FUTURE STADIUM OF THE - The Next Generation of Game Day Technology - Oracle
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STADIUM OF THE FUTURE The Next Generation of Game Day Technology
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2 Stadium of the Future
Methodology
Fans from five countries across a
number of sports were surveyed
for this report:
- Australia (Australian Rules
Football)
- Canada (Ice Hockey)
- Germany (Soccer)
- UK (Soccer)
- US (MLB, NFL, Soccer, NHL)
The respondents all met the
following criteria:
- Avid fan of the target sport
- A
ttended at least one live
event of the target sport in
the last 12 months
What Is the Stadium of the Future?
Technology is changing every aspect of sport, and the game day experience for fans is
no exception. Stadiums are striving to provide a greater spectacle at live events, with
more entertainment and enhanced enjoyment of the game. Food and beverage is a
critical part of this; 94% of sports fans say that they buy food and drink at a game at least
occasionally, making it significant both for fan satisfaction and for revenue generation.
So, what do fans want from their game day experience?
1. To enjoy food and drink at the stadium: 72% of US fans always or usually purchase food at a game,
while 76% always or usually buy a beverage, spending an average total of $42 per game.
2. To stay in their seats: Nearly 30% of fans globally ranked being able to stay in their seat as the most important
way to improve the food and beverage experience at the stadium, closely followed by faster transaction times.
3. Shorter lines and wait times: Fans value their time at games, and are willing to pay a premium for it.
59% of fans would spend more on food and beverage if their wait time were to be cut in half.
4. Easier ordering options: Fans are willing to use new ordering options. 68% were very interested in using a
mobile application to order food and beverage, and 63% said they would use self-service kiosk ordering.
5. Futuristic technology that doesn’t disrupt the game: Fans are already using new technology, like
paperless tickets and contactless payment methods, but are less interested in technology that wouldn't enhance
their game day experience. For example, only 5% of fans globally were more interested in receiving an order
from a robot than a human.
6. Loyalty rewards: 63% of fans globally are interested in joining a loyalty rewards program, but less than
3% actually participate in one.
Stadium of the Future 3
What Do Fans Want?
Fans are extremely interested in making food and beverage
purchases while at a stadium. 94% of fans surveyed said they
had bought food or drink at a game at least occasionally, with
34% saying that they always bought a beverage and 27%
always purchasing food.
97% of US fans have purchased food at a game on at least one occasion.
Although the overwhelming majority of fans are making regular concession purchases,
72% of fans cited that they have had issues with their food and beverage experience
at games. Given how much fans are already willing to spend on concessions, despite
being deterred by multiple factors, there is an opportunity to increase lost stadium
revenue if concessions operations were more streamlined.
Average Spend on Food & Beverages when Attending Games
$
42 $
34 $
33 €
15 £
15
United States Australia Canada Germany United Kingdom
(USD) (AUD) (CAD) (Euros) (GBP)
USD Conversion: $24 $25 $17 $19
Food Purchase Frequency Beverage Purchase Frequency
Food
Food Purchase Purchase
Frequency Frequency
Food Purchase Frequency Beverage PurchaseBeverage Purchase
Frequency
Beverage Frequency
Purchase Frequency
Always Always NetMost
Most Games (top 2Games
box) MostNet
Always (top 2 box)
Games Net (top 2 box) Always Most Games Always
Net (top
AlwaysMost Most
2 box) GamesGames NetNet
(top(top
2 bo
2
United States United States
41% United States
41%31% 72%
41% 31% 31%
72%United States
72% 45% United
United States States 76%
31% 45% 45% 31%31%
International (Net) 23% International
29% (Net) 52% 23% 29% International
52% (Net) 31% International (Net)
31% 62%
31% 31% 62%
International (Net) 23% 29% 52% International (Net) 31% 31% 62%
Australia 25% Australia
30% 55% 25% 30% 55% Australia 26% Australia
32% 58%26% 32% 58%
Australia 25% 30% 55% Australia 26% 32% 58%
Canada 28% Canada
29% 57% 28% 29% 57% Canada 33% Canada
30% 63%
33% 30% 63
Canada 28% 29% 57% Canada 33% 30% 63%
Germany 20% Germany 50% 20%
30% 30% 50% Germany 41% Germany 30% 71%
41% 30%
Germany 20% 30% 50% Germany 41% 30% 7
United Kingdom 21% United Kingdom49%
28% 21% 28% United Kingdom
49% 25% United Kingdom
31% 56%25% 31% 56%
United Kingdom 21% 28% 49% United Kingdom 25% 31% 56%
4 Stadium of the Future
I. FANS WANT TO STAY IN THEIR SEATS
There are a number of ways to modernize the stadium food and beverage experience,
but one in particular stood out above the rest — fans want to stay in their seats. In every
country except Germany being able to order food and beverage without leaving your seat
was the most popular improvement in F&B that fans wanted to see.
