This is a guest post by Norman Rice, Executive Vice President of Stadiums and Venues at Extreme Networks.
A lot of people love sports – some more than others. I am unabashedly one of those people. Growing up in Michigan, it was the Detroit Lions, Tigers and Red Wings; during college, it was my alma-mater the Michigan Wolverines; and as a New England transplant today, it’s the Patriots and the Red Sox. While my passion for the game has not wavered, the experience of being a fan has changed dramatically throughout my lifetime, especially over the past few years.
As advancements in mobile, Wi-Fi and analytics continue to thrive, so do the heightened expectations of fans. When people arrive at their destination, they don’t care about the details and challenges of deploying large-scale Wi-Fi or supporting high-density; rather, they expect that they will seamlessly be able to use their mobile devices at games to communicate, share pictures, check fantasy teams, etc.
Networking is about providing connectivity – for all of the end users. To accomplish this, a holistic solution is required that will solve business challenges, supplying the right set of technology to meet consumer demand. For a large NFL stadium, that means meeting the wireless needs of 70,000 fans in the same place at the same time. It is the responsibility of individual venues to provide reliable connectivity so that fans can have as immersive an experience at a game as they do in their living room at home. Successfully doing so requires a fast network as well as advanced data analytics that provide insights about the in-game experience.
Specifically, professional sports stadiums need systems that measure fan traffic, speeds and data, as well as fan engagement. This can include tracking which web pages and communication services are in constant demand, when and where transactions happen and potential weaknesses or bottlenecks in the infrastructure that need to be addressed. Ultimately, the role of analytics is to create a more engaging experience for the fans. Here are four ways data analytics can be used to perfect the fan experience from start to finish.
1. End Zone Coverage
Fans want to share their experience over social media, especially when their favorite team makes an incredible play. Unfortunately, when thousands of people try to tweet or Instagram their reactions at the same time, their wireless connection slows down and their posts fail to upload. Using data analytics, we can identify the most active section of a stadium; whether it’s the end zone or midfield, and shift the wireless networks’ bandwidth to where it’s needed most, allowing fans to effortlessly upload a video of their favorite player scoring a touchdown.
2. Interactive Social Media
There’s a growing emphasis on the need for brands to interact with their consumers, and sports franchises are no different. Analytics can provide data that reports which websites and social media sites fans are using from their seat. Using this information, teams can gauge crowd sentiment and interact with them over the most popular social channels. For example, the NFL found that most of the game time conversations on social media revolved around referee calls. Leveraging this information, it was suggested that official NFL handles tweet a video clip of the play at issue and provide some commentary about why the call was made. Not only does this strategy address concerns expressed by fans, it builds a relationship with them so they know they’re being heard.
3. Less Hassle, Faster Lines
Why is it so appealing to watch a game on your couch? You don’t have to battle traffic to get there, food and drink is at your disposal and the bathroom is just a couple steps away. But what if you could eliminate traffic jams, parking woes and long lines from your stadium experience? One example came is how the New England Patriots deployed their Game Day app that uses aggregated data from their network to eliminate unnecessary hassle for their fan base. The app’s notification system provides updates on restroom wait time, traffic, parking and any additional factors that could dampen the Game Day experience.
4. Quicker Fixes
Despite the benefits of a high-speed wireless network, venues also need to prepare in case a glitch occurs. Not only can data detect a problem in real time, it can deploy the best solution to the right place almost immediately. Additionally, it can identify whether the network or mobile application is causing a problem so that IT resources can accelerate trouble shooting. Measuring application and network performance ensures that the wireless connection is meeting the needs of the consumer.
A study from Ohio University’s Center for Sports Administration found that state-of-the-art sports facilities are critical for drawing new fans. In an age where the price of being a fan has never been higher and the comfort of watching at home has never been better, sports venues must support people’s mobile and wireless needs. That means investing in an end-to-end solution that provides a high-speed network as well as data analytics. The amount of information that team franchises can access is too great of an asset to ignore. Embracing these technologies will allow for the memorable Game Day experience that every fan deserves.