Rugby club Saracens became the first in the UK to activate Wi-Fi for its fans at the weekend.
Real-time social user-generated content was shown on two dedicated big screens at the game, allowing fans to upload pictures, player tributes, messages of support and in-game insights.
Edward Griffiths, CEO, Saracens said: "When Allianz Park opened in February, we said we would take the match day experience to levels previously unknown in UK sport and, match by match, we are creating new experiences for our supporters. Working with 360i, and using the new stadium Wi-Fi network, we have introduced new initiatives to engage with our fans, such as inviting people to send their game face via Twitter and then displaying the messages on the giant screens."
Pete Wood, Social Director, 360i added: "Times are changing, sport is integrating more tightly with technology and it’s up to the agencies and clubs to find more innovative ways to enhance the live sporting experiences. This is the first stepping stone in helping to socialise a sporting match day experience."
Saracens' social agency 360i created and implemented the idea, the first trial of its kind in real time. The club reported match-day brand messages from fans increased by a quarter, while picture-based content went up by 67 per cent.