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A League Of Opportunities: Ericsson, Chelsea FC
And The Connected Venue
Figaro Digital takes a look at a partnership which is set to drastically change the experience of spectators at Stamford Bridge.
C
helsea Football Club’s new partnership with Ericsson has drawn widespread attention, as the
telecommunications giant unveils the latest in its growing portfolio of connected venues. With a host of new opportunities to improve the fan experience and generate new marketing prospects, the Connected Venue is the latest step in the path of sports venues worldwide to bring sport’s biggest fans closer to the action. Figaro Digital spoke to Patrik Jakobson, Head of Network- as-a-Service at Ericsson, to find out more about the potential presented by this new connectivity.
Network-As-A-Service
Network-as-a-Service is a combination of Ericsson’s products and services, sold as an all-encompassing service model that brings its portfolio of connected venues and networks sharply to the forefront of digital innovation. With large-scale venues like Legia Warszawa in Poland and the Wasps’ Ricoh Arena in Coventry already on board, it is clear that these high-traffic venues are moving towards a digitisation that will change the way spectators can engage with their respective teams. “We are seeing a rising interest, because obviously these are areas with a lot of people meeting. There’s a high need for digital services and connectivity, and we can see that there are currently a lot of unmet needs,” says Jakobson. Streamlining the connectivity of the crowds at these venues is a concept
which can be leveraged in a variety of ways, from both an operational perspective and a fan experience view.
Connecting The Crowds
Chelsea FC has already begun its own digital transformation journey, creating two apps designed to bring the fans closer to the game and the venue itself. With the CFC Express catering app and a hospitality app to distribute maps, venue information, and on-site amenities, Chelsea FC was already well on-board with the process of digital transformation to enhance the match day experience. But the consumer’s ability to use these apps on-site was limited, due to the lack of connectivity
available at the stadium. Ericsson’s Connected Venue provides the spectators with high-quality, carrier- grade Wi-Fi across the venue, which can be used to engage with the app, broadcast User-Generated Content (UGC), and get real-time information concerning the match, players or other important updates.
The Fan Experience Of The Future
But more than this, Chelsea FC’s partnership with Ericsson paves the way towards a future filled with new solutions for the needs of spectators today. “We’ve carried out research with Ericsson Consumer Lab and identified the areas within Connected Venues where there are a number of unmet needs,” explains Jakobson. “Those include areas like safety and security – for these huge capacity venues that is really high on the agenda – but also personalisation, and more real-life experiences. I think that’s where we’ll see a great deal more development going forward, where the connectivity forms the foundation for new areas like virtual and mixed reality.”
The Fun Never Ends
But what does the Connected Venue mean for the everyday fan when outside of the stadium itself? Jakobson explains that it’s all about extending the fan experience. “We’re working towards that full-day experience, before and during the game, but also after.” Rather than
32 issue 31 spring 2018
Words: Gill Ingram Photography: Darren Walsh/Chelsea FC via Getty Images
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