Making Sense of Technology

Technology can often be a confusing landscape to navigate. Our guide aims to help you on that journey, written in plain language and helping you to learn from others’ experience.

Download your copy today

Glossary of Terms

Technology	Definition	Considerations
Access Control	Physical and digital systems which validate, govern, and authorise access into areas of a venue, based upon preset rules or role within the venue – ie press accreditation enabling photographers access pitchside or event ticket holders to access specific turnstiles / blocks of a stadium, controlling safety and security	Balance between frictionless access and security assurance Integration with ticketing, accreditation, and identity systems Ability to adapt rules dynamically by event, role, or risk level Opportunity to drive commercial returns through influencing customer behaviours (ie – studying ingress patterns, creating F&B offers to reduce bottlenecks pre-event) Stadium Safety and Security; Green Guide and Martin’s Law
Artificial Intelligence (AI)	Technology systems that incorporate a level of automated decision-making and intelligence so as to reduce or eliminate altogether human input	Quality, ownership, and governance of underlying data Transparency and trust in automated decision-making Alignment between AI outputs and commercial or operational strategy Operational efficiencies driver
Augmented & Virtual Reality (AR/VR)	VR: a digitally-created virtual world with which a user can interact, often by use of a VR headset. AR: the projection of digital content, information, or data overlaid upon live or recorded video feeds onto screens /phones /headsets etc to augment the experience. e.g. individual player performance stats or commercial sponsor messaging displayed on a live video feed of a match, following the player in real time	Clear use cases beyond novelty or one-off activations Hardware accessibility and audience adoption barriers Integration with broadcast, content, and commercial partners Required tech infrastructure (network / Wi-Fi Access Points etc)
Building Management System (BMS)	Sometimes referred to as a Building Automation System (BAS)is a centralised, computer‑based solution which is used to monitor, control, and optimise the performance of variety of building services to improve the efficiency and sustainability of each platform, reducing lifetime costs of maintenance and replacement of the building fucntions. It brings together multiple building functions into one platform so facility teams can operate the building more efficiently, safely, and sustainably	Age and interoperability of current systems and hardware Fire safety and detections systems Venue ingress/egress, Green Guide and Martin’s Law Energy Efficiency Regulations (Part L) and Energy Performance Certificates (EPC)
Business Intelligence Platforms	Over and above traditional reporting, Business Intelligence platforms assess, analyse and extract meaningful and actionable insights from the data, allowing rapid tactical and strategic responses which can be used to, for example, improve fan engagement, fan experience, commercial revenues and operational efficiencies etc.	Consistency and trust in data sources feeding insights Accessibility of insights for non-technical stakeholders Speed from data capture to decision-making Data quality and sources (is it / are there enough?)
Captive Portal (Wi-Fi)	Homepage that visitors are presented with on their smartphone / digital devices when connecting to venue Wi-Fi networks. Usually offered as a free incentive, a Captive Portal becomes a key source of data collection through user registration, as well as offering commercial sponsorship messaging opportunities	Trade-off between ease of access and data value capture Role within broader CRM and personalisation strategy Brand and sponsor visibility at peak engagement moments
Car Park Management Systems (ANPR – Automated Number Plate Recognition)	Systems that manage a car park’s security, efficiency, occupancy and commercial revenue potentials, which may be accessible via physical kiosk, web portal or App	Impact on overall event arrival sentiment and punctuality Integration with ticketing, access control, and traffic authorities Ability to respond to live congestion and incidents Improved On-Site Security and Data Capture
CCTV (Closed Circuit Television)	Video surveillance platform that provides fundamental recording services to venues, ensuring crowd safety, incident response clarity and post-incident audit	Coverage quality versus data storage and monitoring costs Alignment with privacy and regulatory obligations Operational integration with stewards and control rooms Biometric Data and Access Control
CDP (Customer Data Platform)	Creates a single view of all data held on a customer, even if the data sits in various other systems and platforms, and allows customised engagement and commercial opportunity tailored, and therefore more personal and relevant, to that user	Clear distinction between operational data and marketing data Consent, governance, and regulatory compliance Practical activation of profiles across channels
Cellar Management Systems	An outsourced or “fractional” senior technology leadership service which supports internal resource by providing strategic oversight, governance, and architectural direction	Revenue protection through waste and loss reduction Service speed under peak load conditions Integration with stock, POS, and reporting systems
Connectivity	Typically relates to the wireless network systems that allow venue visitors to connect to the internet. This can be Wi-Fi or DAS (see DAS, below), but the goal is to support a visitor’s enjoyment of their visit, support fan engagement opportunities, provide access to in-venue retail or F&B services, utilise digital ticketing etc.	Performance under peak simultaneous usage Dependency of critical systems on network uptime Future readiness for new digital services
Content Management Systems (CMS)	Platforms used to centralise, manage and distribute consistent messaging and content (words, pictures, videos, interesting and relevant data, menu boards, commercial sponsor messages etc.) to websites, apps, display screens etc.	Ease of use for non-technical teams Multi-channel publishing capability Governance of brand, tone, and approvals
