It’s a crisp fall Sunday afternoon in Denver, Colorado. 4,000 staff members get ready for 76,000 fans to fill their stadium to watch the Broncos while millions more tune in to the broadcast of the game. Powering this massive event and creating an incredible experience for fans in the stadium and at home is a complex network of technology and connectivity.

During a panel discussion presented by Comcast Business and Fortinet at the 2024 BMW Championship at Castle Pines Golf Club, leaders from the Denver Broncos and Comcast NBCU SportsTech shared their insights on how technology is reshaping the fan experience. 

Connecting People with Moments that Matter

The draw of live sports has always been one of connection. Connection with the game and the players. Connection with the sights, sounds, and smells. Connection with the other fans, especially as the next round of the wave pulses through the crowd.

Today, that sense of connection is being enhanced by the technology we all have in our pockets: our phones. Through these devices, the connection between fans and the game is shifting from what has traditionally been a largely passive experience to hyper-connected, actively engaged moments in time. Fans are eager to share these moments with other fans as well as friends and followers who aren’t in the stadium, and forward-thinking sports franchises are embracing this.

“Fans are able to interact directly with the scoreboard using their mobile phones,” said Chris Newman, Senior IT Director, Denver Broncos Football Club. “As they share their experience on social media, they can also share it with the other fans in attendance by sending their photos to the scoreboard. To support this kind of connected experience, we are expanding our network to 2,400 WiFi access points throughout the stadium.”

Making the Experience More Convenient and More Fun

Just getting to the game can be a challenge for fans, but digital parking passes and gate technology are making things easier. Live camera data analytics inform staff about wait times so guest relations can work with fans on which gate will get them into the stadium fastest. Fans in club seats can order food and drinks without getting up and risking missing a second of the action thanks to technology like Rivalry Tech, a former Comcast SportsTech partner.

“Each year we invest in ten emerging companies at the intersection of sports and technology, and we test and pilot their technology,” said Jenna Kurath, Head of Comcast NBCU SportsTech and VP of Startup Partnerships. “It keeps us at the forefront of understanding what are the trends, what's happening, what fans are expecting of us,” said Jenna Kurath. “It makes our sports products better, pushes us to make the fan experience far more immersive, whether they're in the stadium or in the living room." 

Kurath also highlighted another Comcast SportTech partner that is combining in- and out-of-stadium fan experiences by providing multiplayer mobile games during live events. Realtime leaderboards and challenges can be shown simultaneously on stadium scoreboards and TVs where fans are watching, creating fun, immersive competition that complements the on-field action.

Bringing Personalization and Exclusivity into the Game

Traditional fan experiences have followed a one-size-fits-all approach. Modern fans are looking for something more personalized. Phones provide the perfect delivery channel for this kind of one-to-one experience. Using AI and personalization, mobile apps can learn a fan’s gameday preferences and provide concession recommendations or notifications about a favorite player. 

Added Kurath: “Increasingly, sports venues are competing directly with the other places fans experience games — bars, restaurants, or that 85” 4K TV in the living room — and fans in attendance expect an experience that can’t be found elsewhere.” 

One example of a company delivering this exclusivity is Mobii. This current Comcast SportsTech partner provides low-latency video that allows on-site fans to be in two places at once. Mobii worked with the PGA TOUR to create an internal pilot of their technology at the season-ending TOUR Championship, to test the live data and video feed from anywhere on the grounds at East Lake Golf Club, site of the FedExCup Playoffs finale.

“When you're there as a fan viewing it, you want to experience it all. Everything was geofenced to create this great experience for the fans at the tournament,” explained Kurath. “Maybe they want to be in the pavilion, hanging out, talking to people, but they want to be able to look down at their phone and say, oh, my favorite player just hit off on the 18th hole.”

Powering it All with a Foundation of Connectivity

Keeping fans connected at a live event requires a network capable of handling massive peak loads. Newman pointed out that a capacity crowd makes the Broncos’ stadium more populous than the entire city of Loveland, Colorado. To deliver that kind of connectivity, Newman and his team are upgrading to a network consisting of 2,400 WiFi 6e access points connected through 200 switches across the stadium.

“Comcast Business has been a huge partner of ours. They help make a lot of our fan experience happen. They’re involved in our network, our data, our video and voice,” Newman said.

Having enough bandwidth to deliver low-latency connectivity is critical for live events that are happening in real time. Kurath summed it up, “You can’t be right there and see a play then look down at your phone and see that same play 5 seconds later. It creates a disorienting experience.”

Ultimately, today’s fans are hungry for elevated live sports experiences. Building on a foundation of scalable, reliable networks, venues and broadcasters are leveraging technology in new and innovative ways to push what’s possible — all while keeping that fundamental sense of connection that makes being a fan so thrilling.

Learn more about the ways Comcast Business is powering the modern fan experience.