IBM > Case Studies > AMB Sports and Entertainment Group: Enhancing Fan Experience with IoT

AMB Sports and Entertainment Group: Enhancing Fan Experience with IoT

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Technology Category
  • Networks & Connectivity - Wireless Local Area Network
  • Robots - Wheeled Robots
Applicable Industries
  • Telecommunications
Use Cases
  • Traffic Monitoring
  • Transportation Simulation
The Challenge
AMB Sports and Entertainment Group (AMBSE), a subsidiary of AMB Group LLC, is responsible for managing the Atlanta Falcons Football Club, the New Atlanta Stadium project, and a future Atlanta Major League Soccer team. The group faced a significant challenge in attracting fans to the stadium, as they had to compete with high-tech, at-home, and other viewing experiences. The group needed to deploy technology that could enhance the traffic and parking experience, provide faster food and beverage service, and offer equal or better Wi-Fi connectivity than at home. The ultimate goal was to create an immersive, one-of-a-kind stadium experience that would draw fans away from their screens at home and into the stadium seats.
About The Customer
AMB Sports and Entertainment Group (AMBSE) is a subsidiary of AMB Group LLC, based in Atlanta, Georgia. The group comprises the National Football League (NFL) Atlanta Falcons Football Club LLC, the New Atlanta Stadium project, and a future Atlanta Major League Soccer (MLS) team. AMBSE is responsible for managing these sports franchises and is committed to providing the ultimate fan experience. The group aims to leverage technology to enhance the stadium experience and compete with the increasingly high-tech, at-home, and other viewing experiences that fans have access to.
The Solution
To address this challenge, AMBSE decided to incorporate technology into the design of the new Mercedes-Benz Stadium in Atlanta. The stadium was designed to include a 360-degree wraparound video screen, the largest in the NFL, and more than 2,000 displays throughout the building to ensure that spectators never miss a minute of the action. A high-density (HD) Wi-Fi network was also installed to allow fans to text, post to social media, and watch replays on their mobile devices. Additionally, AMBSE implemented interconnected, centrally managed traffic, gate, security, and concession management systems to increase operational efficiency. A Passive Optical Network (PON) replaced copper wiring with fiber optics, providing nearly unlimited bandwidth and reducing the number of intermediate distribution frame (IDF) cable rooms by 33 percent.
Operational Impact
  • The implementation of the technology solutions resulted in a significant increase in operational efficiency for AMBSE. The interconnected, centrally managed traffic, gate, security, and concession management systems streamlined operations and improved the overall fan experience. The PON system not only provided nearly unlimited bandwidth but also reduced the stadium's environmental footprint by providing power and cooling savings. The HD Wi-Fi network enhanced the in-game experience for fans and provided AMBSE with additional media capabilities to boost stadium revenue. The analytics-driven traffic, gate, and concessions management also helped reduce the hassles that could potentially ruin a fan's experience.
Quantitative Benefit
  • The PON system reduced the number of IDF cable rooms by 33 percent, freeing roughly 4,000 square feet of space.
  • The PON system also provided power and cooling savings, reducing the stadium’s environmental footprint.
  • The HD Wi-Fi network provided an always-on, always-connected experience for fans.

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