Advancements in modern technology have trickled into sports stadiums across the U.S. to improve customer experience and drive more revenue, more efficiently. Stadiums are using advanced technology to implement cashier-less technology for purchasing concessions at the stadiums and for security screening.

The NFL season is now in full swing with several stadiums rolling out new technologies to enhance the fan experience at the games.

Audible to cashier-less technology

Lumen Field, home to the Seattle Seahawks, became the first NFL stadium to open a food and beverage store that is powered by Amazon’s ‘Just Walk Out’ tech and Amazon One. The store provides checkout-free shopping and utilizes Amazon One for entry and payment with palm recognition. This offering provides fans with a “frictionless” shopping experience. Zippin, a provider of checkout-free technology, has introduced Zippin Lane, a new turnkey solution enabling retailers and concessionaires to deploy checkout-free stores in under a week. Over 20 Zippin Lanes have opened this year, with nine of them at NFL venues. Nissan Stadium in Nashville, Tennessee has five such lanes and Allegiant Stadium in Las Vegas has four new stores.

“At Nissan Stadium we’re always looking for ways to offer our fans the greatest level of convenience and ease of purchase,” said Adam Nuse, Titans Senior Vice President of Business Operations in a press release. “Working with Zippin will offer our fans a quick and easy way to grab the food and drink items they need and get back to enjoying Nashville’s biggest stage: Nissan Stadium.”

According to Zippin, this checkout line-eliminating technology cuts the average time a fan stands in the concessions line “from an average of 20 minutes to as little as 20 seconds.” In four events at Allegiant Stadium since the stores have been installed, Zippin says there has been a 66 percent increase in speed of service and 45 percent concessions growth compared to 2021.

Shifting coverage on security and ticket scanning

Elsewhere, SoFi Stadium in Los Angeles has deployed new security and ticket scanning technology to speed up entering the stadium. Fans can now scan or tap their mobile tickets at hands-free pedestal scanners located at all the entries.

Additionally, SoFi Stadium has contracted with Evolv Technology, a security screening technology company, to utilize their weapons detection security screening tech. The system uses sensors to spot potential danger from weapons or other prohibited devices. This technology will allow fans to walk through security checkpoints without removing things from their pockets or searching for every metal object on a fan's person.

Enhancing the digital fan experience

HCLTech is ensuring that the digital fan experience is enhanced, as more fans are seeking to engage online according to unique preferences.

Cricket Australia, working with HCLTech as their strategic delivery partner, has accelerated innovation by building out the foundational capabilities of its website and integrating a new competition management solution with their existing apps.

Additionally, the two entities are partnering to deliver a new live streaming capability for community clubs using AI to identify key moments in a match and develop highlight packages to deliver right to player’s phones through Cricket Australia’s MyCricket app.

Utilizing a cloud-based platform has also allowed Cricket Australia to move towards a seamless, integrated fan experience. Fans can now book tickets at the match, scan tickets for entry, find their seats, and find preferred food vendor options.

HCLTech builds partnership with MetLife

HCLTech has announced a new partnership with the New York Giants, New York Jets, and MetLife Stadium to enrich the fan experience in the digital age. The agreement was built on a shared vision for all parties to make MetLife Stadium the most technologically advanced stadium venue in the U.S.

The stadium, along with the Jets and Giants, will be able to benefit from HCLTech’s platform-driven business transformation experience and adoption of modern technologies. The partnership will “elevate and unify seamless experiences for guests both inside and outside the stadium” and, through immersive digital engagement, a more memorable experience can be built.