Core Network	The integral connectivity layer that facilitates communication between all devices within a venue, including wired, wireless, public and corporate devices. The core network serves as the “brain” of a venue	Resilience and redundancy during live events Segmentation between public, operational, and critical systems Scalability to support future technology layers
CRM (Customer Relationship Management)	A platform that centralises all information about customers and prospects into one place. Note the differences in functionality with both CDP and Data Warehouse and Date Lake	Integration with ticketing, marketing, and service channels Data accuracy and single-customer view integrity Practical use by commercial and service teams
CTOaaS (Chief Technology Officer as a Service)	An outsourced or “fractional” senior technology leadership service which supports internal resource by providing strategic oversight, governance, and architectural direction	Independence from vendors and suppliers Direction to translate strategy into execution Continuity of knowledge across projects, partners, and systems
Customer Lifetime Value (CLTV) Analysis	Marketing models built in Business Intelligence Platforms from customer engagement, spending, and behavioural data. These model the lifetime spend value to the business of a single customer based on their behavioural profile. This insight helps to optimise marketing spend, identify high value customer profiles, and direct customer engagement strategy	Utilisation and consistency of fan data Practical application in decision making beyond reporting Alignment between marketing spend and long-term return
Customer Preference Management	A digital “control room” or a, “settings page” on a your website or app that puts your customers in charge of how they interact with you. E.g. they may wish to receive comms from you but not your sponsors. This ensures that e.g. someone that unsubscribes from sponsor comms doesn’t also opt-out from comms with you as a consequence	Regulatory compliance embedded into experience design Balance between personalisation and over-communication Consistency across channels and partners
Customer Service Tools & Chatbots	Digital service tools providing scalable, real-time support and guidance to customers throughout their journeys before, during, and after events. These tools should deliver efficiencies to you and a better experience for customers	Escalation paths from automation to human support Integration with CRM and operational systems Impact on resolution speed and fan satisfaction
DAS / 5G (Distributed Antenna Systems)	A network of antennas installed throughout a venue to boost cellular signal i.e. to improve mobile phone signal. DAS can be single provider e.g. just EE, or multiple providers. DAS can be used for public and internal operational requirements, and can support or, in some use-cases, replace public Wi-Fi installations. This may be preferable to costly wi-fi but be aware that you may not then control the customer data flowing through these networks	Coverage consistency across all venue areas Dependency of modern fan experience and journey on performance Commercial and carrier partnership models Anonymity of connected users, in the absence of other fan engagement tools
Data Analytics & Visualisation	Automated logic which ingests structured, unstructured and prepared data from a Data Warehouse, transforming them as graphical / visual representations which guide informed strategies through analytics and insights through historic performance data, performance monitoring, and the development of SMART KPIs	Generating metrics and KPI’s aligned with strategy Self-service access versus central control Trust in data accuracy and refresh rates
Data Lake	A flexible repository for large, raw, and unstructured data retained for future analysis, innovation, and modelling. Secure storage of data before processing for use in a Data Warehouse	Organised repository to prevent unusable data Storage and management cost versus long term analytical value Data security and compliance imperative
Data Warehouse	A structured environment where raw data, taken from a secure Data Lake; is cleaned, processed, and aggregated to support trusted reporting and trend analysis	Alignment between data structure and BI systems (see Business Intelligence Platforms) Balance between compliance, control, and flexibility Consistency in data ensures consistency in outputs
Digital Asset Management (DAM)	A centralised storage for images, videos, brand imagery, and other assets for use by all users at the club. Use of a DAM ensures consistency in branding and imagery across all media and documentation	Protection of brand and sponsor value through controlled asset usage Integration with CMS, signage, and partner delivery workflows Operational efficiency for content, broadcast, and commercial teams
eCommerce Solutions	Digital systems that enable venues and rights holders to sell products, services, and experiences online, managing the end-to-end journey from browsing and payment through to fulfilment and customer data capture	Commercialisation and sponsorship flexibility Real-time relevance of displayed content Integration with live data and event systems
Digital Signage	Digital displays such as TV screens, totems and projectors that provide helpful and commercialisable information to venue visitors	Real-time relevance of content Commercial and sponsorship flexibility Integration with live data and control systems
Enterprise Resource Planning Systems (ERP)	Integrated platforms that manage core business functions such as accounting, payroll, contracts, and compliance. Manages scale, governance, and financial control	Fit with organisational scale and operational complexity Data accuracy underpinning financial control Integration with operational and commercial systems
Fan Engagement Tools	Systems and tools used to increase interaction through polls, games, content, and live experiences; converting attendance into participation and loyalty. Generating commercial value through sponsor exposure and engagement, as well as extended engagement and connection with fans beyond the event	Alignment with fan demographics and brand tone Measurable impact on behaviour and loyalty Integration with mobile, CRM, and data platforms
Fantasy & Gaming	Gamification of the digital experience to provide fans a way of engaging more deeply and throughout the year. Participation provides an experience for fans to connect and engage with the club/venue outside of the event	Connection to live events and official data Creating long term recurring engagement
