Digitalization in Football: How Is the Fan Experience Changing?
In today's digital era, technology has a tremendous impact on our lives – and the world of sports. Football fans flock to stadiums to experience thrilling emotions, passionate moments, and exciting games up close. But how does digital change affect this traditional experience? From smart tickets to augmented reality to live statistics in real-time, digitalization opens up completely new possibilities for fans. But does this mean more comfort, or is a piece of stadium atmosphere lost?
Which technologies enhance the fan experience – and which fundamentally change it?
The Revolutionary Role of Smart Technologies for the Fan Experience
In modern football stadiums, smart technologies play an increasingly important role. They are not only practical helpers but offer real added value and enhance the visitor experience on multiple levels.
Smart Technologies for a Better Stadium Experience
Thanks to digital solutions, the fan experience becomes more efficient and comfortable. Here are some key areas where modern technologies play a crucial role:
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Ticketing & Access Control – Digital tickets and automated entry controls ensure fast and secure access to the stadium. We have the necessary expertise and are a certified partner of SKIDATA.
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Security Systems – AI-based monitoring and smart sensors contribute to fan safety.
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Contactless Payment – Mobile Payment and digital wallets reduce waiting times and increase convenience.
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Optimized Catering – Intelligent ordering and delivery processes significantly improve the catering experience.
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Information Provision – Real-time updates, interactive stadium maps, and augmented reality for an even more immersive experience.
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Traffic Management – Smart mobility solutions optimize fan arrival and departure.
No More Queues Thanks to Mobile Ordering – The Digital Transformation of the Halftime Break
Every stadium visitor knows the problem: the halftime break begins, and the way to the snack stand becomes a race against time. Mobile ordering provides relief here!
- Order & Pay via App – With a smart PWA app, fans can order and pay for their snacks and drinks directly from their seats.
- Quick Pick-Up or Delivery – The order is ready for pick-up or delivered directly to the seat. This leaves more time to enjoy the game and the atmosphere.
- Personalized Recommendations – Smart algorithms suggest offers to fans based on their preferences.
This digital transformation ensures that the valuable halftime break is not lost in queues but used for what really matters – the true stadium experience!
The Key to Success - Fan-Centricity
In an increasingly digitized world, focusing on the needs and desires of fans is essential, especially in stadiums and arenas. These places are not only venues for sports and cultural events but also centers for passionate fan experiences.
Mobile-First Strategy: The Basis of Fan Interaction
A central component of fan-centricity is the mobile-first strategy. The fan journey often starts before entering the arena and includes:
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Ticket Purchase – Easy and quick access to events
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Travel Planning – Smooth navigation to the venue
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Event Information – All relevant details at a glance
The aim is to provide a seamless and intuitive mobile experience that makes the stadium visit easier and richer.
The Fan Journey: Every Touchpoint Counts
The fan journey extends over numerous interaction points, including:
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Account Creation – Personalized experiences start here
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Ticketing & Access – Convenient digital entry solutions
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Catering & Services – Mobile orders and VIP areas
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The Event Itself – Live interactions, exclusive content & fan activations
Each of these points offers an opportunity to personalize and intensify the fan experience.
Consistent Brand Experience: Online & Onsite
Fans expect seamless interaction between digital and physical channels. This includes:
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Consistent brand messages across all platforms
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Gamification & Interaction to increase fan engagement
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Exclusive Content & Offers for personalized experiences
A consistent and engaging brand experience sustainably strengthens the bond and loyalty of fans.
Creating an Unforgettable Experience: The Future of Fan-Centricity
Fan-centricity means more than digital optimization – it's about the perfect fusion of digital and physical experiences:
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Exclusive Fan Zones with interactive experiences
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Personalized Rewards & Loyalty Programs
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Augmented Reality & Digital Features for an immersive experience
Fan-Centricity as a Success Factor
In the digital era, fan-centricity is not just a competitive advantage but a necessity.
By creating unique, personalized, and engaging experiences, stadiums and arenas can build deeper connections and loyalty among their fans – securing their long-term success.
Make the fan experience unforgettable!
