The MLB All-Star Game last week in Arlington, Texas was a showcase for the transformative power of technology in sports. From fan engagement to team operations, tech companies are playing a vital role as partners, not just sponsors, offering cutting-edge solutions that enhance every aspect of the game. This year’s Midsummer Classic highlighted how technology is revolutionizing America’s favorite pastime, making it even more enjoyable for fans both in the stadium and at home.
In this piece, I’ll draw on my research and my recent visit to Globe Life Field to examine some of the companies reshaping the game experience, making it more accessible and just doing some downright cool things.
T-Mobile Steps Up To The Plate With 5G Upgrades
In anticipation of the 2024 MLB All-Star Week, T-Mobile significantly bolstered its 5G network at Globe Life Field and in surrounding Arlington so fans and locals could have the best possible mobile experience. These enhancements, which include permanent upgrades to coverage and capacity, are a welcome addition for anyone who has ever struggled with connectivity at a packed stadium.
To further enhance connectivity during peak usage times, T-Mobile also deployed temporary mobile cell sites (CoWs and CoLTs) around the stadium. As live streaming and social media sharing have become integral to the fan experience, it’s important for stadium operators and telecom carriers to make investments like these in infrastructure to meet the growing demand for data-intensive applications at major sporting events.
T-Mobile also leveraged its 5G network to enhance the fan experience at the 2024 T-Mobile Home Run Derby through a special broadcast called T-Mobile 5G BP. This year, the carrier added three high-speed cameras that captured the action at up to 4,500 frames per second, providing incredibly detailed slow-motion footage of the ball’s impact on the bat as each slugger took his swings. The 5G network allowed for remote production, transmitting high-quality footage from the stadium directly to the studio without hard-wiring additional cameras. This enabled viewers to see every nuance of the swings in real time. Additionally, 5G-connected drone, POV and fan cameras provided unique and expansive views of the field and stadium, so fans—even those tuning in from the office—wouldn’t miss a thing. (I would expect nothing less from the company that brought you the Secret Baseball Button.)
Through a partnership with MLB and OneCourt, T-Mobile took game immersion and inclusion to a new level for visually impaired fans. Leveraging Hawk-Eye sensors and multiple cameras throughout the stadium, MLB captured and transferred player and ball tracking data to OneCourt, which translated the data into a haptic language. T-Mobile’s 5G network enabled real-time transmission of this data, allowing visually impaired fans to feel vibrations that mirrored the game as it happened.
T-Mobile also enabled the MLB Go-Ahead Entry facial authentication-enabled entrances at Globe Life Field. Users take a selfie in their MLB Ballpark app, and the Go-Ahead Entry camera identifies any opted-in fan as a registered member as they walk in, automatically validating their tickets. While facial recognition technology typically sparks concerns about privacy, for people willing to try it, it should make getting into a busy venue easier than fumbling with scanning tickets amid a mass of people at an entry gate.
T-Mobile really went all out this year, and its efforts felt authentic to me—not just a big marketing campaign. And the love of the game from key members of the company is palpable. “I remember my first baseball game . . . I’ll never forget the crack of the bat, the roar of the crowd, the electric mood of the stadium and the thrill of being there in person to watch two great teams battle it out on the field. There’s nothing like it,” T-Mobile for Business CMO Mo Katibeh said in a LinkedIn post last week.
I’m right there with you, Mo.
FOX Coverage Of The All-Star Game Action
The 2024 MLB All-Star Game drew a significant audience, attracting 7.6 million viewers across FOX Sports platforms, a 6% increase over last year’s game. The Midsummer Classic continues to hold the title of the most-watched all-star game among major sports leagues in the United States.
Like T-Mobile, FOX went all out for its 2024 MLB All-Star Game coverage, using approximately 50 cameras at Globe Life Field, including six shooting in 6x slow motion. FOX continued its use of drones to capture unique perspectives of the live action of the game, plus two Firefly RF Mōvi units with advanced stabilization on the field and around the stadium. The Mōvi is like a super-steady hand for a camera, using motors to eliminate shakiness and enable dynamic shots that put viewers in the middle of the action, no matter how much the camera operator has to run around to catch the shot.
As I researched the behind-the-scenes technology that makes today’s sports coverage so vibrant, I found it fascinating to learn how the audio team captured the unique sounds of Globe Life Field, including player conversations on the diamond. Achieving pristine audio for a live sports broadcast is a complex endeavor, requiring meticulous coordination and technical expertise. The process begins when the audio team carefully positions on-field microphones and adjusts audio levels to capture the authentic sounds of the game—the crack of the bat, the cheers from the stands—while minimizing unwanted noise. Synchronizing the audio feeds with the video in the production truck requires a combination of technical know-how and a keen ear to ensure that the audio perfectly aligns with the visuals. The ever-evolving technology, including the increasing use of player microphones and ambient sounds, adds another layer of complexity. It is really an art how the audio engineers integrate all of the elements into the broadcast mix without overwhelming or distracting from the overall experience.
Zoom-ing Into The All-Star Action
Zoom’s partnership with MLB as the league’s official unified communications platform was showcased prominently during the 2024 All-Star Game. Zoom’s contact center technology played a key role in helping umpires determine the outcome of a challenged call during the game. In the top of the sixth inning, the National League challenged a safe call at first base when Josh Naylor fielded a grounder hit by Freddie Freeman, threw to second, then caught the return throw to complete a double play. The replay official, Rob Drake, examined various camera angles and determined that the fielder’s foot did touch the base after he gained possession of the ball. The call on the field was overturned and Freeman was ruled out, ending the inning. Meanwhile, live broadcast look-ins from the Zoom Replay Operations Center gave fans a behind-the-scenes view of the replay review process.
“We are thrilled to help Major League Baseball continue to be a technology-first organization,” said Andrei Losche, global brand partnerships and media lead at Zoom. “Our partnership provides viewers with instant access to observe the experts make decisions in real time, including at the All-Star Game.”
I recently had a tour of the MLB headquarters and Zoom Replay Operations Center in New York on a game night. The energy and action in the replay center were extraordinary. I can only imagine the intensity on such a big night as the All-Star Game.
The Seventh Inning Stretch At Globe Life Field
For fans using the seventh-inning stretch to grab a drink, the stadium showcased technological innovation even in its beverage service. Two robotic bartenders, ADAM and Rotender, were introduced to streamline drink orders and enhance efficiency. ADAM, an AI-powered humanoid robot made by Richtech Robotics, mixed and served classic cocktails. Rotender, an automated machine that was permanently installed in the ballpark earlier in July, offered quick mixed drinks in as little as 30 seconds. These robotic assistants served alongside human bartenders, offering a glimpse into the potential future of automated service in the hospitality industry.
In addition to what was brought in specifically for the All-Star Game, Globe Life Field has various other technologies that are used throughout the concourse for each game day. In addition to robotic bartenders, the stadium employs machines to make custom cotton candy treats and to bag popcorn. The stadium also features Easy Out, the first merch-focused Amazon Just Walk Out store. Leveraging RFID technology, this concept store allows users to shop for fan gear without waiting in checkout lines so they can get back to the action on the field.
The Final Score: Technology Shines, Fans Win
The American League won the game 5-3, but the experience was a win for millions of baseball fans worldwide and more than 40,000 attendees at Globe Life Field. The game was also a clear indicator of how technology continues to revolutionize the sports world. Beyond the bells and whistles at this signature event, the game also highlighted how technology can preserve and elevate cherished traditions game in and game out. Ultimately, it’s about bringing people together through a shared passion, and I thought this year’s showcase was a grand slam.