Ways to Improve F&B Experience
% Ranked
The preference in Germany was for faster transaction times when 1buying
st
food and drink
at the stadium.
United States Australia Canada Germany United Kingdom
Ways to Improve F&B Experience
% Ranked
Ways to Improve F&B 1st % Ranked 1st
Experience:
United States Australia Canada Germany United Kingdom
48%
42%
38% 37% 36%
30% 29%
24% 23% 25% 24% 27%
19% 21%
14% 13% 13%
48%
12% 10% 13%
42%
38% 37% 36%
30% 29%
Being ableable
Being to stay in my
to stay in seat Having
24% 23% quicker
Having transaction
quicker
25% Ability
27% to
Ability
24% order from
to order from Having an easier
Having timetime
an easier placing
my seat times times
transaction anywhere
anywhere in19%
stadium
in stadiumin21%
one
in an order
placing an order
14% 13% 13%
onetransaction12%
transaction 10% 13%
Being able to stay in my seat Having quicker transaction Ability to order from Having an easier time placing
II. FANS WANT FAST ER SERVICE times anywhere in stadium in one an order
transaction
'Faster transaction times' was a close second when it came to improving the experience
of buying food and drink. For the average fan, 10 minutes is the average maximum
acceptable waiting time for standing in line to purchase refreshments.
Maximum Acceptable F&B Wait Time
Maximum Acceptable
Maximum Acceptable F&B
F&B Wait
Wait Time
Time
Median
1-41-4
minutes
minutes 5-9
5-9 minutes
minutes 10-14
10-14 minutes 15-19
minutes 15-19 minutes20-30 20-30
minutes minutesminutes 31+ minutes
31+ minutes (in minutes)
United States 7%7% 11.7
United States 33%
33% 29% 29% 18% 18% 9% 3% 9% 3%
Australia 15% 37%
9.7
30% 11% 3% 2%
Australia 15% 37% 30% 11% 3% 2%
Canada 9.2
10% 47% 29% 10%
Canada 10% 47% 29% 10%
8.8
Germany 14% 47% 29% 7% 2%
Germany 14% 47% 29% 7% 2%
9.9
United Kingdom 12% 39% 33% 10% 4% 2%
United Kingdom 12% 39% 33% 10% 4% 2%
Stadium of the Future 5
III. FANS WILL BUY MORE IF SERVICE IS FASTER
Slow service has a direct impact on revenues. When asked if they would spend more on food and beverage purchases if
their wait time was cut in half, fans resoundingly answered “yes”.
In Germany, 68% percent of fans were willing to spend more for faster service, with the US and the UK close behind.
Of these fans, the majority indicated that they would spend the equivalent of $10 US more per game — which translates
into significant revenues for stadiums that hold thousands of fans.
Projected F&B Spending with Reduced Wait Time*
Projected F&B Spending with Reduced Wait Time*
$1-$10 more $11-$20 more $21-$30 more $31-$40 more $41-$50 more $51 + more NET would spend more
United States 14% 17% 14% 8% 5% 7% 66%
Australia 10% 15% 9% 5% 2% 2% 44%
Canada 18% 15% 11% 3% 4% 2% 55%
£/€1-5 more £/€6-10 more £/€11-15 more £/€16-20 more £/€21-25 more £/€26+ more NET would spend more
Germany 20% 21% 11% 8% 3% 4% 68%
United Kingdom 17% 22% 9% 5% 3% 4% 61%
6 Stadium of the Future
Are fans willing to use new technologies
when buying food and drink?
