First Beacon Sport Tech Implemented in Latin American Soccer Stadiums

Sport tech comes to Latin America

First Beacon Sport Tech Implemented in Latin American Soccer Stadiums

Mexico is getting their very first large-scale beacon infrastructure. Is this the beginning of cutting-edge sport tech in Latin America?

Technology in sports is growing increasingly common. The latest Proxbook Report indicates that, of all verticals examined, sports and stadiums have seen the biggest percentage increase in proximity technology used in recent months. In fact, 93% of Major League Baseball stadiums in the U.S. now use beacon technology–and that’s just the beginning.

 Filip Karwala, Head of Sales and Marketing
“This is another big step for proximity technology in sports. Beacons are making stadiums around the world more interactive, more visitor-friendly, and this large deployment is definitely the first of many in Latin America. When Chivas fans find that beacons give them a more personalized and exciting experience, we will see even more sports teams turn to beacons.”

Modern sporting equipment has been outfitted with sensors, wearables and smart gear used to generate data for better analysis, and now one Latin American soccer team is bringing cutting edge technology to their stadium to benefit the people who matter most–fans. The Chivas de Guadalajara soccer team boasts more than 40 million fans. One of the most popular teams in Mexico, Chivas hopes to make their fans’ game day experiences even more memorable through beacon technology.


Beacon-Based Sport Tech Comes to Chivas Stadium in Latin America
Led by the CEO of Hoopa Miguel Alejandro Alvarado Ríos, the group deployed over 400 beacons at their new soccer stadium, utilizing the Tough Beacon in particular for easy deployment and durability.

This will be the first stadium infrastructure of its size and kind in the area, making its launch a hugely meaningful day for IoT in Mexico, the sporting industry, and sport tech.

What will the beacons do?
Beacon infrastructure serves two primary functions in stadium settings. By knowing where a fan is located and how they move through the space, an app can send relevant and instantly meaningful notifications to keep users excited and engaged. Instead of blasting every phone with the same message, users can be targeted based on their specific location and interests. That means less annoying or irrelevant notifications for fans.

The infrastructure will also enable managers to better understand the needs and wants of fans through data. Do fans spend too much time waiting in certain lines? Where is the most practical place to set up a new booth? What information do users interact with and want to see more of?

With the strong fan base and fans’ readiness to use technology, this infrastructure is set to be a success:

“We believe that beacon technology is set to let us better understand preferences of our football fans,” says Aldo Guerrero, Digital Marketing Officer at Chivas. “Having that, we will be able to offer them back content they love and create unforgettable sport experiences. On the business side, we are looking forward to see how we could translate it to generate more revenue and monetize our brand.”


What’s next?
The app has already been downloaded over 300,000 times, sent 50,000 notifications, and will enable Chivas to be the first team in Latin America to create a totally app-based ticketing system. These numbers make it clear that Chivas fans are willing to use technology to connect with their favorite sports team, and the strong existing ecosystem suggests that fans will be more than ready to adopt the new technology when the project goes live in 2017.

“This innovation is supported by Mexican startups who are committed to the project,” explains Guerrero. “We found Hoopa an ideal ally during the first 6 months of testing our hypothesis. After seeing the positive reaction from our fans and connecting with them, we decided to go big and roll out 400 beacons.

For Chivas, it is important to be an innovative team that supports Mexican talent not only on the field, but also outside of it.”