan-expectat...
See more stories from svg

More from Sports Video Group

18/07/2025

Live from the 153rd Open Championship: SMT Enhances Video Board Experience; Enables Practice Scheduling for Players

Live from the 153rd Open Championship: SMT Enhances Video Board Experience; Enab...

18/07/2025

ShotTracker's Davyeon Ross on Revolutionizing Basketball On the Court and Beyond Through Tracking Tech

ShotTracker's Davyeon Ross on Revolutionizing Basketball On the Court and ...

18/07/2025

Home Pitch: How the Danish League Brought Its Live Match Production In-House

Home Pitch: How the Danish League Brought Its Live Match Production In-House Matchday Production produced 800+ matches across Denmark in its first year By Geor...

18/07/2025

Live From the 153rd Open Championship: EMG Debuts Spidercam for Golf, Expands Support for NBC Sports

Live From the 153rd Open Championship: EMG Debuts Spidercam for Golf, Expands Su...

18/07/2025

Usyk vs Dubois II: Bringing the Fight to Life with State of the Art Cameras and Graphics from DAZN and Gravity Media

Usyk vs Dubois II: Bringing the fight to life with state of the art cameras and ...

18/07/2025

Usyk vs Dubois II: DAZN's Head of Boxing Chris Glanville Talks Helicopters, a Ringwalk Spectacular and Directing the Action

Usyk vs Dubois II: DAZN's head of boxing Chris Glanville talks helicopters, ...

18/07/2025

Live From the 153rd Open Championship: NBC Expands Unilateral Effort; Shared Studio Gives Live From,' NBC Sports a Great View

Live From the 153rd Open Championship: NBC Expands Unilateral Effort; Shared Stu...

18/07/2025

Warner Bros. Discovery's Anne Graham on Training New Professionals to Ensure the Future of the Business

Warner Bros. Discovery's Anne Graham on Training New Professionals to Ensure...

18/07/2025

Live From the 153rd Open Championship: How R&A Spidercam Became a Reality for Golf Coverage

Live From the 153rd Open Championship: How R&A Spidercam Became a Reality for Go...

18/07/2025

ESPN Bulks Up Onsite Studios, Cameras, Player Mics for WNBA All-Star Weekend

ESPN Bulks Up Onsite Studios, Cameras, Player Mics for WNBA All-Star Weekend Besides the game, four studio shows will be produced onsite By Jason Dachman, Edit...

17/07/2025

SVG Sit-Down: OpenDrives' Sean Lee, Michael Wilsker, and Jason Matousek on Evolving Data Management

SVG Sit-Down: OpenDrives' Sean Lee, Michael Wilsker, and Jason Matousek on E...

17/07/2025

Oracle's Geoff Tognetti on Staying Ahead of the AI Curve Through Further Adoption

Oracle's Geoff Tognetti on Staying Ahead of the AI Curve Through Further Ado...

17/07/2025

NBA's Summer League Is a Hot Bed of AI, Immersive Innovation Testing

NBA's Summer League Is a Hot Bed of AI, Immersive Innovation Testing Audio mixing, intelligent camera framing are among AI-driven efforts By Ken Kerschbaum...

17/07/2025

SVG's TranSPORT Conference Returns to NYC on Oct. 21; Register Today!

SVG's TranSPORT Conference Returns to NYC on Oct. 21; Register Today! By SVG Staff Thursday, July 17, 2025 - 8:29 am Print This Story | Subscribe St...

17/07/2025

Gravity Media Chosen as Group Name for Merged OB Business

Gravity Media chosen as group name for merged OB business By George Bevir Wednesday, July 16, 2025 - 11:30 Print This Story Gravity Media executive chairm...

17/07/2025

SES Closes Deal to Acquire Intelsat, Creating New Giant in Satellite Connectivity

SES Closes Deal to Acquire Intelsat, Creating New Giant in Satellite Connectivit...

17/07/2025

How MLB Pulled Off That Unforgettable Hank Aaron Tribute at the All-Star Game

How MLB Pulled Off That Unforgettable Hank Aaron Tribute at the All-Star Game Vintage content, state-of-the-art projection/processing combine in marvelous mile...