I. FANS VERY LIK ELY TO USE NEW SERVICES
If one thing was abundantly clear from this research, it is that fans are willing to embrace
new technology if it will help them to access food and drink more quickly.
We asked the fans how likely they would be to use a variety of technology options for
ordering, collecting, and paying for their food and drink. Even the least popular of these
concepts — payment by facial recognition — was considered to be something that 41%
of US fans would definitely or probably use. There is clearly an appetite for more
technology in the food and beverage purchase process. US fans are more willing to
use new technologies than
fans in other countries.
US attendees expressed more willingness to use new ordering, payment or collection options
Likelihood to Use F&B Options
(% definitely or probably would use)
US International
85%
82%
74% 76% 74%
72% 71% 69% 69%
66%
60% 61% 63%
57% 58% 57%
51% 51%
45% 43% 41%
36% 34%
26%
Delivery to Express line Mobile app Tablet in- Self-service Tablet in-line Mobile app Loaded Contactless Fingerprint Locker pick- Facial
seat in seat seat kiosk elsewhere ticket payment up recognition
Ordering Options Payment Options Collection Options
Stadium of the Future 7
II. MOBILE, TABLET AND KIOSK ORDERING W ERE POPUL AR
In nearly every country, over 50% of the fans surveyed said that they would be likely to
use mobile apps, tablets, or kiosks to allow them to order food and drink.
Likelihood
Likelihood
Likelihood
to Utilize
to Utilize
to Utilize
F&BF&B
Ordering
F&B
Ordering
Ordering
Options
Options
Optio
Ways to Improve F&B(%
Experience
definitely
(% definitely
(% definitely
or probably
or probably
or probably
would
would
use)
would
use)use)
Likelihood to Utilize F&B Ordering%Options: % definitely or probably would use
Ranked 1st
United States United
AustraliaUnited
States
United
States
Canada States
Australia
Australia
Germany Australia
Canada
United Canada
Canada
Kingdom Germany
Germany
Germany
United
United
Kingdom
United
Kin
76% 76% 76% 74% 74% 74%
69% 66%
69% 69%
69% 69% 69% 71% 71% 71% 69% 69% 69%
66% 66% 65% 65% 65%
64% 64% 64% 63% 63%
62% 63%
62% 62%
62% 62% 62%
60% 60% 60% 57% 57% 57% 59% 596
59% 58%
58% 58%
56%48%56% 56% 56% 56% 56%
42% 50% 5
38% 37% 36%
30% 29%
24% 23% 25% 24% 27%
19% 21%
14% 13% 13%
12% 10% 13%
dood
to Utilize
to Utilize
F&BF&B
Ordering
Ordering
Options
Options
% definitely
(% definitely
or probably
orBeing
probably
ablewould would
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in my use)
seat
Having quicker transaction Ability to order from Having an easier time placing
times anywhere in stadium in one an order
transaction
Australia
Australia Canada
Canada
Using
Using
Usinga
aGermany
mobile
a mobile
Using Germany
app
mobile
aapp from
mobile
from United
app app
from
my United
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Using mya Kingdom
Using
Using a stadium-provided
stadium-provided
Using
a stadium-provided
a stadium-provided UsingUsing Using a
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Using self-service
a self-service
a self-service
kioskkioskkiosk
Using
kioskUsing
a mobile
Using
a mobile
aapp
mobfro
ap
my seat tablet while in my seat
seat seat seat tablettablet
while
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myinseat
my seat somewhere
somewhere
somewhere
else in
else
th
stadium
stadium
stad
71% 71% 69% 69% 69% 69%
% 64% 63% 63%
62% 62% 62% 62% 62% 62%
59% 59%
58% 58% 59% 59%
56% 56% 54% 54%
50% 50%
47% 47% 45% 45%
Using a mobile app from Using a stadium-provided
ovided
ed Using
Using
a self-service
a self-service
kioskkioskUsingUsing
a mobile
a mobile
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fromfromUsing Using
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8 Stadium of the Future
III. BIOMETRIC PAYMENT OP TIONS W ERE LESS APPEALING
Simple payment is a critical part of a speedy food and beverage purchase. But while half
of fans seemed keen on contactless, mobile, or loaded value ticket options, interest in
fingerprint or facial recognition was less pronounced.
