What’s Next with Noble – Sports, Stadiums & Fan Experience Edition

Here’s quick download on what we’re seeing lately in sports, stadiums, and fan spaces.  Expectations are up. Tech is moving fast. Most franchises aren't “lucky” enough to land Cooper Flagg as the NBA No 1 pick so the best venues are finding ways to make the rest of the experience better. 

Here’s a taste of what’s shaping the next wave of digital fan experience—from real-world tests to future-ready infrastructure.

The Lead: Why Stadiums Matter

Stadiums are turning into testbeds—not just for sports, but for digital innovation. Ticketing, wayfinding, concessions, content, security, connectivity… it’s all happening at once, with tens of thousands of users on-site. That makes them perfect for piloting the kind of digital ideas we’ll see across cities. 

The best part? You don’t need to build a billion-dollar venue to do it. A layer of digital upgrades—like better data architecture or intuitive screen design—can unlock value fast. From high end events like F1 to new complex multi game tournament formats such as the FIFA Club Cup, we’re seeing fan-facing wins (less friction, more fun) and back-of-house improvements (more visibility, better ops). 

Field Intel – A Framework for Digital Stadium Evolution

We were at SEAT 2025 in Nashville last week where we moderated a session on digital wayfinding, fan experience, and infrastructure strategy. Ahead of that, here’s a framework we’ve been using at Noble to think through how sports venues are evolving—from foundational tech to city-scale.

Level 1: Infrastructure Layer

Start with the basics. High-density crowds mean networks get stress-tested fast. Better  infrastructure is now table stakes.

Examples:

• Warriors report 50%+ of fans connect to Wi-Fi on game days—a signal of rising mobile demand.

• OpenRoaming and 5G slicing are becoming critical to ensure fans can stream, share, and transact at scale.

This layer enables everything else—from food orders to replays—by eliminating digital friction.

Level 2: Responsive Layer

With strong infrastructure, the venue itself can start to think. This is where sensors, AI, and real-time models drive smarter, faster decisions.

Examples:

• FSU’s Doak Campbell Stadium is rolling out upgraded systems including dynamic crowd management.

• Lord’s Cricket Ground – Accessibility Twin  Waymap created a digital twin to power an app that guides visually impaired fans step-by-step. This meter-accurate navigation tool is a prime example of digital twins enabling inclusive fan journeys 

• Rysun Xchange Crowd Monitoring using AI crowd-density systems analyze real-time video to monitor crowd build-up, enabling staff to manage flow and prevent congestion before it becomes unsafe

Level 3: Experience Layer

The shift from “one size fits all” to “just for me” is real. This level is all about delivering fan-specific value in the moment.

Examples:

• SportsBuddy uses AI to auto-generate personalized highlight reels with contextual overlays.

• Volley for Serve PAM worked with the Australian Tennis Open to look into how venues worldwide are adopting smart navigation—from AR wayfinding to personalized crowd flow tools

• Cosm’s Shared Reality domes bring 12K immersive sports to cities—no headset required.

Level 4: Extended Layer

Here, stadiums go beyond four walls. They’re becoming anchors—spaces for entertainment, work, and community. This layer is where venue design meets urban planning—and sports becomes an everyday ecosystem.

Examples:

• Spurs’ Project Marvel is a $1.5B district blending hospitality, live sports, and mixed use.

• Syracuse Levels Up Syracuse University’s new esports venue blends competition, content, and campus engagement—powered by immersive LED tech from Daktronics.

Why It Matters

When we talk about smart stadiums, the firms and teams above not chasing gimmicks. They’re designing intentional systems—starting with infrastructure and climbing to immersive, inclusive, and monetizable experiences

Deep Dive: Samsung x MLB

The Mets’ overhaul of Citi Field with Samsung was a milestone: over 1,300 new HD displays, the biggest scoreboard in pro baseball, and a central content system that makes every screen a storytelling tool. 

Our role: To shape a strategy for a new Fan Centered approaches and concept innovations to extend this  content architecture that’s flexible, intuitive, and real-time. From “Find My Seat” wayfinding tools to Diorama Boards that show live stadium maps and shortest lines, we focused on solving practical fan needs with smart, simple visuals.

The goal is to drive  higher fan satisfaction scores. And a big step toward the “venue as platform” future we keep talking about.

More here 

Coming Soon:

Next month, we’re switching gears to explore how mobility spaces—airports, stations, and transit hubs—are learning from sports venues when it comes to digital experience. Real-time info, better passenger flow, immersive signage.

– The Noble Team