A Seamless Experience: From Online Ticket Purchase to Online Shop
Stadium visitors benefit in many ways from smart technologies. Especially in the areas of:
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Ticketing – Fast and convenient online booking of tickets
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Access Control – Efficient access control through digital solutions
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Security – Enhanced security measures thanks to smart technologies
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Payment Options – Contactless and digital payment options
But the experience doesn't end at the stadium gate. Visitor information, catering offers, and traffic management also play a crucial role in ensuring smooth arrival and departure.
The Online Shop: More Than Just Fan Merchandise
The online shop offers far more than just merchandise. With features such as:
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Inventory Management – Optimized stock control for quick availability
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Dynamic Pricing Management – Flexible pricing based on demand
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Product Videos – Interactive content for a better shopping experience
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Cross-Selling – Individual product recommendations for fans
These digital solutions ensure a comfortable and modern shopping experience – both in the stadium and online.
The Path to the Smart Stadium – Faster and Safer Access Through Innovative Technologies
The rapid development and advanced integration of modern technologies play a key role in transforming the stadium experience. The use of NFC (Near Field Communication), RFID (Radio-Frequency Identification) and QR Codes (Quick Response Codes) has the potential to fundamentally change access to sports stadiums and venues.
NFC - Contactless Entry via Smartphone
With NFC, smartphones and other mobile devices can be used as tickets by simply holding them close to a reader. This technology offers a seamless and touchless experience that not only increases convenience but also enhances safety by minimizing physical contact.
RFID - Fast and Efficient Through Automatic Identification
RFID enables even faster and more efficient visitor identification and verification. RFID tags, which can be integrated into tickets or wristbands, send a signal to RFID readers. This accelerates access and significantly reduces waiting times at entrances.
QR Codes - Flexible, Digital, and Cost-Efficient
QR codes provide another dimension of access control. They are easy to generate, distribute, and scan, making them a cost-effective solution for organizers and fans. With QR codes, tickets can be distributed and verified directly via smartphone apps, eliminating the need for physical tickets and optimizing the entry process.
More Than Just Access: Interactive Fan Experiences
These technologies also offer new possibilities for fan interaction. Organizers can:
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Send personalized offers and event information directly to smartphones
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Provide digital directions within the stadium
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Create new marketing opportunities through digital touchpoints
Smart Stadium - The Future of Stadium Visits
Thanks to NFC, RFID, and QR Codes, stadium visits are faster, safer, and more interactive. These technologies make the experience more user-friendly and attractive for fans.
As a certified partner of SKIDATA, an international leader in access solutions, we offer complete solutions for stadiums and arenas. Combined with our software for the smart stadium, you can delight your fans with every visit!
Scan & Go in the Stadium – A New Shopping Experience on Game Days
The application of RFID technology in football stadiums revolutionizes the shopping experience for fans before and after the games. RFID (Radio Frequency Identification) enables fast and contactless product detection, significantly speeding up the purchase process in stadium stores.
No Long Waiting Before the Game
Before kick-off, fans can shop in stadium stores without getting held up in long lines. Products with RFID tags are automatically detected as they come near self-checkout terminals. This means more time to enjoy the stadium atmosphere rather than standing in line.
Faster Processing After the Game
After the game, RFID technology ensures efficient processing, especially as large crowds leave the stadium. Fans can quickly pay for their purchases and leave the stadium without delay.
Benefits for Fans & Stadium Operators
Less Waiting Time – Faster checkouts make for a pleasant shopping experience.
Easy &
Contactless Payment – No cumbersome scanning or lengthy checkout processes.
Higher Efficiency &
Sales – Faster processes mean satisfied customers and more sales.
The introduction of Scan & Go with RFID helps improve the stadium experience for fans while increasing the efficiency of stadium stores. So game day becomes a highlight not only on the pitch but also when shopping!
The Right Choice of CRM System – The Key to Success
Efficient Master Data Management with Smartstore MDM
Smartstore enables football clubs to optimize their business processes through advanced master data management (MDM) and powerful customer relationship management (CRM).
Centralized Management: The Smartstore MDM system ensures uniform management of all digital master data within a single application. This significantly increases efficiency as all data is stored centrally and seamlessly synchronized with ERP or merchandise management systems.