Likelihood to Utilize F&B Payment Options
Ways to(%Improve F&B
definitely or probably Experience
would use)
Likelihood toUnited
Utilize
States Australia%Options:
F&B Payment Ranked 1stdefinitely
Canada % Germany orUnited
probably would use
Kingdom
United States Australia Canada Germany United Kingdom
70%
63%
58% 56%
54% 56%
49% 51% 50%
48% 47%
45%
41%
36%
33%
31% 31%
26%
24%
48% 19%
42%
38% 37% 36%
30% 29%
24% 23% 25% 24% 27%
Contactless
Contactlessor mobile payment
or mobile Loadedvalue
Loaded value on
onticket
ticket Usingmy
Using my fingerprint 21%
19%
fingerprint Using facial
Using recognition
facial software
recognition
14% 13% 13%
payment 12% software10% 13%
Being able to stay in my seat Having quicker transaction Ability to order from Having an easier time placing
times anywhere in stadium in one an order
IV. I N-SEAT DELIVERY AND EXPRESS LINES W ERE PREFERRED FOR
transaction
FOOD AND DRINK COLLECTION
In-seat delivery was not the only preference; 74% of fans said they would be likely to use
express pick-up lines at a concession stand if they were available.
Ways to Improve F&B Experience
% Options:
Likelihood to Utilize F&B Receiving Ranked 1%st definitely or probably would use
Likelihood to Utilize F&B Receiving Options (% definitely or probably would use)
United States Australia Canada Germany United Kingdom
United States Australia Canada Germany United Kingdom
85% 82%
79%
76% 76% 75% 74%
70% 71%
67%
48%
42% 43%
40%
38% 37% 36% 33% 32% 33%
30% 29%
24% 23% 25% 24% 27%
19% 21%
14% 13% 13%
12% 10% 13%
Delivery to my seat from an in-seat server Pick-up at an express line at a concession stand Pick-up from a locker
Delivery to my seat from an Pick-up at an express line at a Pick-up from a locker
Being able to stay in my seat Having quicker transaction Ability to order from Having an easier time placing
in-seat server concession stand
times anywhere in stadium in one an order
transaction
Stadium of the Future 9
Which Technologies Will Stadiums Use to Support Food
and Beverage Service In the Future?
From massive jumbotrons to interactive social media campaigns, stadiums are already
foraying into technology offerings to keep fans engaged. With so many technological
advances already having been made in recent years, stadiums are eager to push the
envelope to win the title of most advanced and innovative venue.
It’s critical that stadiums do not overlook concessions as an area of improvement to keep the fan of the future satisfied.
So, what exactly can we expect to see as we look ahead?
10 Stadium of the FutureI. NEW TECHNOLOGIES: WHICH ONES WOULD FANS USE?
We asked the fans to consider other technology options that could augment the food and beverage experience at a game.
