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Industry News

MB Stadium focuses on fan experience with tech partner IBM

American technology company IBM has helped boost the fan experience at the Mercedes Benz Stadium in Atlanta.

The 71,000-seat stadium is the home to NFL American football team the Atlanta Falcons and Major League Soccer team Atlanta United.

Those visiting the multi-purpose stadium in Atlanta, which opened in August, can be instantly engaged through an IBM-powered mobile application that unifies social media, in-stadium food and concession purchases, and ticket purchases, real-time updates, and other personalised content.

Jared Miller, chief digital officer and senior vice president of analytics and technology at the stadium’s operator AMB Sports and Entertainment, said they needed to find a technology partner that would adapt as technology develops.

“We didn’t want to have to look at one partner, IBM for one piece of the puzzle, and then go find 10 or 15 others,” he said.

“As we looked at IBM’s capabilities and we looked at what the needs of the stadium were going to be, both now, and down the road, it was clear that some of those important elements included things like analytics.

“As we look at the fan experience, and we want to know more about what they’re doing, so that we can better inform those fans and make it a better experience. IBM is certainly second-to-none.”


Miller pointed to IBM’s ability to be agile in an ever-changing world of technology. He added that IBM’s more than 100-year history in the industry is a testament to its ability to innovate and address the latest changes in technology in a creative fashion.

Miller added that the technology pieces that IBM brings to the table helps to boost the fan experience and engage customers on a more personal level.

IBM has invited those interested in the Mercedes-Benz stadium’s success so far to take part in a live webinar on Wednesday, December 6, at 1PM EST, (6.00PM UK) to answer questions and discuss analytics and innovation in the sports industry.