During the event: Hitting the right notes
How connectivity helps upgrade the fan experience while they’re at the venue.
Today’s fans are coming for the main event – but they want a complete experience. One enriched with sponsored extras, cutting-edge AR/VR interactions, and opportunities to weave their mobile devices and online networks seamlessly into the fabric of their day. It’s not just about watching; it’s about participating, engaging, and sharing. Interactive sponsorships and immersive technologies, entice fans to spend more on exclusive experiences and merchandise. Each shared moment and interaction on TikTok - an opportunity to extend the venue’s brand or sponsor’s reach, turning every attendee into a potential brand ambassador. What do all these things have in common? They all mean being connected in more ways than one.
Sponsored events and new technologies make the experience more memorable
Sponsorships are a great way to bring in more revenue while providing unique and exciting experiences for fans. And fans are on board: 81% say they enjoy participating in sponsored activities at the event. Nearly half (49%) want to meet the players or performers, and almost as many like spending time in sponsored lounges or bars (46%) or playing sponsored games (46%). Games are especially popular with younger event-goers, with 56% of those aged 18–24 enjoying them compared to just 19% of those aged 60 and older. Around one-quarter (23%) of event-goers enjoy AR/VR sponsored interactions, with 68% saying these technologies have become an integral part of the fan experience. To deliver these kinds of experiences for thousands of fans at once, venues need rock-solid connectivity with very low latency.
QUESTION: What kinds of sponsored interactions do you typically enjoy at a stadium/arena?
of event-goers say AR/VR technologies have become an integral part of the fan experience.
Mobile phones: A vital part of the fan experience
From the moment fans arrive at an event until the final whistle blows, mobile phones play a huge role in today’s sports and entertainment experience. Here’s how fans use their devices while at a venue.
Fans love to share their experiences on social media
If you don’t post about an event on social media, did it really happen? 87% of event-goers post while they’re at an event. These are the platforms they use:
Wi-Fi helps event-goers share the excitement
Almost three-quarters (72%) of event-goers use the venue’s Wi-Fi. Nearly half (44%) use it to share photos. They also use Wi-Fi to share social media posts (37%), videos (35%), tickets (29%) and contact details (14%). But there are many reasons why event-goers might choose not to use the venue’s Wi-Fi. Around one-third (35%) don’t use it because they have enough data on their phones, while 28% say they just forget to use it. Others have concerns about its security (33%) or reliability (27%). And some say the registration process is too hard (24%). Venues can improve the fan experience by ensuring their Wi-Fi is easy to access, performs well and is highly secure. When the Wi-Fi meets these three criteria, fans are more likely fans to use it – and the information they provide when logging in can become a valuable source of data on demographics and other details venues can use to tailor the fan experience and future marketing campaigns.
QUESTION: What are the reasons you haven’t connected to the venue Wi-Fi at an event?
The end goal
Connectivity isn’t just a nice feature at live events; it’s the heartbeat. Being immersed in sponsored AR engagements, breezing through payments with a tap, effortlessly navigating the twists and turns of the venue, and instantly sharing your epic moments on social media. This isn’t just convenience – it’s memory making magic. To make it happen, venues need to ensure event goers have robust, secure connectivity (both mobile and Wi-Fi) everywhere inside and outside the venue.