Automated service and delivery was most popular — 57% of fans would welcome the ability to walk into a stadium and
have your favorite food and drink ready for you at the right time in the right place. 41% said that they would be likely to use
LikelihoodLikelihood
to Utilize F&B
drone delivery or voice activated virtual assistants, while 37% would use augmented reality to see food options. 31%
would pay more to have food delivered from outside the stadium. Having food suggested by analytics or social media to Ut
activity were the least popular, on 30% and 26% respectively. (% definitely or(% probably
definitely
would
or p
Ways to Improve F&B Experience United States United
Australia
States Canada
Australia Germ
Ca
Likelihood to Utilize F&B Options: % definitely or probably would use
% Ranked 1st
United States Australia Canada Germany United Kingdom
66% 66%
56% 57% 57%56%55%
57% 57% 55%
50% 50% 51% 51%
49% 49%
41%40% 39%38% 41%
41% 43% 43% 4
40% 39% 36% 38% 41% 36%36% 39%
38% 37%
42%Likelihood
Likelihood
to
Likelihood
Utilize
to Utilize
F&B
to Utilize
Options
F&B Options
48%
F&B Options32% 32% 33%
27%
33%
36%
30% (% definitely
(% definitely
or probably
(% definitely
or probably
29%
wouldoruse)
probably
would use)
would use)
24% 23% 25% 24% 27%
19% 21%
United States
United States
United
Australia
States
Australia
Canada
Australia
Canada
Germany
Canada
Germany
United
12% Germany
Kingdom
United
14% 13% Kingdom
United 13%
13% Kingdom
10%
Automated
Automated service
Automated
serviceand Ordering
servicevia
and a virtual
Ordering
Ordering via Drone
a via a delivery
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assistant my delivery
Augmented/virtual
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Being able to stay in my seatand
Having quicker
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times anywhere in stadium in one an order
or Alexa)transaction or Alexa) beverage optionsbeverat
6%57%
55%57% 55% 57% 55%
9% 49% 50% 50% 50% 51% 51% 51%
43% 43% 43% 44% 44% 44% 43% 43% 43%
40% 39% 40%41%39% 40%41%
38% 41%41%
39% 38% 41% 36%
38% 41% 36% 39% 39% 39%
ood
lize F&B
to Utilize
Options
32%F&B Options
32% 32%
36% 33% 36% 33%
27%
36% 33% 36%
27% 28%27% 28%
33%
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29%
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obably
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use) would use) 26% 24% 26% 24% 26%
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22% 2
ada
stralia Germany
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GermanyKingdomUnited Kingdom
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ated
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Ordering
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m
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51%
3% 44% 44% 43% 43%
% 39% 36% 39% 37% 37%
33% 33% 33%
27% 28%
27%26% 24% 28% 29% 29% 29% 29% 27% 27%
26%25%
24% 25%
22% 22%24% 20%
22% 22% 24% 20%
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Pay a premium toPayhave
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Stadium of the Future 11I I. F ANS W EREN’ T VERY INTERESTED IN RECEIVING THEIR
ORDERS FROM A ROBOT
Compared to other technologies, there was minimal interest in being served by a robot.
Fans are looking for faster service and perceive that robots will not speed up the process.
Interest in Receiving F&B from Humans or Robots
Interest in Receiving F&B from Humans or Robots
2% 1% 1% Primarilyfrom
Primarily froma arobot
robot
5% 4% 2% 3%
3% 4% 2% Somewhat
Somewhatmore morefromfroma arobot
robot
25% 31% 27% 38% 30% Equally from either
Equally from either
20% 17% Somewhatmore
Somewhat morefrom
from a staff member
21% 23%
a staff member
26%
48% 50% Primarilyfrom
Primarily froma a staff member
42% 42%
33% staff member
United
United States
States Australia
Australia Canada
Canada Germany
Germany United
UnitedKingdom
Kingdom
III. M
OST FANS THINK THAT STADIUMS WILL BECOME
TOTALLY CASHLESS
Some stadiums around the world are already making the move to become cashless,
where only credit or debit cards, mobile payment, or loaded value cards are accepted,
both to increase service speed and simplify operations. While there has certainly been
opposition to this in some areas, 66% of German fans expect stadiums to be cashless
within five years. Even in the US, where expectations of a cashless experience were
lowest, 44% of fans expect not to be using cash at sporting venues by 2024.
Expect Stadiums
Expect Stadiums To
ToStop
StopAccepting
AcceptingCash in the
Cash NearNear
in the Future
Future
UnitedStates
United States 44%
Australia
Australia 56%
Canada
Canada 45%
Germany
Germany 66%
UnitedKingdom
United Kingdom 53%
12 Stadium of the FutureIV. S
PORTS FANS ARE ALREADY USING NEW ER TECHNOLOGIES
WaysattoSporting
Behaviors Improve F&B
Events Experience
Over the Last 2 Years
Behaviors
United States at
Australia % Ranked
Sporting Canada 1
Events st
Over the Last 2 Years
Germany United Kingdom
United States Australia Canada Germany United Kingdom
48%
44% 45%
41%
36%
31%
26% 24% 25% 25% 23%
23%
48% 17%
13% 13% 14% 13% 15%
42% 12%
38% 37% 36% 8%
30% 29%
24% 23% 25% 24% 27%
Used a paperless ticket Downloaded a mobile Had a loaded
21%
19% value ticket Joined a loyalty
14% 13% 13%
to enter the venue app from a specific for use on food,12%
beverages 10% 13%
rewards program for
(e.g., membership card, team or venue or merchandise a specific team or venue
mobile phone)
Being able to stay in my seat Having quicker transaction Ability to order from Having an easier time placing
times anywhere in stadium in one an order
transaction
In most countries, almost half of fans said they had already used a paperless ticket to attend a game. Use of loaded
value tickets to buy food, drink or merchandise was lower but nearly a third had downloaded a mobile app from their team
or stadium.