Intranet	An internal digital workspace for staff communication, documents, and operational resources. Improves coordination, consistency, and internal communication	Integration with workforce and operational tools Information for both day-to-day and event day staff Delivery of compliance and governance
Internet Protocol Television (IPTV)	The modern way to distribute live video across a venue, including free-to-air TV, premium satellite channels, in-venue broadcasts and private-event live streams. Enables central control but the flexibility to tailor content per screen	Reliability during live moments Zonal control of content for different uses Integration with broadcast
Information Technology Managed Service (ITMS)	Third-party IT specialist teams that maintain, secure and operate your IT estate	Event-day responsiveness and accountability Clarity of service levels and escalation paths Consistent maintenance of organisational tech
LED Displays	Large format screens that are made up of physically visible LEDs. Allows for content to be visible at various distances, usually being used as a statement piece	Visual impact versus operational cost Content flexibility for commercial use Integration with live production and broadcast
Loyalty & Membership Management	Systems that manage rewards, points, memberships, and fan benefits to encourage repeat engagement and gain data backed relationships	Clear value exchange for fans Integration with ticketing and CRM Behaviours measured and represented in CLTV modelling
Mobile App	Mobile application providing the central point to access and engage with fan experience systems, communications, and venue information, commercial sponsor branding and engagement, and transactional opportunities e.g. purchasing goods and services – key to data capture	Clear value proposition driving adoption Relevance beyond matchday Relevance and application beyond matchday
Over The Top Media (OTT)	A digital service that enables a club/venue to share video and audio content directly to fans over the internet. Most sports organisations will usually only require a Streaming (qv) platform: OTT platforms require considerable investment (think Netflix)	Control of audience data versus reliance on third-party platforms Media capability as a core function versus a managed service Speed to market versus long-term ownership of the fan relationship
Public Address & Voice Alarm (PAVA)	In-house venue audio speakers that relay messages to spectators, visitors and staff. This can range from safety announcements to matchday entertainment	Regulatory and safety compliance Integration with control room operations Effective planning and deployment across venue zones
Queue Management Software	Tools that monitor, predict, and optimise queues to improve customer flow, reduce wait times, increase customer satisfaction, and increase sales revenues. May apply to bars, toilets etc.	Visibility for staff and fans Demand prediction and deployment of information Integration with communication systems ie. App, AV, Digital Signage
Room / Suite Management	Systems that oversee bookings, access, services, and billing for hospitality suites and rooms. Enables high end delivery of high margin hospitality revenue	Consistency of high-value guest experience Integration with access, catering, and finance Further data collection and insight
Single Sign-On (SSO)	Authentication systems that allow users to access multiple applications with one set of credentials e.g. website, bookings platform, customer services tools etc. Improves user experience while strengthening digital security and data capture	Balance between user convenience and security Integration across legacy and modern platforms Dependency on identity governance and compliance
Social Media Monitoring & Listening	Software that tracks mentions, sentiment, and trends across social platforms; providing insight into reputation and any experience issues	Speed of insight during live events Ability to convert insight into action Separation of noise from meaningful signals
Stadium Tour & Museum Bookings	Systems that manage ticketing, scheduling, and capacity for tours, exhibitions, and experiences. Enabling time-allotted or general admission visits – enhancing venue monetisation and value beyond the matchday	Monetisation beyond matchday Capacity optimisation and visitor flow Integration with ticketing and access control
Steward Management Systems	Platforms used to schedule, deploy, and communicate with stewards and event staff. Securing safety, compliance, and fan experience	Real-time visibility of staff deployment Compliance with safety requirements Communication reliability during incidents
Streaming Platforms	Platforms delivering live and on-demand content across consumer devices, extending audience reach and engagement online	Rights management and distribution control Quality of service at scale Relationships with OTT and broadcast strategies
Systems Monitoring Software	Tools that track the real time health, performance, and availability of operational hardware and software systems. Preventing systems issues becoming event day failures	Proactive detection of issues Coverage of event critical systems Integration with incident response processes
Telephony Systems	Voice communication platforms enabling internal and external calls across venue operations. A development of traditional telephony systems, organisations are migrating towards contact centre technologies which enable deeper engagement through additional functionality such as live chat, email, or IVR (Interactive Voice Response) or other automated customer experience tools	Shift from legacy voice to omni channel engagement Reliability under peak demand Integration with service workflows
Ticketing & Premium Experience Systems	Platforms that manage ticket sales, seat allocation, hospitality packages, and access rights – central to monetisation and experience	Flexibility across pricing and events Integration with access control and CRM Dependence on vendor roadmaps and commercial flexibility over time
Website	The primary digital presence and access point for information, ticketing, content, and fan engagement. The first and last touchpoint shaping perception, revenue, and customer journeys	Conversion performance across devices Role as destination versus gateway Alignment with live events and campaigns

Making Sense of Technology

Download your copy today

Glossary of Terms

Fancy working with us?

Check our open roles