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Technology

Tech Stack: Seahawks, TGL golf and more

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Our weekly tech round-up from the stadium ecosystem includes Seattle Seahawks' new frictionless retail store and the giant simulator screen that will power the Tiger Woods-backed TGL golf's debut season...

Seahawks open frictionless retail store

The NFL’s Seattle Seahawks and Lumen Field are to expand the venue’s use of Amazon’s Just Walk Out technology and Amazon One with new deployments at both retail and concession locations, including at the new Seahawks Pro Shop Outlet for fan merchandise.

The Pro Shop Outlet will open starting with the Seahawks home preseason game today (Aug 10) and is located in the northwest corner of the stadium’s main concourse near section 140. Fans will find a variety of team gear offered at reduced prices including hats, shirts, jerseys, and souvenirs.

Stadium golf’s TGL details simulator tech

Stadium golf competition TGL has detailed the technology that will power its debut season after partnering with Full Swing.

The golf simulator specialist, which is an official licensee of the PGA Tour, has been working with TGL to build out the gameplay technology that will power the league’s fusion of live sport and virtual action at a purpose-built venue in Palm Beach, Florida from January 2024.

TGL players, representing the series’ six teams over 15 fixtures, will tee off and play into a giant simulator screen measuring a massive 64ft x 46ft. Full Swing will build out this virtual world environment for the simulator featuring custom-designed TGL golf holes and will also provide teams with a Virtual Caddie to aid strategy and offer yardage information on a hole-by-hole basis.

The players will then transition from the simulator to a one-of-a-kind short-game complex. TGL will use Virtual Green by Full Swing to build three individual 15ft x 27ft Virtual Greens within a 3,800 square foot putting surface. They will be the largest ever Virtual Greens built by Full Swing, each with 189 actuators and jacks that allow the slope of the putting green to change hole by hole.

Tiger Woods, co-founder TMRW Sports and committed TGL player, said: “I’ve used Full Swing for almost ten years now and they continually innovate to make the experience better across their entire product line that I use at home and on the range. This is why I trust Full Swing to help power a majority of TGL’s gameplay platform.”

Brentford adds new tech-based hospitality options

Premier League club Brentford FC is introducing two new technologies designed to enhance and streamline customer service at Gtech Stadium ahead of the new season.  

Bee Order is a service available through the Brentford FC app that allows fans to pre-order food and drink ahead of matchdays. This technology is designed to increase the range of food and drink options available across the stadium.

In addition, self-order screens are now in place for fans to use in three locations across the stadium. Fans can use these screens to place an order for food or drink, which can be picked up at the nearest kiosk by presenting their collection voucher. 

Giants install 100s of EV chargers

The MLB’s San Francisco Giants and Cruise – the driverless ridehail service – have announced an enhanced partnership designed to serve local residents and businesses and accelerate the electrified transportation system throughout San Francisco.

Through the partnership, which will remain exclusive through 2025, hundreds of electric vehicle chargers will be installed to support ballpark parking facilities.

A Cruise spokesperson said: “With access to around-the-clock charging equipment, a fully charged Cruise fleet will provide the public, including Giants fans and Oracle Park event go-ers, with a safe and eco-friendly transportation option.”