Earlier this week, I took a tour of the Staples Center to check out a substantial technology upgrade throughout the facility (it's called StadiumVision). AEG joined with Cisco and Verizon to improve the way that programming and information can be displayed on HD video screens around the stadium. This ranged from theming and special offers on menu displays at concessions to e-commerce possibilities in the luxury suites.
It was all very interesting and a pretty fair example of high-level business collaboration. AEG, Cisco, and Verizon are hardly small players.
But it was also a glimpse of things to come. I can certainly remember the good old days of sports venues, when advertising, branding, and marketing was far more limited. Now, LA and AEG could very well be on the verge of building a state of the art football stadium Downtown, called Farmers Field. Ambitions for technology to "enhance the fan experience" are running high. The screens could be more numerous and much larger. And there could be a lot more mobile interaction, right down to the level of watching the game via a dynamic live feed to an iPhone app. From what I heard, that's the Holy Grail — you're at the game, but you can hold the game in your hands.
What's going on here is a merger of the at-home viewing experience with the live experience — and increasingly, the mobile experience. And it's no small business. New sports stadium projects worldwide are going to feature these technologies.