Stadium of the Future 13What Do Fans Want from a Loyalty Program?
When it comes to loyalty, sports fans set the standard. The ability to show dedicated,
unwavering support through thick and thin is part and parcel of following a team. But how
do sports teams and venues monitor and reward fans for their loyalty and encourage
them to keep coming to games?
I. FANS WANT TO JOIN LOYALT Y PROGR AMS
There's a huge opportunity here; in every country we surveyed, over half of the fans
expressed an interest in joining a loyalty program, with Germany and the US leading the
way on 70% and 69% respectively.
Interest
Interest in Joining in Joining
Loyalty ProgramLoyalty Program%for
for F&B Purchases: F&B Purchases
somewhat or very interested
(% somewhat or very interested)
United
UnitedStates
States 69%
Australia
Australia 53%
Canada
Canada 64%
Germany
Germany 70%
United
UnitedKingdom
Kingdom 61%
14 Stadium of the FutureI I. …BUT PARTICIPATION IS LOW
InterestininJoining
Interest Joining F&B
F&B Loyalty
LoyaltyProgram
Program
Not at all interested
Interest in
A little bit interested
Joining F&B Loyalty
Somewhat interested
Program
Very interested I am already a member
Not at all interested A little bit interested Somewhat interested Very interested I am already a member
United States 9% 17% 25% 43% 4%
United States
United States 9% 17% 25% 43% 4%
Australia 19% 25% 30% 23% 3%
Australia
Australia 19% 25% 30% 23% 3%
Canada 13% 23% 27% 37% 1%
Canada
Canada 13% 23% 27% 37% 1%
Germany 9% 17% 35% 35% 3%
Germany
Germany 9% 17% 35% 35% 3%
United Kingdom 14% 22% 33% 28% 3%
UnitedKingdom
United Kingdom 14% 22% 33% 28% 3%
But what's interesting is that only a tiny proportion of fans has actually joined a loyalty program for their team — just 4%
in the US right down to 1% in Canada.
What can stadiums do to get more fans engaged in loyalty programs?
III. FANS WANT LOYALT Y APPS MANAGED BY THE TEAM OR STADIUM
Fans remain faithful to their team in all ways — the vast majority prefer a loyalty program managed by their home
team or stadium.
Ways to Improve F&B Experience
Preference for Management of Loyalty
% Ranked 1stProgram App: % Selected
Preference for Management of Loyalty Program App
% Selected
United States Australia Canada Germany United Kingdom
United States Australia Canada Germany United Kingdom
63%
59%
48%
40% 40% 48%
32% 33% 42%
29%
38% 37% 36% 23%
22%
30% 29% 15%
24% 27%
12% 13% 12%
24% 23% 25% 9%
11% 9% 9%
19% 21%8% 6%
14% 13% 13%
12% 10% 13%
The team
The team Thestadium
The stadium Theleague
The league AAthird
third party
party
Being able to stay in my seat Having quicker transaction Ability to order from Having an easier time placing
times anywhere in stadium in one an order
transaction
Stadium of the Future 15IV. C
USTOMERS ARE VERY INTERESTED IN A VARIET Y OF
LOYALT Y PROGR AM BENEFITS
Effect There
of Including Options
is a variety of exciting inavailable
options Loyalty Program
to keep fans engaged and feeling rewarded.
