Atlanta Falcons Game Day Experience
The 7th Annual Awards
- Best Use of Technology
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.
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.
Organizations
- Atlanta Falcons
Links
Credits
Karl Pierburg
Senior Vice President, CTO, Football Strategy & Innovation
Atlanta Falcons
Russell Joyner
Senior Director, Enterprise Data
Atlanta Falcons
Cameron Chapple
Senior Data Engineer
Atlanta Falcons
Gordon Barfield
Vice President, Strategy & Corporate Development
Atlanta Falcons
Ryan Trepte
Senior Director, Strategy & Innovation
Atlanta Falcons
Kayla Marland
Innovation Designer
Atlanta Falcons
Nigel Canning
Atlanta Falcons
Innovation Technologist
Cheyenne Rhaney
Project Implementation Specialist
Atlanta Falcons
Janine Flaxer
Innovation Project Manager
Atlanta Falcons
Gregory Urbano Urbano
Senior Director, Digital Experience
Atlanta Falcons
Roshni Hariharan
UI/UX Strategist and Developer
Atlanta Falcons
Kelsey Duncan
Digital Operations Coordinator
Atlanta Falcons
Clay Willett
Senior Digital Product Manager
Atlanta Falcons
Keifer Bell
Sr. Customer Success Manager
Rover
Kevin O'Brien
Director of Product Enablement
Rover
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