16/07/2025

Deltatre Acquires Endeavor Streaming in Major Streaming Industry Move

Deltatre Acquires Endeavor Streaming in Major Streaming Industry Move The transaction is expected to close in the third quarter of 2025 By Brandon Costa, Direc...

16/07/2025

SVG Regional Sports Production Summit 2025: All Sessions Now Available to Watch on SVG PLAY

SVG Regional Sports Production Summit 2025: All Sessions Now Available to Watch ...

15/07/2025

Live From MLB All-Star 2025: FOX Sports Aims To Capture Chatty Players on the Field and at Bat

Live From MLB All-Star 2025: FOX Sports Aims To Capture Chatty Players on the Fi...

15/07/2025

Live From MLB All-Star 2025: From Live Event Coverage to Studio Shows, MLB Network Covers the Gamut in Atlanta

Live From MLB All-Star 2025: From Live Event Coverage to Studio Shows, MLB Netwo...

15/07/2025

Live From MLB All-Star 2025: FOX Sports' Francisco Contreras and Tom Lynch on the Tools That Will Impact the Broadcast

Live From MLB All-Star 2025: FOX Sports' Francisco Contreras and Tom Lynch o...

15/07/2025

Live From MLB All-Star: FOX Sports' Production Is Bigger Than Ever in Steamy Atlanta With UmpCam, FlyCam, Drones, and More

Live From MLB All-Star: FOX Sports' Production Is Bigger Than Ever in Steamy...

15/07/2025

Live From MLB All-Star: FOX Sports Director Matt Gangl and Producer Pete Macheska Break Down Their Production Strategy at the Front Bench

Live From MLB All-Star: FOX Sports Director Matt Gangl and Producer Pete Machesk...

14/07/2025

Live From MLB All-Star 2025: ESPN Preps for Home Run Derby Broadcast While Producing Seven Shows in Atlanta

Live From MLB All-Star 2025: ESPN Preps for Home Run Derby Broadcast While Produ...

14/07/2025

Live From MLB All-Star 2025: ESPN Operations on Supporting Monday's Home Run Derby, Seven Studio Shows Throughout the Weekend

Live From MLB All-Star 2025: ESPN Operations on Supporting Monday's Home Run...

14/07/2025

Live From MLB All-Star 2025: ESPN's Home Run Derby: Statcast Edition' To Track the Homers With Live Drone AR Smart Tracing

Live From MLB All-Star 2025: ESPN's Home Run Derby: Statcast Edition' T...

14/07/2025

Live From MLB All-Star 2025: ESPN Producer Scott Matthews Goes Inside the Home Run Derby

Live From MLB All-Star 2025: ESPN Producer Scott Matthews Goes Inside the Home R...

14/07/2025

Live From MLB All-Star 2025: ESPN's Phil Orlins on Adding Live Drone AR Smart-Tracing at the 2025 MLB Home Run Derby

Live From MLB All-Star 2025: ESPN's Phil Orlins on Adding Live Drone AR Smar...

14/07/2025

Sony's New Coach's Headset Was Designed in Collaboration With the NFL

Sony's New Coach's Headset Was Designed in Collaboration With the NFL Featuring a custom dynamic boom mic, the headset will debut in the fall By Dan Da...

14/07/2025

Live From MLB All-Star 2025: MLB Network's Marc Caiafa and Tom Guidice on the Weeklong Efforts in Atlanta

Live From MLB All-Star 2025: MLB Network's Marc Caiafa and Tom Guidice on th...

13/07/2025

Live From MLB All-Star 2025: MLB Network Marks Five Straight Years of Onsite MLB Draft Coverage

Live From MLB All-Star 2025: MLB Network Marks Five Straight Years of Onsite MLB...

11/07/2025

Behind the Mic: Amazon Prime Preps for First Season of NBA Action; MSG Networks Adjusts Broadcast Booths for Rangers, Devils

Behind the Mic: Amazon Prime Preps for First Season of NBA Action; MSG Networks ...

