Month: September 2020

Google, SoFi Stadium and Hollywood Park Sign Multi-Year Partnership

Posted on by Chris.Pereira

Google Cloud is named exclusive cloud partner, providing core technologies for Los Angeles Rams, Los Angeles Chargers, and new SoFi Stadium

YouTube named official video streaming sponsor of the Rams, Chargers, SoFi Stadium, and Hollywood Park

As fans eagerly await the return of NFL football, Google and Hollywood Park today announced a multi-year partnership for Google Cloud to power SoFi Stadium and Hollywood Park’s digital innovation experiences—and YouTube to become the official video streaming sponsor of the Rams, Chargers, SoFi Stadium, and Hollywood Park, with more details to be announced later this year.

“Google is a world-class company, leading the way in technology,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “Their innovation and services are a critical component to deliver Stan Kroenke’s vision to create the ultimate sports and entertainment destination, SoFi Stadium and Hollywood Park.”

Google will drive both business operations and consumer experiences at the 298-acre sports and entertainment destination, which is being developed by Rams Owner/Chairman E. Stanley Kroenke. SoFi Stadium will host the Super Bowl in 2022, the Opening and Closing Ceremonies of the Olympics in 2028, and many other marquee events. Google Cloud technology will help transform the site into a premier entertainment destination in several key ways:

  • A “personal concierge” app, powered by Google Cloud and built by Deloitte, will help fans discover SoFi Stadium events; wayfind within the stadium; locate parking; optimize transportation for game day (including up-to-the-minute Google Maps routing); provide digital credentials for building, club, and suite entry; and present personalized offers for tickets, food, shopping, and more.
  • Cloud-based media workflow and optimization will power the largest video board in sports. Working with Google Cloud engineers and using the latest in cloud technologies, Hollywood Park will be able to efficiently store digital content, as well as prep, transfer, and present groundbreaking video on game day.
  • Advanced data analytics will track business performance and enable Hollywood Park to offer unique and personal recommendations to fans and guests. Using Google Cloud products such as Cloud Scheduler, App Engine, Dataflow, BigQuery, and more, Hollywood Park will be able to store and analyze data from multiple sources; create operational dashboards with real-time data; track key performance indicators after events; and better forecast attendance, revenue by product, and other important business metrics.
  • Modern collaboration tools from Google Cloud’s G Suite software—including Gmail for business, Docs, Drive, Calendar, and Meet—will help Hollywood Park employees work faster and smarter, and meet safely and securely from anywhere.
  • In the future, Google and SoFi Stadium will explore media streaming and high-speed wireless solutions to enable visitors to get replays, unique angles, and exclusive 4K coverage on their mobile phones while attending events at SoFi Stadium. In addition, SoFi Stadium will have the world’s first 4K/HDR live production capabilities within a sports facility.

“It’s an incredible honour to work with SoFi Stadium and Hollywood Park as they create an interactive, smart experience destination enjoyed by sports and entertainment fans, residents and shoppers alike,” said Rob Enslin, global president, Google Cloud. “This partnership shows the world what’s possible when you combine the power of data with the excitement of entertainment and sports, and we’re excited that Google Cloud will underpin the visitor experience.”

“We couldn’t have picked a better partner to manage our technology needs,” said Skarpi Hedinsson, chief technology officer, SoFi Stadium and Hollywood Park. “Incorporating Google’s solutions into critical areas of our business ensures we can usher in a new era of innovation in sports and entertainment, raising the bar on what the ultimate fan experience looks like globally.”

“A special thank you to our partner Legends, and their Global Partnerships group, which sourced, negotiated, and represented SoFi Stadium and Hollywood Park in securing this comprehensive technology and marketing partnership. They continue to work as best-in-class partners to bring innovation and unique brand engagements,” said Gannon.

Hollywood Park and Samsung Partner in Comprehensive, Multi-Year Agreement Dedicated to Enhancing the Fan Experience

Posted on by Chris.Pereira

Samsung has been named the Official Mobile, TV and Display partner of Hollywood Park, a 298-acre sports and entertainment destination, inclusive of SoFi Stadium and a 6,000-seat performance venue. Samsung’s outdoor LED products were exclusively used to build SoFi Stadium’s 70,000 square-foot dual-sided, center-hung videoboard. Moreover, the videoboard is the first and only 4K end-to-end video production in a stadium. The agreement showcases Samsung’s commitment to enhancing the fan experience at live events through technology.

“Samsung is a company built on foundation of excellence, which is also a cornerstone of the Hollywood Park experience. Our display technology in SoFi Stadium and throughout the entire space will offer fans a truly immersive and state-of-the-art experience,” said Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America. “Los Angeles is a vibrant city with a rich history, filled with passionate fans. It is a great honor to be a part of creating the city’s next landmark.”

Built for the future, the videoboard has the largest LED content playback system ever deployed. With nearly 80 million pixels spaced 8 millimeters from center to center, each panel can be uniquely or congruently programmed with statistics, live and/or animated content. The largest panel is about 40 feet or four stories tall; its smallest panel is nearly 20 feet or two stories tall. Further, its unique size and shape make it wider than the field of play and offer fans a spectacular view from anywhere in the stadium, enhancing the action taking place on the field. 

“Our partnership with Samsung is an industry game-changer and has allowed us to create a unique and one-of-a-kind product that will impact the way our industry thinks about live event content,” said Jason Gannon, managing director, SoFi Stadium and Hollywood Park. “With our Samsung videoboard, we continue to elevate the experience for fan entertainment on game days and across events.”  

Built into the videoboard is a state-of-the-art audio system with more than 260 individual speakers embedded into its frame. With more than seven miles of loudspeaker cable wound throughout, it is equal to 1,500 home theater systems.

