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CISCO FIELD

Sports Stadiums: The Next Generation

History is being made in sports arenas around the world — and it's not only on the athletic fields.

Cisco Connected Sports solutions are bringing teams and fans together in new ways at sporting venues both at home and abroad. Innovative products and services are reinventing the spectator experience and revolutionizing venue operations. Here are just some of the Star-Trek-like features, already in use.

At the Allianz Arena in Munich, Germany, one of the most innovative soccer stadiums in the world, internet technology powers all the services on one IT infrastructure. Cisco's wireless and cable installations lets fans buy items without cash at retail stores, provides access control at all entrances, and offers wireless networking for the press, VIP boxes and business areas. Centralized facility management regulates heating and lighting for optimal customer comfort, and networked security cameras speed the flow of crowd traffic.

With Cisco's Connected Real Estate solutions, England's recently rebuilt, world-famous Ascot Racecourse brings technological innovations to horse racing. Using network supported digital signage, Ascot can display customized content (betting information, promotional material, etc.) on each of their 1,000 HDTV screens located both indoors and outdoors. In the future, the IP network will support technology that can be used for betting, dining or retail purchases.

And consider the new Cardinal Stadium, in Glendale, Arizona, which, thanks to Cisco, boasts the most advanced communications system in the NFL. In addition to retractable roof panels and a motorized football field, this versatile arena hosts ubiquitous wireless systems so attendees in every seat can play fantasy football and surf the internet on their laptops or PDAs. Spectators in the luxury lofts can order snacks, buy tickets for future games, shop at the Cardinals' online store and access football statistics all from a Cisco Unified IP Phone. The technology also consolidates a variety of frequencies — police, first aid, cell phones, and the stadium's WiFi — onto one network so staff needs only one communication device. Executives and staff can videoconference while sending data, game film, and marketing materials between different facilities. With Cisco's digital video system, which supports the team's TV broadcast operations, coaches and players can review game footage and participate in real-time training sessions from both the stadium and training facility simultaneously.

And in the near future? After years of careful planning, Cisco Field, a new ballpark home for the Oakland Athletics in Fremont, California, is no longer a drawing board concept. Named for Cisco Systems, it's being billed as the most intimate ballpark in the Major Leagues with the ability to provide an experiential atmosphere that combines a classic stadium feel with state-of-the-art engineering and amenities. In addition to breath-taking views and comfortable seating, the cyber, plugged-in features will create the ultimate fan experience in entirely new ways.

Entering the park your ticket is scanned at an electronic kiosk and you're immediately offered available seat-upgrades, fastest ways to get to your section, and the option to buy merchandise or order food that will be delivered directly to your seat — no more missing that mammoth home run while waiting on long lines for beer or a hot dog. Smart Phones can be used to purchase the better seats and it will be billed directly to your credit card. New tickets will be printed or sent instantaneously in a barcode format to your Smart Phone for scanning by the usher.

Small, ultra-portable PCs will be available for season ticket holders (or bring your own) that will enable visitors to experience extra game features without leaving their seats. Cisco ingenuity will enable you to:

• Watch instant replays from several different angles
• Keep personal and detailed scorecards
• Access the Internet, league and fantasy sites while keeping track of games in other cities
• Instantly share memorable photos, video, and other files with friends
• Access social networking applications for real time interaction with other fans (world-wide) inside and outside the park via, IM, blogs and wikis
• Order food and beverages to be delivered
• Enjoy "face to face" meetings with players and coaches after the game
• Send personal messages (i.e. birthday greetings), advertisements and commercials directly to Cisco Field's oversized, electronic scoreboard and
• Receive up-to-the-minute data about the fastest exits and latest traffic conditions

Amazingly, this technology is current — Cisco has already established partnerships with stadiums in the NBA, NFL, MLB and NHL — and will continue to be enhanced as we move into the future.

Play ball!