11/07/2025

SVG New Sponsor Spotlight: Suite Studios' Craig Hering on Adapting to Clients' Needs With Scalable Cloud-Based Storage

SVG New Sponsor Spotlight: Suite Studios' Craig Hering on Adapting to Client...

11/07/2025

2025 SVG Content Management Forum Breaks Down AI's Impact, Continued Transition to the Cloud

2025 SVG Content Management Forum Breaks Down AI's Impact, Continued Transit...

11/07/2025

A Journey HOME: University of Nebraska's HuskerVision Goes IP

A Journey HOME: University of Nebraska's HuskerVision Goes IP Leaders from the HuskerVision and Lawo share their IP learnings By SVG Staff Friday, July 1...

11/07/2025

CMSI, Remote Picture Labs, Ace ESPN's Cloud-Based Editing Efforts for Wimbledon

CMSI, Remote Picture Labs, Ace ESPN's Cloud-Based Editing Efforts for Wimble...

11/07/2025

Netflix Enters the Live-Boxing-Production Ring for Round 2 With Historic Taylor-Serrano 3 Card at MSG

Netflix Enters the Live-Boxing-Production Ring for Round 2 With Historic Taylor-...

10/07/2025

5G for All? What the DFL's Use of Easy5G, RefCam Could Mean for Events in the Future

5G for all? What the DFL's use of Easy5G and RefCam could mean for events in...

10/07/2025

Save the Date: PGA TOUR Studios Welcomes SVG Remote Production Summit on Oct 14-15

Save the Date: PGA TOUR Studios Welcomes SVG Remote Production Summit on Oct 14-...

10/07/2025

Cloud on the Road: How Remote-Production-Service Providers Are Adapting to a New Era

Cloud on the Road: How Remote-Production-Service Providers Are Adapting to a New...

10/07/2025

Seattle Kraken's Ryan Schaber on the NHL Team Taking Live Game Productions In-House

Seattle Kraken's Ryan Schaber on the NHL Team Taking Live Game Productions I...

10/07/2025

FOX Sports Reboots Small Control Room in Los Angeles as Hub for Vertical-First Production

FOX Sports Reboots Small Control Room in Los Angeles as Hub for Vertical-First P...

10/07/2025

SVG Sit-Down: MSE's Zach Leonsis, ViewLift's Rick Allen Go Deep on Joint Venture Targeting Local-Sports-Media Market

SVG Sit-Down: MSE's Zach Leonsis, ViewLift's Rick Allen Go Deep on Joint...

09/07/2025

Monumental Sports & Entertainment, ViewLift Unveil Broadcast/Streaming Joint Venture as Regional Sports Market Transforms

Monumental Sports & Entertainment, ViewLift Unveil Broadcast/Streaming Joint Ven...

09/07/2025

SVG Europe Audio - State of Wireless Mics Forum: If We Lose the Spectrum, It's Going Back to the Boring Stuff

SVG Europe Audio State of Wireless Mics Forum: If we lose the spectrum, it...

09/07/2025

Tech Focus: Athlete Audio - Venues Provide Sound Just for the Players

Tech Focus: Athlete Audio - Venues Provide Sound Just for the Players From locker room to field of play, personalized systems help rev up the athletes By Dan D...

08/07/2025

Groundbreaking Gamecocks: Inside University of South Carolina's Four-Control Room Production Palace

Groundbreaking Gamecocks: Inside University of South Carolina's Four-Control...

08/07/2025

Monumental Sports & Entertainment's Samantha Brady on the Power of the RSN's Direct-to-Consumer Streaming Service Monumental+

Monumental Sports & Entertainment's Samantha Brady on the Power of the RSN&#...

08/07/2025

Live From 2025 FIFA Club World Cup: FIFA, HBS Focus on Tournament Wrap, With an Eye to 2026 Men's World Cup

Live From 2025 FIFA Club World Cup: FIFA, HBS Focus on Tournament Wrap, With an ...