Enhancing The Fan Experience

At Live Sporting Events: The

Case Of Stadium Wi-fi

Prepared By Wesam
Introduction
Introduction :
In recent years, many stadiums and arenas have upgraded
technology to provide quality, high-speed wireless
connectivity to their customers. But today, this amenity
initially designed to help fans enjoy one of the comforts of
home while at the game also has teams and venues seeing
benefits far beyond allowing their customers to surf the web.
This new connectivity is powering a number of revenue-
driving solutions, from mobile apps to digital signage and
mobile point-of-sale systems. Additionally, stadium operators
are collecting data that helps them better understand fans’
buying behavior, leading to targeted advertising and
increased fan engagement.
Zhao (2018) stated that “As you increase revenue, you
also add to the fan experience, rather than detract,”
“The physical and digital experiences are merging
together, rather than competing with each other.”
As these solutions mature, Zhao added that , teams and
venues are constantly devising creative ways to leverage
technology and bring in new sources of revenue. “The
marketing machine and the monetization machine are
still catching up with the digital age,” he says.
As recently as three years ago, Zhao says, stadium
stakeholders weren’t all that sure that fans wanted
mobile connectivity at sporting events or concerts. Now,
it seems, that debate has been settled.
Stadiums meet this demand by deploying numerous
directional antennas capable of beaming signals to
specific seating sections, or even to specific rows. While
newer stadiums are being designed with fiber-optic
networks to connect access points, older stadiums must be
retrofitted a potentially expensive and logistically
challenging process.
During upgrades at University of Phoenix Stadium in
preparation for the professional football championship
game, the IT team installed more than 800 Cisco 3700
series access points.
While it’s not difficult to draw people to the pro football
championship, other live sporting events face increasingly
stiff competition from home viewing as broadcasts
The advantages of Wi-
Fi networks at sporting
venues
The advantages of Wi-Fi networks at sporting
venues
The advantages that come along with Wi-Fi networks at sporting venues are that :
1.The consumer is changing, to be able to stay relevant, Wi-Fi is needed.
2. Furthermore, it allows organizations to collect more data on their customers, where they walk,
what they’re doing. With that information, the organization can make changes to the experience by
focusing on the specific behavior of the consumer.
3. It also allows organizations to relay this data to leverage bigger sponsorships, which in turn leads
to more available funds to be used.
4. It also allows for more marketing and communication between fans, by having the option, it will
enable more people to post and share pictures/videos with their friends or online following.
5. It will also lead to the attraction of more than just the avid fan, by amplifying the actual
experience, casual fan may come just for the WIFI or activities.
6. The login page to the WIFI network could also serve a questionnaire to gather more fan feedback.
Can be used for more than just sports, conferences that are now available because of the Wi-Fi
capabilities of the facility. (Grewal, 2009)
The disadvantages of
Wi-Fi networks at
sporting venues
The disadvantages of Wi-Fi networks at sporting
venues
1. The disadvantages that entail Wi-Fi networks at sporting events are the massive logistical
support
problems that can be encountered, like a crash of the system.
2. Enhancing the experience may also drive avid fans who come to enjoy the core product away
because of the additional benefits.
3. The words privacy and protection are always questioned when it comes to Wi-Fi networks,
with higher alertness to this, consumers may elect to just not come. It is also difficult to gauge
the ROI on Wi-fi, hard to determine
whether it is beneficial towards a growing attendance rate.
4. Because of the cost associated with the installation, ticket prices may need be inflated to
support those costs, leading to unhappy fans. (Guerra, A. , 2015).
