Operators Target Fan Experiences in Push for New Growth

Fan experiences at major sporting and music events have long been touted as a use for 5G that can help operators achieve a return on their heavy network investment.

It’s a topic CCS Insight reviewed extensively in a recent Insight Series report; clients can access it here. We conclude that although the opportunity has so far mostly failed to live up to early hype, new business models supported by technology advances in areas such as network slicing are offering it a new lease of life.

The report explores three categories of opportunity: generating revenue from enhanced connectivity to support growing use of mobile data in places where large numbers of people congregate; partnering with venues to improve the experience for fans in areas such as retail and ticketing; and event-based experiences that can increase engagement, such as video replays, match information and gaming.

Amid rising demand for mobile data at venues, a few operators are offering priority access to their network. AT&T Turbo, which the US carrier launched in 2024, promises an enhanced mobile performance for an extra $7 per month, and Singtel’s Event 5G Express Pass costs S$5 (£3) and promises uninterrupted connectivity in certain locations on specific dates for some low-bandwidth applications.

CCS Insight’s recent consumer research suggests that European operators could follow suit. More than a third of Britons (35%) told us they would be prepared to pay £5 per month on top of their existing phone bill for a priority service offering a more reliable connection in busy places (see Survey: Mobile Buying, UK, 2024).

I was interested to hear that a study from Verizon found that at live music events in the US, uplink traffic surpassed the traditionally dominant downlink. This reflects the large number of photos and videos being shared with friends or on social media, and it is likely to have major implications for future network design.

In the UK, connectivity at temporary events is seeing fierce competition between operators. For example, Glastonbury Festival — which attracted over 200,000 people in 2024 — sees all four networks make major investments to keep fans connected.

I’ve also observed a growing focus on permanent installations at major venues, such as by EE at Wembley, Virgin Media O2 at Twickenham and Vodafone at Principality Stadium. This can help operators win new business by partnering with venues to offer services in areas such as ticketing, security, broadcasting, hospitality and retail.

I’ve followed several examples of this: T-Mobile US deployed a slice of its 5G standalone network to enhance retail and ticketing operations at the Las Vegas Grand Prix in 2024; Deutsche Telekom and Ericsson offered a private mobile network to broadcaster RTL Deutschland during the UEFA Euro 2024 football tournament; and Orange deployed a push-to-talk solution for prioritized communications between security teams, volunteers and medical staff at the Paris 2024 Olympics (see Orange Steps Up to Deliver “Most Connected” Olympic Games).

Immersive fan experiences in areas such as action replays, virtual and augmented reality and gamification have struggled to make progress. This is largely because of the very demanding throughput and latency requirements to make such a concept viable in a stadium packed with thousands of people.

However, it’s important to be aware of the different circumstances for US sports events compared with those in Europe. The more periodic format of sports like American football, in which the action repeatedly stops and starts, better lends itself to fan interactions. These already include competitions, animations, live music and games, albeit not all necessarily involving a cellular device.

The approach is harder to replicate in Europe. Here, the quicker format of sports like football and rugby offers fewer opportunities. There’s a cultural difference too: European fans typically go to a stadium mainly to watch the game, whereas in the US there’s a greater focus on the overall experience, including socializing with friends and family and enjoying other entertainment such as live music.

Verizon took advantage of these differences at the recent Super Bowl, running FanFest activities for customers and their guests at NFL stadiums. They included food and drink, live music, interactive games, on-field activities and stadium tours at some venues.

I’ve come across a few elementary examples of interactive fan experiences in the UK over 5G networks that hint at things to come. For example, Vodafone UK trialled an augmented reality fan app during a Women’s Six Nations rugby match; holding a smartphone up to the pitch, fans could view live player statistics. Important moments were also marked by projecting animations onto a fan’s view of the pitch through their phone.

Technology can also make match-day experiences more accessible. Among several examples, GiveVision offers headsets tailored to the sight profile of visually impaired people, helping them better view sports action at stadiums. In 2024, it launched a service at Crystal Palace Football Club, using a private 5G network installed at the club ground by Shared Access, based on 100 MHz of dedicated spectrum.

As the telecom sector tenaciously continues its seemingly elusive search for engaging new 5G services, enhanced fan experiences could offer a welcome path to new revenue.