Optimized Customer Management with Smartstore CRM
Everything at a Glance: The Smartstore CRM module offers a comprehensive platform for capturing, centralizing, and managing all customer data.
Powerful Features:
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Unification of customer profiles
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Customer data modeling
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Real-time personalization
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Automation of marketing processes
With these features, clubs can achieve personalized customer engagement, targeted data segmentation, and efficient marketing automation – all from a central platform.
The Perfect Combination: MDM & CRM
In combination, the MDM and CRM system from Smartstore offers a cohesive and efficient solution to optimally manage and leverage both business and customer data.
Added Value for Football Clubs:
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Optimized data management leads to better business processes
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Increased customer loyalty through targeted engagement
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More efficient processes through automation
Smartstore offers football clubs the perfect digital foundation to successfully position themselves in the market in the long term.
Ordering Food, Snacks, and Drinks by Phone in the Stadium – WITHOUT a Separate App
Smartstore Revolutionizes Stadium Catering
Smartstore offers an innovative smart ordering solution for stadium catering that takes visitor convenience to a whole new level. Fans can order food and drinks directly from their seats – without waiting times and without having to install a special app.
No Standing, No Waiting – Just Order via QR Code
Thanks to our technology, viewers no longer miss game minutes because they have to stand in line for food and drinks. Instead, a simple scan of the QR code attached to the seats is enough.
How It Works:
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Scan the QR Code – directly with the smartphone.
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Place the Order – select food & drinks.
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Pay Conveniently – online or via mobile cash system.
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Delivery to the Seat – no standing, no waiting.
Flexible Payment System for All Fans
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Registered Fans can complete their orders like a normal online order, and billing is automatic.
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Guests without an account can quickly sign up via social media logins and pay for their orders immediately online.
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Optional: The delivery service can accept payments via a mobile POS system.
Benefits for Stadium Visitors & Organizers
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No Waiting: Visitors no longer miss highlights.
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Higher Revenue: Through optimized ordering processes and evenly distributed demand.
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Efficient Operations: Reducing queues during breaks.
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Better Fan Experience: More comfort and satisfaction for all involved.
With this innovation, Smartstore sets new standards in stadium catering and makes the stadium experience even more enjoyable!
Biometric Solutions for Age Verification in Sales Environments
To ensure that minors do not gain access to products intended exclusively for adults, automated biometric age verification solutions are a secure option. This technology enables the protected sale of products such as alcohol and tobacco to those aged 18 and above. Here are four possible implementation variants:
Integration into Vending Machines & Self-Service Checkouts
Biometric systems can be directly integrated into vending machines or self-service checkouts. This ensures that age-restricted products are only dispensed to authorized persons.
Facial Recognition for Access Control
Using facial recognition, access to stores or the use of machines can be prevented for people under 18. This method ensures automatic access restriction without the need for staff intervention.
Anonymous Age Estimation with AI
An AI-based age recognition allows the sale of age-restricted products by checking an ID document. The ID is held in front of a camera, and the AI decides whether the item is released. Privacy-friendly: No internet connection required, no storage of personal data.
Pre-stored Photos for Identification
By using a pre-stored photo of a person, product releases can occur at machines or through personal sales. This method is particularly useful in recurring sales environments. Data privacy compliant: Storage is only done with explicit consent.
Controlling Doors & Access Systems
These biometric solutions can also be used to regulate access to certain rooms or areas. Only authorized persons are granted access, for example, in 24/7 stores or secured sales zones. In the VIP area, individuals have access to specific doors for which they are granted access and have the option to use certain toilets. Suitable solutions for door controls and access systems in closed areas can be offered through our partner company SALTOSYSTEMS.
Smartstore & Microsoft: Accelerating Growth, Engaging Fans Personally
The use of Smartstore in combination with Microsoft enables football clubs to accelerate their growth and benefit from individual solutions.
Unified Data Collection for Better Fan Engagement
A centralized data collection of fans is essential to ensure personalized engagement, interaction, and care. Bundesliga clubs are increasingly relying on CRM systems to break down data siloing and generate added value for sponsors and business partners.
