Technology focus: Fan expectations drive advances in the in-stadium experience By Jo Ruddock
Tuesday, June 3, 2025 - 08:36
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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
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Technology focus: Fan expectations drive advances in the in-stadium experience By Jo Ruddock 
