--- title: Atlanta Falcons Game Day Experience | 7th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/aPXpkmBn-dxIfnxX9oN-file.png --- Atlanta Falcons Game Day Experience | 7th Hashtag Sports Awards [The 7th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2025?hsLang=en) # Atlanta Falcons Game Day Experience [Atlanta Falcons](https://www.atlantafalcons.com/) ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/aPXpkmBn-dxIfnxX9oN-file.png?width=1920&height=1080&name=aPXpkmBn-dxIfnxX9oN-file.png) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fatlanta-falcons-game-day-experience) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fatlanta-falcons-game-day-experience&text=Atlanta+Falcons+Game+Day+Experience+%7C+7th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fatlanta-falcons-game-day-experience) ABOUT THIS ENTRY MBS Express represents our collection of biometric experiences that differentiate the event day experience for fans, from entry through getting their favorite food & beverage – fast, frictionless, and fun. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/aPXpkmBn-dxIfnxX9oN-file.png?width=1920&height=1080&name=aPXpkmBn-dxIfnxX9oN-file.png) How does this represent "Excellence in Engagement"? MBS Express enhances the fan experience by making entry and concessions faster and more convenient. By reducing time spent in lines—whether for stadium entry or food and drinks—we give fans more time to enjoy the event with family, friends, and fellow fans without missing any of the action. These technologies also enable greater personalization, allowing us to tailor communications and suggest enhancements that create a seamless, customized event-day experience for MBS Express users. We remain committed to exploring opportunities to expand and optimize MBS Express, ensuring world-class hospitality and an industry-leading fan experience for every guest who walks through our doors. Objective At Mercedes-Benz Stadium, we are committed to continuously innovating to enhance the fan experience and maximize satisfaction at every event. Recognizing the potential of biometric technology, we saw an opportunity to create seamless, personalized solutions that eliminate common pain points, streamline operations, and elevate the overall guest experience. MBS Express is our suite of biometric-powered experiences designed to transform event day—from faster, hassle-free entry to effortless food and beverage purchases—delivering a journey that is fast, frictionless, and fun. Strategy & Execution We carefully evaluate all partners to ensure they share our commitment to prioritizing the fan experience. When implementing biometrics, it was essential that our partner also upheld the highest standards of data security and safety. After selecting Wicket as our biometric partner, we designed and conducted multiple pilot programs, rigorously testing and analyzing the technology’s impact on fans. With proven solutions in place, we collaborated with cross-functional teams to strategically integrate biometrics into key touchpoints of the fan journey, enhancing convenience and efficiency throughout the stadium experience.Fans today all have some experience and awareness of how technology can shape their lives; when considering the modern sports fan, there is an expectation to enhance their experience with a curated set of tech-forward solutions that will maximize enjoyment and provide differentiation. MBS Express helps us add personalization and pull fans out of lines – so we can give them a special, world-class event with maximum control over how they choose to spend their time while inside Mercedes-Benz Stadium. ** Nominations ** - Best Use of Technology **Organizations** - Atlanta Falcons **Links** - [  Website ](https://www.mercedesbenzstadium.com/) **Credits** **[ Karl Pierburg](https://www.linkedin.com/in/karl-pierburg-a271b528/) ** Senior Vice President, CTO, Football Strategy & Innovation Atlanta Falcons **[ Russell Joyner](https://www.linkedin.com/in/russmjoyner/) ** Senior Director, Enterprise Data Atlanta Falcons **[ Cameron Chapple](https://www.linkedin.com/in/cameron-chapple-36805426/) ** Senior Data Engineer Atlanta Falcons **[ Gordon Barfield](https://www.linkedin.com/in/gordonbarfield/) ** Vice President, Strategy & Corporate Development Atlanta Falcons **[ Ryan Trepte](https://www.linkedin.com/in/ryan-trepte/) ** Senior Director, Strategy & Innovation Atlanta Falcons **[ Kayla Marland](https://www.linkedin.com/in/kaylamarland/) ** Innovation Designer Atlanta Falcons **[ Nigel Canning](https://www.linkedin.com/in/nigelcanningcts/) ** Atlanta Falcons Innovation Technologist **[ Cheyenne Rhaney](https://www.linkedin.com/in/cheyenne-rhaney/) ** Project Implementation Specialist Atlanta Falcons **[ Janine Flaxer](https://www.linkedin.com/in/janineflaxer/) ** Innovation Project Manager Atlanta Falcons **[ Gregory Urbano Urbano](https://www.linkedin.com/in/gregoryurbano/) ** Senior Director, Digital Experience Atlanta Falcons **[ Roshni Hariharan](https://www.linkedin.com/in/roshni-hariharan/) ** UI/UX Strategist and Developer Atlanta Falcons **[ Kelsey Duncan](https://www.linkedin.com/in/kelsey-duncan-87700a19a/) ** Digital Operations Coordinator Atlanta Falcons **[ Clay Willett](https://www.linkedin.com/in/clay-willett-58231031/) ** Senior Digital Product Manager Atlanta Falcons **[ Keifer Bell](https://www.linkedin.com/in/keifer-bell/) ** Sr. Customer Success Manager Rover **[ Kevin O'Brien](https://www.linkedin.com/in/kevinobrien123/) ** Director of Product Enablement Rover #### INSPIRED TO ENTER WORK? Entries to the 9th Hashtag Sports Awards will open in October 2026. Sign up below for announcements, case studies, podcasts, and the prestigious shortlist of nominations. [![GET ALERTS](https://no-cache.hubspot.com/cta/default/834568/interactive-214928231544.png) ](https://www.hashtagsports.com/hs/cta/wi/redirect?encryptedPayload=AVxigLKJAJcriYl98rLSnDefv5fss18Yp9QQyCcS7IT78DvTgp5UzgEeWTgnTqfNtAiqha1BtzMf3vJK7LZ1CHgws242AiXQZfIKVx5hPAFM3VxExrnAEc3PbsZeNL4%2BOsQE8Yg4RpIc6C0YwKMgPAQxJmxgDIyrJxw6STdCj7jox2VSwlRVzMQaIyyX1QNveoUq53etEjaSht0G&webInteractiveContentId=214928231544&portalId=834568&hsLang=en) × HASHTAG SPORTS AWARDS VOTE FOR THE BEST IN SPORTS ENTERTAINMENT ## Almost there! One more step and you're on the way to casting your votes. SIGN UP TO VOTE