Wi-fi at two
comparable
institutions
 Wi-Fi at two comparable institutions
Stadiums are rapidly renovating to keep up with the trend of having Wi-Fi at sporting events as it
becomes a necessity to society. The bigger and more popular the venue is, the demand for having Wi-
Fi becomes higher. Popularity also depends on the type of sport as there will be more attending fans at
football games compared to soccer games. Typically, public Wi-Fi can be seen in newer stadiums,
especially in the NFL. The availability of Wi-Fi is also contingent on the number of funds an
organization has as the installation of Wi-Fi can be exceedingly costly. Two comparable institutions
would be football stadiums at the NCAA Division I level that have public Wi-Fi versus one that does
not provide public Wi-Fi such as a Power 5 stadium and other conferences. These differences of
stadiums are between the Gaylord Family-Oklahoma Memorial Stadium at the University of Oklahoma
and Nottingham Field at the University of Northern Colorado.
Wi-fi at two
comparable
institutions
 Wi-Fi at two comparable institutions
The Gaylord Family-Oklahoma Memorial Stadium also known as Owen Field holds 86,112 people for
football games and is one of the largest stadiums in college football. There is a high density of people in
an area, which demands the option to stay connected through public Wi-Fi. Since the Sooners are able to
generate revenue at their games, this organization is able to afford to provide public Wi-Fi for their loyal
fans. Another university that has Wi-Fi is the University of Colorado's Folsom Field which holds 53,613
people. Their renovation included the installation of Wi-Fi and the ability to receive better cellular
signals. This renovation occurred as Buffs fans made complaints about not being able to post any
coverage of their football games.
The CU Events Center that holds their basketball games are in the process of adding Wi-Fi into their
stadium. Wi-Fi can be remarkably useful in this situation as the basketball venue is also used for local
high school graduations and other special events. A smaller stadium like Nottingham Field does not offer
public Wi-Fi. This stadium hold football games as well as track and field meets. However, Wi-Fi has not
been deemed as a necessity as other providers such as the student Wi-Fi and cellular reception are readily
available for these limited number of fans.
Wi-Fi at two comparable institutions
The demand for public Wi-Fi is nonexistent as Bears fans are still able to find way to connect online.
This stadium only holds 8,533 people that have a hard time filling the seats. Installing Wi-Fi will
cause the department to suffer financially with the lack in revenue generation and the installation
cannot be justified. Without the financial support of fans, the Bears will have a hard time with the
upkeep of public Wi-Fi if it were installed.
NCAA Division III schools can be expected to have extraordinarily few sporting venues that provide
public Wi-Fi, especially in sports like soccer as their fields typically sit further from campus. Another
example of a sports venue without public Wi-Fi is a golf course. As PGA tournaments are filled with
fans, cellular reception becomes an impossible concept as the density of people in the area runs high.
College golf on the other hand accumulates scarce numbers of fans that are usually family members.
(Fulks , 2017).
 Wi-Fi and its
attendance drive
Wi-Fi and its attendance drive.
- While the correlation of the installation of Wi-Fi and their attendance has not been seen, organizations have noticed
the retention of fans. Although some fans may not demand the need for Wi-Fi, fans like having the option to switch
from cellular data to Wi-Fi. Unfortunately, sports venues have seen a steady decline in attendance throughout the
years, and improvements in sports venues must properly target the right market.
- The installation of Wi-Fi in sporting venues would aid in driving attendance or maintaining that number of
attendees by allowing fans the opportunity to show-off that they are at a specific game. Especially in college students,
social media sees the plays and the atmosphere of games as their smartphones are in constant reach. The retention of
students is possible as they appreciate the connectivity to their social media. Keeping up with posts and stories has
become a significant aspect of these college students’ lives. The NFL realized that all ages of fans wanted the option
to be connected and each of them had their own reasoning to be connected.
- Slower paced sports such as soccer may have benefits for fans to have access to Wi-Fi as it keeps them occupied at
the field. Some fans may become bored with the game but wanted to attend as their friends or family got them to
join. Being able to access Wi-Fi can give those people a little more incentive on coming to the game as they do not
have to worry about getting too bored. Having Wi-Fi in games such as football and basketball can be important to
businessmen as they are able to stay connected to their work and their clients as they enjoy the game. If a
businessman is not able to attend a game due to the lack of Wi-Fi, that is a loss of a customer.
