What is a smart stadium?

The global sports industry is estimated to generate more than €614 billion this year, according to a report published on Business Wire. While most of the revenue comes through broadcasting rather than attendance at live events, investment in the transformation of traditional stadiums to smart stadiums continues to grow.

Thanks to IoT technology and high-speed wifi, sports stadiums are becoming entertainment hubs. In addition, for clubs and organisations that manage stadiums, with the change, they now have unparalleled opportunities to collect customer data.

In this post, we'll look at what a smart stadium is, and the typical characteristics. And if you want to lead the change of turning stadiums into sportainment venues, you might want to think about studying the Master in Digital Transformation.

Definition of smart stadium

With today's advanced home entertainment systems and the latest stats and updates available on phones, stadium managers and operators need to find new ways to fill the stadium, and keep fans engaged and safe.

Smart stadiums are the answer. They integrate a host of sensors, cameras and other digital technologies, such as 5G, to offer fans a complete experience. This includes features such as information on parking availability, seating upgrades and special offers, personalised experiences, statistics and live in-game analysis from anywhere in the stadium.

The Tottenham Hotspur stadium in London, which opened in 2020, uses innovations such as a retractable pitch to allow the venue to be used for different sports such as football, rugby, and American football. It has 1,000 square metres of digital screens and enough wifi connectivity so that all 62,000 spectators can use their phones at the same time.

Characteristics of a smart stadium

Here are some of the most typical features of a smart stadium.

Wi-Fi connectivity

The key to any smart stadium is its Wi-Fi connectivity. A robust Wi-Fi network throughout the stadium brings to life all the innovative technologies, fan engagement opportunities and promotional activities. With high-speed Wi-Fi, spectators can access content quickly (a necessity during a football match), increased revenue in stadium concessions and more efficient internal operations, e.g. security, first aid, etc.

The first stadium in Europe to offer 5G connectivity was Camp Nou in 2019, thanks to a partnership with Telefónica.

A state-of-the-art mobile application

Offering a mobile app is the most efficient and cost-effective way to interact with fans on match day. The best examples of these can be found in the United States, which is at the forefront in this sector: many NFL, NBA and MLB teams offer apps with extensive features such as:

• Parking spaces/location
• Ticket purchasing
• Billing and seating location
• Ordering food and beverages for delivery to seats.
• Finding the bathroom with the shortest line
• HD instant replays and other video
• Exclusive team content
• Promotions and discounts
• Real-time statistics
• Traffic and public transport information

Other technology

There is potential for further technology to enhance the stadium experience for both fans and operators:

• Touch screens/interactive kiosks serving location maps, allowing for shopping and ordering
• Large format video screens in stadium concourses allowing spectators to keep up to date with the game while in the queue
• Targeted in-stadium advertising: offers and sponsor ads customised by location/area, or even what is happening during a game

Futuristic football stadiums

As we have already mentioned, the smart stadium sector is more advanced in the United States compared to Europe. Today, they have some of the most advanced stadiums in the world, for example:

• SoFi Stadium: the home of the Los Angeles Rams offers excellent quality and functionality with the technologies used. SoFi Stadium has a double-sided Samsung 4K video board of more than 6,500 square metres hanging from the ceiling and around 2,600 smaller panels throughout the stadium. That makes it the first major US sports venue with digital twin technology, a trend we will see more often in sports venue construction.
• AT&T Stadium: The home base of the Dallas Cowboys has a capacity of 80,000 and is among the largest stadiums in the league. It has impressive features such as the world's largest electronic gates. The stadium also has a huge video screen about 55 metres long that can rotate 360 degrees.

But in Europe, technology is increasingly being incorporated into stadiums to enhance the experience for fans and increase profits for the club as well. The new Santiago Bernabeu, one of the world's legendary stadiums, will become one of the most technologically advanced stadiums in the world after its refurbishment.

Some of the technological aspects are:

• Connectivity solutions
• Security
• Data centres
• Digital signage

The 85,000 fans will have the largest connectivity network based on Wi-Fi 6 technology. More than 1,200 Wi-Fi 6 access points at the Santiago Bernabéu will offer higher speed, reliability and bandwidth than the previous Wi-Fi standard so that fans can enjoy more immersive experiences interacting with their devices.

What to study to lead the change to smart stadiums?

At Escuela Universitaria Real Madrid - Universidad Europea we offer a broad portfolio of programmes to help you acquire the skills you need to be a leader in the sports sector. In addition to learning with a first-class faculty, many teachers are professionals and directors within the club. You will have access to the Bernabéu and Real Madrid's facilities at Valdebebas. You will learn first-hand about the organisation and management of the most successful club in European football.

Your options include:

• Online MBA in Sports Management
• MBA in Sports Management Real Madrid