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Our 2013 NFL Tech Series follows all 32 NFL teams up until kickoff on Week 1. Each feature includes the latest from each organization, spanning stadium wifi upgrades, mobile technology, fan engagement, and the tech used by players and coaches to gain an edge. Front office personnel and technology staff throughout the league provided an inside look at how each team plans on improving their franchise through hi-tech advancements. In this new age of technology in sports we are uncovering the many new innovations and strategies being used by teams and where the present and future of NFL technology lies. Today, we look at the Miami Dolphins and what technological advances they have in store for the 2013 season. If you missed yesterday’s review of the New England Patriots digital recap you can find it here.
A busy off-season has Miami Dolphin fans eagerly awaiting training camp to end and the season to begin. But there have been several improvements the Miami Dolphins organization has made that should have a greater impact on the fans then any free agent could.
The 2013 season at Sun Life Stadium is about to get more connected for the fans, thanks to Tery Howard, VP, Chief Technology Officer, and Wayne Partello, Senior Director of Content and Creative.
Backed by the strong urgings from owner Stephen Ross (a proclaimed Sport Techie), the fan experience is receiving an upgrade through new and expansive in stadium wifi capabilities, new aged ticketing practices, and a personalized and modern loyalty program – and that’s just for 2013.
WiFi
Most important for the technological advances at Sun Life is their extensive and comprehensive WiFi roll-out unlike any other in the league. WiFi is the backbone of every digital initiative, whether it be for social or team mobile app capabilities.
“Working with AT&T and Cisco we have outfitted the stadium and parking lots with a very robust outdoor network. This will allow our fans to connect whether it’s on the cellular or WiFi platforms,” said CTO Tery Howard.
The team will feature about 600 access points throughout the bowl. There is a uniqueness to this implementation that you probably wont see in other stadiums. What will the first of its kind is that the access points going out into the seats. They have AT&T implementing access points on the handrails and working closely with their engineering team to make sure they can deflect any noise or interference to manage the quality and the capabilities and connectivity.
“Before WiFi, traffic (socially) from the stadium was light; people couldn’t get through. This year, we are preparing our fans. Through our wifi network, fans can let us know how much fun they are having or help us respond to a challenge during the game day in real time.”
Recognizing and meeting these challenges set by the fans opens doors of possibilities for the team. The social media capable fan is becoming more and more valuable.
Digital Ticketing
Starting in 2013, the Dolphins are looking to introduce a new form of ticketing. While other teams have done mobile ticketing, what makes theirs unique is an all encompassing card, functioning as their ticket and Fin Club ID, with opportunities to gain points based on their social interactions with the team and in-stadium purchases.
Fans will also have the ability to add preloaded values into these cards. Through these purchases, information systems will help the Dolphins identify who their fans are, and how best to reward them for already engaging with the organization.
Mobile Applications
With mobile app technology on the rise, teams now see this median as a space to both engage fans and provide a better in stadium experience.
Upon entering the app, fans can explore news, rosters, and schedules, which are par for the course. The “Game Day” feature provides the fantasy football features most fans seek in other apps. Play by play, live stats, and NFL game scores are key for the fan using the WiFi networks to keep up with everything else going on in the NFL.
The team has also partnered with Leapseat, a seat upgrade app, which has become a growing trend for franchises.
“Working with IBM’s smarter stadium, we wanted fans to have access to stats, upgrades, and real time concession info, in order to find out where the closest concession stand is for any food you’re looking for,” said Partello.
He added, “We want to build a platform with the future in mind – it gives us the flexibility to test new products.”
Social Networking
So, how do teams use this infrastructure and activate it within their fan base?
Through a new partnership with Mass Relevance, the Dolphins will provide fans with the ability for social interaction throughout their game day experience by displaying tweets, photos, and videos on the team’s video boards and LED ribbons.
Essentially, the team wants to showcase the stadium and experience through their social fans. By making a digital collage of the total picture through fan driven images and experiences, an offline community is formed with the intention of highlighting the best parts of the stadium experience.
“It’s important to see where technology is heading – how can we continue to further the fan experience and streamline operations, make it more transparent for our fans as they come into our stadium,” commented Howard.
She continued, “We can’t impact on the final result on the field, but we can control the fan’s experience. We want everyone to leave saying, “Wow, we had a great time,” whatever that means to each fan. That’s what our goal is. What do we have to do to get to that level, where they’ve had an outstanding experience with us?”
In order to achieve this, management will use data, such as WiFi and mobile apps, to quantify what people are using, who’s using it, and how the technology is being used, in order to cater to the individual.
VP of Communications Jason Jenkins concluded, “From ownership down, our owner, Stephen Ross, is very big into technology and molding and shaping technology to provide for the organization and our fans through RSE Ventures, which is also part of the Dolphins. He has really pushed our organization to have technology, creativity, and innovation in terms of creating new opportunity for our fans.”
New Uniforms
On top of all the technological advances the Miami Dolphins have in store for the 2013 season, they also worked with Nike to design new uniforms that Nike says “stays true to its roots, while harnessing the city’s modern cutting-edge characteristics to create a more refined head-to-toe look that embodies what it means to be a Miami Dolphin.”
Below is a photo of what the new uniform will look like and a behind-the-scenes look at what went into the designing of the logo.