To offer fans and guests a consistently dynamic experience, Samsung is excited to work with Hollywood Park to enhance, improve and develop display technology to innovate and improve the guest experience for years to come. This cutting-edge technology will set a new standard for the fan experience, with SoFi Stadium and Hollywood Park representing the future of sports and live entertainment.

“At Samsung, we are so proud of our partnership with Hollywood Park and excited to be a part of what will soon be a crown jewel for the city of Los Angeles,” says Mark Quiroz, Vice President of Marketing, Display Division, Samsung Electronics America. “From the unique use of display technology in the videoboard to the use of outdoor LED displays in the American Airlines Plaza, Samsung technology is changing the way fans experience game day.” 

Beyond SoFi Stadium, Samsung’s LED display technology will be represented throughout Hollywood Park, reaching fans across the development’s residential, office and retail areas and through the Hollywood Park connected mobile app. Samsung Members will experience exclusive in-app features, including a dedicated Samsung Members section with benefits including exclusive content, offers and in-stadium discounts. 

SoFi Stadium and Hollywood Park was represented by Legends Global Partnerships division, which sourced, negotiated and represented SoFi Stadium and Hollywood Park in securing this partnership.  

Legends hires Hawksley to lead international retail operations

Posted on by Chris.Pereira

Via SportsBusiness

Legends has hired veteran sports merchandising executive Victoria Hawksley to a newly created role of vice president of international retail, where she will lead global merchandise operations and strategy for the growing segment of the premium experiences company.

Hawksley, previously head of retail and visitor attractions for the Premier League’s Tottenham Hotspur, will lead Legends’ efforts in this area, including in-venue retail, ecommerce, brick-and-mortar stores, and custom merchandise.

She will be based in Madrid, Spain, where her first major project will be executing the newly developed omnichannel retail program for La Liga’s Real Madrid, an expansive initiative that will include the revamp of several official club stores, the development of a new flagship megastore, and the rollout of a new online shop.

“I see a huge opportunity to merge the expertise and capabilities of Legends Global Merchandise division, with the insights and local expertise that Legends has in markets across Europe and Asia, to develop customized strategies,” Hawksley said.

Hawksley spent 14 years at Tottenham Hoptsur, where she oversaw the club’s set of visitor attractions for its new stadium that opened early last year.

The international retail operations have been a quickly developing area for Legends, whose historical base has been primarily in American premium seat sales and concessions.

“Legends has significantly grown our international footprint during the past few years, and we are fortunate to add Victoria to our leadership team in Europe as we continue to invest in our global merchandise vertical,” said Andrew Hampel, president of Legends International.

Legends Puts Large Stamp on SoFi Stadium, Allegiant Stadium

Posted on by Chris.Pereira

Via Sports Business Journal

As SoFi and Allegiant stadiums prepare to open, the depth of work by Legends on the projects has fully come into focus, including previously undisclosed details about the company’s involvement at SoFi on retail, technology and its food and beverage program. 

With Allegiant Stadium announcing that no fans will be allowed at Las Vegas Raiders games this season, and SoFi Stadium announcing the same at least at the start, the extent of Legends’ work won’t be fully functioning as expected. Still, the projects gave Legends the opportunity to demonstrate the depth of its expertise.

Legends President and CEO Shervin Mirhashemi said the company was involved in both projects early on from a feasibility and planning standpoint. Later, he said, “we then were engaged with each one of those projects separately, it was really about activating our full 360 capabilities to work on two iconic, state-of-the-art NFL projects, arguably two of the greatest stadiums in the world at the exact same time.” 

Legends’ involvement with SoFi Stadium was more extensive compared to its work on Allegiant, which was primarily focused on partnerships and its naming-rights deals, and a sold-out personal seat license campaign that garnered the Raiders $549 million in revenue ahead of the 2020 NFL season.

Legends is also handling the Rams’ and Chargers’ PSL campaign, which has generated more revenue than Allegiant’s thus far, but the venue’s reported sales targets have been less than expected, according to previous reports. 

At SoFi, Legends handled the stadium’s $30 million-a-year naming-rights deal and project management of the adjacent 300-acre Hollywood Park entertainment district, which will have a performance venue, retail and office space, residential units and green spaces. 

SoFi’s Stadium’s food and beverage program for premium and general concessions areas will be representative of Los Angeles’ diverse culinary offerings and will be inspired by the indoor and outdoor aesthetics of the aviation-inspired stadium.

“We’re going to be authentic to this vast culinary culture in Los Angeles that spans 18 to 19 million people across all walks of life,” Mirhashemi said. “So, I think what you’ll see ultimately when fans are allowed in there … you’ll see just this really unique, diverse, innovative approach to food and beverage.” 

Legends also plans to roll out a customized and immersive VIP tour program for SoFi Stadium. 

“That’s going to connect the applicable fan to their favorite team and go really behind the scenes of what this state-of-the-art stadium is all about,” Mirhashemi said. “So, how do you experience that venue from the perspective of the player, a broadcaster or potentially, and obviously, as a fan?” 

On the retail front, SoFi stadium will feature a 7,000-square-foot retail store catering to Rams and Chargers fans. “There will be two different floors and obviously we’ll have exclusive items that we’re going to have only specifically at that location for both the teams,” Mirhashemi said.

When it comes to the disappointment of not being able to showcase Legends’ work on SoFi and Allegiant stadiums because of the absence of fans, Mirhashemi is still excited for the future. 

“I would say life is a marathon, it’s not a sprint, and these venues weren’t built for 2020 only, they were built to be pillars of their respective communities and really examples of what the art-of-the-possible is,” he said. “They will have their moments to open, and hopefully, that’s going to be sooner than later in the next few months.”