Wembley Stadium’s iconic arch was lit up last night to celebrate the technological advancements that mobile network operator EE has made since it was announced as the stadium’s leading technology partner earlier this year.
EE said that arch's 228 large-scale LED floodlights will change colour to reflect goals scored, crowd noise and social media sentiment.
The mobile operator claimed the arch will act as the stadium’s “digital heartbeat” from 2015 onwards. However, people in the Wembley area were given a preview last night when the arch was illuminated to Clean Bandit’s chart-topping hit, Rather Be.
The arch will soon be able to be viewed through a new feature on the EE Wembley app, which is being rolled out as part of an update coming on 9 October.
In addition to “Arch Cam”, the app will also provide visitors with a “dynamic” newsfeed showing users aggregated social media content and giving them access to a free event day playlist, featuring 150 tracks that will get fans “in the mood”.
Meanwhile, fans in the stadium can use the app to win a free seat upgrade and message the big screen direct from their smartphone.
Under the six year partnership deal with Wembley, EE has also pledged to roll out contactless payment technology around Wembley and launch one of the fastest mobile networks in the world.
Roger Maslin, MD at Wembley National Stadium Ltd, said: “Technology is changing the way that people enjoy the events at Wembley Stadium – how they get here, how they get in, how they buy drinks and snacks, and how they share their experiences with friends and family. Wembley and EE have a shared ambition to use technology to make this stadium the best fan experience anywhere in the world – that’s about being the most connected stadium, and integrating mobile into everything people do here.
“Ahead of a busy autumn schedule with three NFL matches, vital England qualifiers and the first England Women’s Senior match at Wembley Stadium in November, we’re working to continue to create inspiring memories for every sport and music fan.”
Spencer McHugh, director of brand at EE, said: "Switching on the new connected arch marks an exciting moment in our technology roll out, with fantastic new app features launching in October, contactless technology to change the way people queue and pay, and so much 3G and 4G capacity that uploading selfies and downloading replays are possible for everyone. The Wembley experience has advanced so much in the last seven months, and it’s just going to keep getting better and better.”
(Image credits: EE)
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