Tech Stack: Adelaide Oval, Botafogo and more

Featured image credit: Marcus Wallis on Unsplash

Adelaide Oval has introduced 20 self-checkout food and beverage terminals, while the venue has permanently added cans to its food and beverage line-up following the conclusion of a 12-month trial that avoided more than one million plastic cups being used.

The AI-powered terminals have been provided by Mashgin and can instantly recognise and ring up food and drinks, allowing fans to check out much faster than with a cashier. A trial of the terminals during last year’s AFL season found that the median transaction time at Mashgin kiosks is under 14 seconds.

Almost 40% of all beverages sold at Adelaide Oval are now being delivered in cans as part of the stadium’s commitment to eliminate single-use plastics.  

Brazilian football club Botafogo has introduced facial recognition technology at the Estádio Nilton Santos.

The technology is provided by Bepass and was introduced during the Campeonato Carioca match against Madureira. It will be used in all 96 turnstiles across the stadium.

LaLiga club Real Madrid has teamed up with Japan-based open innovation platform Creww to launch ‘Real Madrid Next Accelerator for Asia’, which will seek to create partnerships between Real Madrid Next and Asian startups.

The programme, which opens next month, will focus on six areas of work, one of which is fan engagement. This will cover the creation of loyalty products and services that can revolutionise the fan experience both inside and outside of the stadium.

Major League Soccer has launched MLS Innovation Lab, a programme to identify startups and advanced technologies to enhance the fan experience for the league and its clubs.

The programme will give companies the chance to test their products in real-world environments throughout the MLS ecosystem. MLS will provide access to its expertise and network to ensure accelerated development for participants.

The NBA basketball league has partnered with, while its NBA Equity division has been announced as a seed-round investor in the platform.

The NBA will incorporate’s software-as-a-service (SAAS) solution into its scheduling process, with the deal also covering the WNBA, G League and NBA2K League.

Elsewhere in the NBA, the Orlando Magic has extended its partnership with Verizon, which will continue to serve as the official and exclusive wireless telecommunications and 5G partner for the franchise.

The multi-year deal now integrates Total by Verizon, which marks the brand’s first official team sponsorship. The deal will provide technology that allows fans to display photos and videos on the centrehung board at Kia Center.

Teamwork Commerce, a global retail management solution, has teamed up with real-time AI data platform LAVA to enhance the experience of sports fans at the point of sale.

The initial partnership integrates fan loyalty and real-time marketing campaign benefits at Teamwork Commerce POS locations within sporting stadiums and arenas, enabling teams to streamline and enhance the game-day experience of their fans.

English Championship club Sheffield Wednesday has announced partnerships for a new gaming arena at Hillsborough.

The building of the facility involved the conversion of a pitch-facing executive area located in the South Stand into a dedicated esports suite. Wednesday has partnered with, HyperX, monitor provider AOC and Noblechairs on the initiative.

Scottish Premiership club Aberdeen has partnered with Social Asking, a digital fan engagement platform, to provide supporters with an online platform to voice their opinions on club-related issues.

Fans are invited to share their thoughts on the matchday experience at Pittodrie.