Today, it’s common to have your ticket on your phone, and to make cashless payments. But there is more we can enable using mobile device functionality, from just-walk-out concession stands and in-seat food deliveries to viewing live action replays, checking queue lengths and adjusting the lighting or temperature in your zone. Augmented reality overlays with player stats or alternative camera angles can make sports more immersive, and bring video-game-style interactions to digitally savvy audiences.

Jaco designs the underlying system architecture to make this possible, mapping out the customer journey and all the digital touchpoints. That takes three key capabilities: connectivity, location detection and, crucially, intersystem data exchange. “That’s critical because no one system can do everything,” he explains. “The Wi-Fi system can give you a location, but then you want to connect that with an email address in the marketing directory. You want to connect to the CRM (customer relationship management) or ERP (enterprise resource planning) systems to track purchasing patterns, the catering system to place the order, and the broadcasting system to access the video footage. The fan experience brings together different system functions to help create more tailored experiences.”

The next step is to adapt the stadium experience, not just for different types of event but for each individual fan. “You might have a VIP experience, but that’s still a generic experience,” says Jay Wratten, global Smart Places lead at WSP. “When I fly on certain airlines, the flight attendant knows my name and how often I fly, and that creates a moment of connection. We’re going to see that start to filter into sports events. We’ve got a window into the individual fan through their mobile device and that’s really powerful.”

In the future, fans will be able to use AI agents, interacting with digital apps that draw on a feed of real-time information about the venue. “The ability to personalize that experience based on someone’s individual chatbot stored on their phone is now within grasp,” says Jay. “My agentic sports attendee personality could learn my preferences over time and it can query the stadium for what’s happening. It might know what kind of sporting memorabilia I like to buy and make suggestions, or tell me when the players will be out to sign autographs. If I’m going with my kid, it could curate something different than if I’m alone or with my spouse. It might even offer in-event upgrades if a seat frees up because it knows I’m a frequent attender.”