Wi-Fi and its attendance drive.
The availability of Wi-Fi allows that customer to have a sense of ease that they can stay connected
with their careers and continue with their job responsibilities while watching the game in person
and experiencing the atmosphere. Having Wi-Fi in sporting venues is becoming the norm of
society.

Attendance rates will not be truly affected by the installation of Wi-Fi in sporting venues because
fans attend games for the experience of an in-person game and the atmosphere among the fans.
Within families attending these games, the need for Wi-Fi is relatively low as they desire the
bonding in family time and being device-free to set an example for their kids. Wi-Fi, therefore, is
not demanded but is appreciated by fans if it becomes available to them. The drive of attendance
must reply on other marketing ideas as Wi-Fi only foresees retention among these fans.
The installation of Wi-Fi in sporting
venues would help drive attendance.
Make sure to differentiate among
.sports and target markets
The installation of Wi-Fi in sporting venues would help drive attendance. Make sure
to differentiate among sports and target markets.
Installation of Wi-Fi would certainly drive-up attendance because of all the possibilities and potential
that come with it. Although some avid fans would stray away, by bringing innovative and new
experiences for the consumer the try, they will be drawn to the intrigue. By expanding the experience,
organizations will be able to tap into more target markets that they have not been able to reach,
Millennial’s/Gen Z. In addition, the addition of WIFI also makes the experience more efficient, the
delivery or major ancillary revenues that may scare away fans can now draw them in. By enabling
everyone to post their real-time experience via social media or other platforms, consumers who
haven’t yet had a chance to attend the venue may be inclined to check it out. Families are now more
available to come because of Wi-fi, parents can bring their kids and allow them to play on the tablet
or phone, using none of their own data. People want choice, by giving multiple options, the game,
other activities and the use of the phone, consumers can do what they want without any constrictions
to the game itself.
 The inclusion of Wi-Fi at the
university’s sport facilities align
with future sport endeavors like e-
sports
 The inclusion of Wi-Fi at the university’s sport facilities align with future sport
endeavors like e-sports
Enhanced Wi-Fi networks can be used by Spector’s within the venue to affect motivation factors for
prospective spectators are that they take picture and videos of the venue and the show and share them
via their social media or other platforms. This will allow people are connected to that that consumer to
get a visual representation of that venue and all the amenities that is had to offer. Consumers who are
in attendance could be given a promo code for tickets or merchandise, it could be shared on social
media and other platforms, by giving discount codes, prospective consumers may be more inclined to
go because of the discount and potentially more codes if they attend the event live. It also allows for
telecommunications (text, calling, whats app), by having this, people can text their friends family and
share their positive experience with them. Some one-way venues are utilizing the zoom service, they
will offer the zoom link meeting to show, at a cheaper price, so that customers and new unrepresented
demographics can get sort of a feel towards what the experience could potentially be. By doing this, it
gives the potential consumer a view of the core product and letting them piece together what they
experience as whole would be.
 E-
Sport
E-sports
- The rise of Wi-Fi inclusion in the sports venues of universities will create a demand for Wi-Fi
inclusion in E-sports arenas.
- E-sports hold their leagues and tournaments in arenas, convention centers, and hotels around the
world. This organization’s main focus is running the game functionally and properly for those who
are playing.
- The E-sports organization ensures no connectivity failure for competitors and streamers. E-sports
demands a large bandwidth as the event is required to run smoothly without interruptions or
lagging to provide fairness in the multiplayer gaming competition.
- Players will often stream their competition in the duration of the league or tournament. As gaming
is considered fast-paced, fans or audience members will not have the need to constantly be on their
phones unlike other sporting events with long wait periods. Most fans will be so intrigued with the
match that they do not have the need to take out their phones until they are done playing.
- E-sports fans not only view these competitions via Twitch, YouTube, and some competitions on TV
live broadcasting but also view them in-person.
