Smarter Stadiums: What’s Next for Your Venue

By Georgie Holgate-Stuckey

The future of live experiences starts here.

Stadiums today are rapidly evolving from simple sports arenas into multi-functional entertainment hubs. They’re becoming digital-first environments powered by complex, integrated infrastructures, designed not only to host events but to create immersive, engaging fan experiences, streamline operations, and unlock new revenue streams.

Audiences now expect real-time interaction and seamless connectivity. Brands want measurable returns on sponsorships and advertising. Meanwhile, stadium operators need technology that’s reliable, scalable, and easy to manage, from matchday through every event and beyond.

Across the industry, venues are investing heavily in connected AV ecosystems that go beyond static screens. These smart systems react dynamically to live events, guide crowds intuitively, and deliver targeted content precisely when and where it matters most.

What Makes a Stadium Truly Smart?

It’s about more than just digital displays. The smartest venues build connected environments where every technology touchpoint works together to:

Create Bold Visual Impact:

High-brightness LED displays in entrances, concourses, and hospitality zones deliver eye-catching brand activations and live updates that keep fans engaged.

Deliver Everyday Interactivity:

LCD screens in hospitality and retail areas provide real-time menus, wayfinding, and information, all managed centrally for consistency and agility.

Build Fan-First Experiences:

Interactive zones, augmented reality features, and social media integrations make the stadium experience memorable from the moment fans arrive to after the final whistle.

Provide Purposeful Wayfinding:

Smart digital signage guides fans smoothly through the venue, reduces congestion, and promotes food, drink, and merchandise offers strategically.

Enable Real-Time Responsiveness:

AI-driven triggers dynamically adjust messaging based on goals, weather, or crowd movement, creating timely, relevant communication.

Ensure Total Content Sync:

IPTV systems keep content uniform across VIP lounges, back-of-house areas, and public spaces, enhancing brand messaging and operational clarity.

Support Behind-the-Scenes Operations:

Advanced tech empowers staff with improved control, security, and streamlined workflows, essential for flawless event execution.

Delivering on This Vision

Bringing these elements together requires deep expertise and proven technology partners who understand stadiums inside out. That’s where Merson Digital, a collaboration between IUF Group and Merson Group, comes in.

With over 1,700 LCDs, 66 large-format LEDs, and nearly 1,800 media players deployed across 13 stadiums worldwide, all powered by the market-leading Navori CMS, we build fully integrated, future-proofed AV ecosystems tailored to elevate fan engagement, maximize commercial return, and simplify operations.

Who’s Getting It Right? Smart Stadiums in Action

The leading venues are those combining technology and strategy to transform fan experiences.

Here’s some we have worked with so far:

Manchester City FC – Fan Experience that Travels

At Etihad Stadium, fans create shareable content with digital avatars of their favourite players, a highlight of matchdays and the global Trophy Tour. Built using Navori CMS and delivered through Xi, this activation strengthens brand loyalty and expands global reach.

Desert Diamond Arena, Arizona – Seamless Control

With 150+ LCD screens and 8 large LEDs, this fully integrated system managed centrally delivers real-time sync and rapid support, engineered for performance and reliability at scale.

AO Arena, Manchester – Full Digital Overhaul

From concourses to back-of-house, every screen is now connected and centrally managed, enhancing operational agility. Navori CMS turned a fragmented setup into a future-ready digital ecosystem.