According to John Brams, SVP for the Americas at Extreme Networks, the modern stadium is increasingly built around digital infrastructure. What was once a largely offline environment, where fans only used their phones for photos, has evolved into a fully connected venue where mobile devices are central to the matchday journey.

“The modern matchday experience in a US stadium is defined by technology,” Brams says. “Fans who may be used to limited connectivity in stadiums will have a very different experience.”

In many US venues, digital systems now underpin almost every fan interaction. Ticketing is typically mobile, transactions are cashless, and food or merchandise can be ordered through in-stadium apps. Reliable WiFi allows tens of thousands of spectators to stay connected simultaneously, enabling everything from social media sharing to ride-hailing after the final whistle.

“For fans heading to these stadiums, it means WiFi that actually works,” Brams explains. “They can easily share videos and pictures, use stadium apps to find the nearest concession stand, pay with their phones, and book rides back to their hotels, even in a sold-out stadium.”

Behind that convenience lies an increasingly sophisticated network infrastructure. Stadium-wide WiFi has become a foundational component of venue operations, supporting not only fan connectivity but also ticket scanning, point-of-sale systems, security tools and operational analytics.

“Stadium-wide WiFi has become one of the most important elements shaping the modern fan experience,” says Brams. “From faster entry at the gates to concessions, security and crowd management, networking solutions now underpin almost every step of the matchday journey.”

Real-time data analytics are also changing how stadiums operate. By analysing how fans move throughout the venue, operators can optimise staffing levels and reduce congestion. Some stadium apps now display estimated wait times for bathrooms or concession stands, giving fans the ability to make smarter decisions during the match.

“Analysing foot traffic patterns helps staff spot where lines are forming and respond before they become a problem,” Brams notes. “Teams can open additional concessions, move staff to busier areas, or even address potential safety concerns.”

However, delivering seamless connectivity to tens of thousands of fans in a confined space remains a complex engineering challenge. Dense environments like stadiums require carefully designed networks capable of handling huge bursts of simultaneous activity.

“Designing a stadium network can be complicated,” Brams says. “High-performance connectivity in dense venue environments requires expertise and careful planning.”

One key factor is the collaboration between WiFi networks and mobile carriers. While debates often focus on whether 5G or WiFi is superior, Brams argues that the best stadium experiences rely on both technologies working together.

“At major events there’s sometimes a debate about whether 5G or WiFi is better,” he says. “But the reality is the best fan experiences come from using both.”

WiFi networks typically handle large volumes of in-stadium traffic, including venue-operated systems such as ticket scanners, thermostats and point-of-sale terminals. At the same time, WiFi can offload traffic from mobile networks, easing congestion for cellular users.

“Carrier offload plays a pivotal role,” Brams explains. “WiFi takes pressure off mobile networks, improving performance for everyone. Fans don’t need to think about it—their devices automatically connect to the best available network.”

This is particularly valuable during international tournaments, where many fans rely on roaming data services.

Looking ahead, connectivity will play an even bigger role in shaping the future of live sports. Brams expects stadium experiences to become more personalised, immersive and accessible as digital infrastructure continues to evolve.

“In-stadium experiences will continue to be transformed by the technology and connectivity underpinning them,” he says.

Emerging innovations could include self-service concessions, “just walk out” retail experiences and AI-powered personalisation within stadium apps. Accessibility technologies are also advancing, with tools such as audio systems designed to help visually impaired fans follow every moment of play.

Further down the line, technologies such as augmented and virtual reality may become more common inside venues.

For now, Brams says the priority for stadium operators is ensuring the network foundation is in place to support these innovations.

“Fans’ expectations are rising,” he adds. “It’s up to sports organisations to build the network infrastructure that allows stadium experiences to keep evolving.

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