% makes me more interested in loyalty program
Ways to Improve F&B Experience
Effect ofUnited
Including Options inAustralia
States Loyalty Program: % makes
%Canada
Ranked 1st me more interested
Germany in loyalty
United program
Kingdom
United States Australia Canada Germany United Kingdom
67% 69% 69%
66% 64%
62% 62% 63% 62%
57% 59% 59%
55%
51% 52%
38%
32%
48% 28% 28%
42% 21%
38% 37% 36%
30% 29%
24% 23% 25% 24% 27%
19% 21%
Ability to accrue points to be Coupons/deals based on 12%
Privileges for members 14%Suggestions
13% 13% 10% 13%
on what
used towards merchandise or prior purchases I’ve made (e.g., express lines, to order based on prior orders
concessions locker access)
Being able to stay in my seat Having quicker transaction Ability to order from Having an easier time placing
times anywhere in stadium in one an order
transaction
V. L OADED TICK ETS ARE A POPUL AR FORM OF LOYALT Y, AND FANS
PREFER TO BE ABLE TO RELOAD TICK ET VALUES REMOTELY
Loaded tickets ranked as one of the preferred methods of loyalty, and it makes sense —
fans want efficiency and autonomy from a loyalty program. This option is less difficult
Loaded Ticket Preferences
for fans to use, and allows them to spend as much as they would like on concessions
without having to use any additional payment methods.
Reload it at a kiosk in the stadium Reload it remotely
Loaded Ticket Preferences
69% 70%
61% 63%
REMOTE REMOTE
57%
REMOTE
REMOTE
REMOTE
43%
39% 37%
KIOSK
KIOSK 31% 30%
KIOSK
KIOSK KIOSK
United States Australia Canada Germany United Kingdom
United States Australia Canada Germany United Kingdom
16 Stadium of the FutureConclusion
The sports industry is fast-paced and stadiums need to keep
up with the growing demands of their fan base. With new
technologies emerging to enhance the fan experience, here
are some key takeaways:
1 Fans want to stay in their seats
When it comes to game day experience, fans value the game and their loyalty
to their team above all else. They want to be able to enjoy food and beverages
at the stadium, but in the most convenient ways possible. Keeping up with the
fan of the future requires faster, more convenient service options, whether that
be self-ordering and express lines at concessions or in-seat delivery.
2 Sports fans are open to new technology
According to the data, the majority of stadium-going sports fans are technically
savvy and interested in using new technology. If an improved ordering or
receiving method will allow them to save time, they are definitely willing to
use it.
3 …They are already using it
Almost half of the fans we spoke to are already using paperless tickets to
access the venue. Half also expect stadiums to be cashless within the next
few years.
4 Loyalty programs are a huge opportunity for teams
and stadiums to connect with fans
Stadiums have a huge opportunity on their hands with loyalty programs. While
tiny numbers of fans are participating in a loyalty program, 63% are very
interested in doing so. Increasing this participation could be extremely valuable
for stadiums looking to stay engaged with their fan base and encourage further
concessions purchases.
Stadium of the Future 17OR ACLE FOOD AND BEVER AGE
Oracle Food and Beverage brings 35 years of experience providing industry-leading technology solutions to sports and
entertainment venues worldwide. The company’s point-of-sale platform is the premier food and beverage management
solution, enabling operators to deliver an efficient and innovative fan experience throughout their venue. Key features
include: point-of-sale, inventory management, loyalty rewards, third-party integrations for in-seat ordering, and more.
Additionally, robust Oracle MICROS hardware is specifically designed and built to withstand the rugged sports and
entertainment environment. Options include fixed point-of-sale devices, such as the Workstation 6 Series, the 310 Compact
Workstation, and the 700 Series tablets. Oracle Food and Beverage has the solutions to meet your venue’s needs.
TURNKEY INTELLIGENCE
Founded in 1996, Turnkey Intelligence is the foremost market research provider in the fields of sports, live entertainment,
and partnership marketing. Our clients include major professional sports leagues such as the NFL and NBA; 50+
professional sports teams across the five major U.S. leagues; professional sports venues; and sponsor/brand companies.
OR ACLE CORPOR ATION
Worldwide Headquarters
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