Leeds Rhinos have partnered with M-Tech UK and Purple to install a new guest WiFi network at their 22,000 seat stadium in Headingley, Leeds.
The new infrastructure, equipped with Purple’s WiFi analytics solution, is part of a large phase of digital transformation aimed at improving the in-house experience for fans.
There has been a significant amount of investment in the stadium in recent years, including a huge redevelopment of the main and south stand. The professional rugby league side are now implementing a number of new technologies to improve the stadium further.
Matt Adams, Leeds Rhinos Head of Marketing and Data, said: “With £45 million invested in the redevelopment of Emerald Headingley Stadium we wanted to ensure there was adequate infrastructure in place to future proof the stadium for years to come. Sports consumption is continually evolving with different generations of fans consuming sport and engaging with the club in different ways, we wanted to ensure everyone was catered for as part of the redevelopment. Leeds Rhinos continue to lead the way both on and off the pitch and our aim of providing a match day experience like no other for our fans is very much at the heart of our 2019 strategy. Significant investment has been made in a hi-speed free WiFi solution, new giant screens in the concourses showcasing fresh and exclusive content as well as the installation of a concert grade sound system and a state-of-art lighting system for the stadium bowl to create a unique build up to each match night.”
With the advanced WiFi network in place, fans now have access to a high-speed and secure connection when in the stadium, whilst also allowing the Rhinos to collect key demographic and behavioral data.
The data collected will allow Leeds Rhinos to build detailed customer profiles, which will in-turn support personalized marketing communications around upcoming games, tickets, merchandise and more.
Adams, added: “Purple have been a pleasure to work with since we began the initial tender process, showcasing at every stage why they’re the industry leaders in public WiFi solutions. The solution we’ve built with Purple will enable us to have much greater engagement with our fans on a match day making sure they’re receiving relevant news, stadium information and offers to make their game days easier and better. We’re expecting to see a greater depth of data about our fans which will be collected when they’re completing the quick sign in process which in turn will help us to continue to improve our service and enhance the match days.”