Milwaukee Brewers fans will be able to access the baseball team’s American Family Field home stadium more quickly this season by signing up for a new face biometric access control system.

The Brewers have installed Major League Baseball’s MLB Go-Ahead Entry solution at the stadium’s Home Plate West and Third Base gates, “providing quicker ingress so fans can enjoy every aspect of the ballgame”.

“MLB Go-Ahead Entry is a facial authentication-based ticket validation system developed by Major League Baseball as part of a continual effort to improve the fan experience of attending games,” the league explains.

Key Features:

1. Biometric Options: Fans can opt for fingerprint or facial recognition for entry.
2. Voluntary Enrollment: The system is optional; traditional ticketing remains available.
3. Faster Entry: Reduces wait times by streamlining the process.
4. Enhanced Security: Adds an extra layer of protection against ticket fraud.

“Fans can register using the MLB Ballpark app and enjoy the ultimate hands-free, free-flow experience entering the ballpark.”

How It Works:

1. Registration: Fans link their biometric data to their ticket account via the team’s app or website.
2. Verification: At the gate, the system scans their fingerprint or faces to confirm their identity and ticket.
3. Entry: Once verified, fans can enter the stadium.

Benefits:

• Convenience: No need for physical tickets or mobile barcodes.
• Efficiency: speeds up the entry process, especially during peak times.
• Security: Reduces the risk of lost or stolen tickets and fraudulent entries.

Privacy Considerations

The Brewers have assured that biometric data will be securely stored and used solely for stadium access, with options for fans to delete their data if they choose to stop using the service.

This move aligns with a growing trend in sports and entertainment venues to adopt biometric technology for improved fan experiences.

Milwaukee Brewers are not the first to introduce biometric stadium access. Several other sports teams and venues around the world have already implemented similar technologies. Here are a few notable examples:

1. Atlanta Mercedes-Benz Stadium:

• Technology: Facial recognition for entry.
• Details: The stadium has been using facial recognition technology to streamline entry and enhance security.

2. Miami Dolphins (Hard Rock Stadium):

• Technology: Facial recognition.
• Details: The Dolphins introduced facial recognition for entry to improve the fan experience and increase security.

3. Sacramento Golden 1 Center:

• Technology: Facial recognition.
• Details: The home of the Sacramento Kings has been using facial recognition for entry and other fan services.

4. Tottenham Hotspur Stadium (London):

• Technology: Facial recognition.
• Details: The stadium has implemented facial recognition to speed up entry and enhance security for fans.

5. Beijing National Stadium (Bird’s Nest):

• Technology: Facial recognition.
• Details: The stadium has used facial recognition for entry during major events to manage large crowds efficiently.

6. Levi’s Stadium (San Francisco 49ers):

• Technology: Facial recognition and other biometric technologies.
• Details: The stadium has been at the forefront of integrating various technologies to enhance the fan experience.

While the Milwaukee Brewers are adopting this technology to improve their stadium experience, they are part of a broader trend in the sports and entertainment industry. The use of biometrics for stadium access is becoming increasingly common as organizations seek to balance convenience, efficiency, and security.