The Future of the Sports Experience
The future of stadium visits will be shaped by the continuous integration of smart technologies.
Technological Revolution in the Stadium
The possibilities resulting from this development are enormous and will sustainably change the fan experience. The technological revolution of the stadium visit is in full swing – we can look forward to what the future holds!
Horizontal Scaling Instead of Centralized Upscaling
A significant advantage that we leverage in collaboration with our partner Microsoft is the development of applications with high capacity and performance efficiency in the cloud.
Why Horizontal Scaling Is More Sensible
With modern cloud technologies, it is often simpler, more cost-effective, and more efficient to scale resources horizontally instead of scaling them up centrally.
When you try to increase the capacity of a single resource (vertical scaling), you eventually hit technical and economic limits. The costs for additional hardware increase exponentially, and often downtime is required for server restarts.
Instead, you should scale your application layer horizontally. This means adding additional infrastructure to flexibly handle increasing demand. Be sure to remove unneeded resources to avoid unnecessary costs.
Strategic Scaling for Peak Loads
A thoughtful application design requires careful planning. Especially for large-scale events such as:
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Sports events
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Sales promotions
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Marketing campaigns
can lead to sudden traffic spikes. By scaling your infrastructure in advance, you avoid performance bottlenecks and provide a smooth user experience.
Azure: Scaling On Demand
A central Azure design principle is horizontal scaling, where additional compute or service instances are flexibly provided. This offers the following advantages:
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Cost Efficiency: No expensive hardware purchases required.
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Flexibility: Resources are automatically added or removed as needed.
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No Idle Costs: With a usage-based payment model, you only pay for the capacity actually used.
Such a pay-as-you-go approach is ideal for companies looking to efficiently manage seasonal or unexpected peak loads.
Sports Events and Large Gatherings Targeted by Cyberattacks
Digital security during large events, especially sports events, is gaining increasing importance. With a global sports market worth over 600 billion US dollars, these events attract not only fans but also cybercriminals.
Risks and Threats
The increasing connectivity of venues and the growing number of devices and networks significantly increase the risk of cyberattacks. Particularly affected are:
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IT Infrastructures: Sports arenas and venues often have security vulnerabilities that endanger critical operational functions and visitor gadgets.
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Teams & Athletes: The loss of competitive or personal data can have serious consequences.
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Visitor Data: Personal identification data can be compromised through insecure event apps, open Wi-Fi hotspots, or manipulated QR codes.
Protective Measures for Your Event
To minimize these risks, we rely on proven security standards and trustworthy cloud solutions in partnership with Microsoft and Sogeti. Our security guidelines help you effectively protect your next large event from cyberattacks.
Secure your event – before it's too late!
One-Stop-Shop for the Stadium
Smartstore combines all relevant functions into a single system – reducing maintenance effort, lowering costs, and increasing scalability at the same time. With Smartstore 6, the fastest cross-platform open source Composable Commerce Platform in the ASP.NET world, organizers are optimally prepared for the cloud.
Maximum Performance with the Smartstore Commerce Cloud
Thanks to close collaboration with Microsoft, organizers can accelerate their growth and benefit from tailor-made solutions. The Smartstore Commerce Cloud provides a powerful basis for digital transformation in the stadium environment.
Strong Partnerships for the Best Service
Smartstore relies on numerous renowned partners to ensure the best services at all times:
- Technology Partners: AWS, Microsoft, Google
- E-Commerce & Security: Trusted Shops, Diebold Nixdorf, Sunmi POS, Pyramid Computer, ebay
- Payment Providers: PayPal, Adyen, Amazon Pay, Klarna, Bluecode, UNZER, Santander, Ratenkauf by easyCredit, PAYONE and many more
Digital Transformation for the Stadium Experience
Digital transformation is not a trend but a necessity to meet the increasing expectations of visitors and create a unique shopping experience. Smartstore is a certified SKIDATA integration partner – the perfect connection for future-proof stadium concepts.
Do you have questions about this topic? Or would you like to send us your feedback? Then contact us via the contact form, by email at info@smartstore.com or by phone from Monday to Friday between 10 a.m. and 4 p.m. at +4923153350.