 E-sports
- The bandwidth that is needed to support gaming along with public use would be shocking and
arguably ineffective and foolish. However, since competition is between the teams that are in the
stadium, they are able to play over what is called a LAN party and not over the internet. This
means that they hook their computers together and make their own offline server that shares
data between each computer and does not use Wi-Fi.
- This, fortunately, frees up the use of bandwidth if Wi-Fi was offered, but are also able to game
without needing Wi-Fi. Additionally, the offline LAN party allows players to game without
having any lag while they are gaming.
- On the downside, most events are streamed meaning a strong Wi-Fi connection will be needed
for these gamers and opening up that server to the public may cause connectivity issues in the
stadium.
Recommend
ations be to
the Board of
. Directors
Recommendations be to the Board of Directors .
The best recommendation for the Board of Directors is for their facilities to be equipped with
public Wi-Fi networks to provide the option for fans to have access to Wi-Fi. Every fan has their
own needs and wants, and with the decline of attendance in all sports, organizations should find
options that could retain those supporters.
As a stadium in the twenty-first century, a stadium without Wi-Fi could be deemed outdated and
lacks care for their fans. If other stadiums and sports venues are installing Wi-Fi, a stadium at the
Power Five level should conform to that standard as to not fall behind on the trend and be looked
down on. Since the NFL has gone above and beyond in improving game day experience by
implementing Wi-Fi networks in their stadiums, NCAA football stadiums should strive for that
goal as well.
Power Five schools receive just as much attention and the crowd as the NFL, so having Wi-Fi will
move that stadium towards NFL and their professional standards.
Wi-Fi is beneficial to both ends as an organization and as a fan. The organization is able to control
and view who attends games or events and fans are able to stay connected with social media,
Recommendations be to the Board of Directors .
They are able to find ways to catch their attention and retain those fans to maintain attendance
numbers while possibly getting them to share their experience to bring in more consumers.
As a Power Five athletic department, Mary should have the financial capability to make the upgrade
of installing Wi-Fi in their facilities. Power Five schools are the nation’s wealthiest athletic
departments as donors and fans contribute by donating, attending games, and buying merchandise.
As these schools are capable of providing private jets and expensive gadgets for their team, so fans
should be able to acquire the convenience of Wi-Fi in their facilities. If smaller schools in Division II
and III installs Wi-Fi, the fans in that Power Five stadium is going to demand that as all. It is known
throughout athletics that most athletic departments do not show a profit or any carryovers because
most schools spend what they earn for a good reason. Due to this, Mary should spend a fraction of
their revenues on the installation of Wi-Fi or find good donors that are willing to support them.
SWAT
analysis
References :
• Zhao, Z. Z., Miao, M. H., Qu, X. J., & Li, X. Y. (2018). Research And Application Of Wifi Location Algorithm In Intelligent Sports Venues. In  Artificial
Intelligence And Robotics (Pp. 157-166). Springer, Cham.
• Fellers, J. W., Clifton, A., & Handley, H. (1995, January). Using The Internet To Provide Support For Distributed Interactions. In  Proceedings Of The
Twenty-eighth Annual Hawaii International Conference On System Sciences  (Vol. 4, Pp. 52-60). Ieee.
Grewal, D. , Levy, M. , & Kumar, V. (2009). Customer experience management in retailing: An organizing framework. Journal of •
Retailing, 85, 1–14. doi:http://dx.doi.org/10.1016/j.jretai.2009.01.001
Guerra, A. (2015). Student attendance at collegiate sporting events (p. 14). University of Oregon, Warsaw sports marketing center. •
Retrieved from http://grfx.cstv.com/photos/schools/nacda/sports/nacma/auto_pdf/2014-15/misc_non_event/
NACMAResearchInitiative2015.pdf
Fulks, D.L. (2017). NCAA revenues/expenses division I report 2004 – 2016 (p. 112). National Collegiate Athletic Association. •
Retrieved from http://www.ncaa.org/sites/default/files/2017RES_D1-RevExp_Entire_2017_Final_20180123.pdf