Jaguars introduce cashless tech, AT&T ups the Cowboys fan experience

NFL American football team Jacksonville Jaguars have introduced a new cashless payments offering to TIAA Bank Field, while US telco AT&T, naming rights partner to the home of the Dallas Cowboys, has shed light on the latest fan experience upgrades at AT&T Stadium.

The Jaguars have teamed up with payments technology company InComm Payments to launch their solution, which allows consumers to exchange cash for an open-loop gift card at the stadium’s guest services office, enabling the cardholder to purchase food, merchandise and other goods using funds loaded to the card.

The Jaguars have introduced the offering as they continue to be one of the NFL teams allowing fans in their stadium during COVID-19. TIAA Bank Field is currently operating at up to 25% capacity. “We want to ensure consumers visiting TIAA Bank Field have an easy way to pay for food and merchandise, and they enjoy a memorable game day experience,” said Ryan Prep, senior director of facility operations for the Jacksonville Jaguars.

“InComm Payments’ technology makes the cashless transition smooth for everyone. Guests can simply take the card home and use it in their next visit to a Jaguars game or wherever the card’s network is accepted.”

The gift cards that cash-preferred consumers receive at participating venues can be branded with the home team’s logo and have no purchase fees. “The transition to cashless payments ecosystems has been steadily gaining traction within venues nationwide, but finding inclusive payment alternatives is crucial as major sporting events begin welcoming back their fans,” said Adam Brault, senior vice-president of financial services at InComm Payments.

“It is important to remember that a sizable consumer demographic still prefers to use cash for their everyday purchases, so venues need to accommodate these attendees in a convenient way. The solution has been well received by attendees at TIAA Bank Field, and we look forward to rolling out our cashless solution to more venues across the country in the weeks to come.”

Meanwhile, AT&T and the Cowboys are updating the network systems at AT&T Stadium, and bringing new fan experiences, both for those at the venue, and at home. Fans have also been in attendance at AT&T Stadium, despite Texas’ status as one of the worst-affected states by COVID-19, and the Cowboys set a new record for NFL crowd size in the pandemic era for the November 15 loss to the Pittsburgh Steelers, with 31,700 fans.

For the 2019 season, AT&T furthered its commitment to introducing the latest technology to the stadium by unveiling a series of eye-catching fan experience offerings. These leveraged AT&T Stadium’s status as the nation’s first 5G-enabled stadium, an achievement that was first detailed in January 2019.

‘Pose with the Pros’ was one of these features and AT&T and the Cowboys have now added four more double-sided, eight foot interactive immersive columns to the AT&T West Platform at AT&T Stadium. Fans can take their picture or GIF with virtual versions of their favourite players, and share socially.  

For those fans catching the game at AT&T Stadium, the Pose with the Pros interactive displays are now completely controlled from their smartphone, creating a touchless and safer experience.

Also enhanced for this year in AT&T Stadium, fans can use their smartphone to view live gameday stats by using the StARview feature located in the Dallas Cowboys app. By accessing the fan’s camera on their smartphone, fans can see real-time, live player stats via augmented reality projected over the field.

AT&T and the Cowboys are also giving fans at home a chance to cheer on their team in a whole new way. Fans can film their cheers and reactions and submit through the AT&T Fan Zone in the Dallas Cowboys app for a chance to be shown on the AT&T LiveFX board during home games.

Mo Katibeh, chief product and platform officer for AT&T Business, said: “The Dallas Cowboys are pioneers in delivering unique fan experiences through technology. When we launched our 5G experiences with them last season, we set the standard for what fans expect out of their stadium experiences. Now we’re pushing the boundaries again, and proving that technology can bring the fan experience way beyond what’s in the stadium.” 

Image: InComm Payments