(Football news) Since moving to the Estadio Cívitas Metropolitano in 2017, Atlético de Madrid has worked passionately to make it one of the most technologically modern stadiums in the world. The venue remains an industry leader in this sense and the most recent initiative from Atleti Lab, the innovation division of Atlético de Madrid, has received very positive feedback.

This present development by Atletico is a pilot experience for watching a football match in a completely new method: the 5G Multicam project. Through the pilot, which was launched during the club’s last two home matches of the 2022/23 LaLiga Santander season, fans could stop by the Club Telefónica space and use tablets or one of various Meta Quest Pro VR devices to enjoy a 360° real time experience of the match.

Users could view the action from angles previously inaccessible to the public, such as from behind the goal, the tunnel exit, the press area, or the stadium control room. Some pre-recorded 360° footage was also available for fans, who were able to enjoy a truly immersive experience, one that is pioneering in the football industry.

Discussing the immediate response from those who tried this pilot, Alejandro Ugarrio, director of Atleti Lab, said: “What Atléticos valued the most was being given the freedom to choose how they want to watch the match. The exclusivity, and the fact that it is an immersive experience, thanks to the Virtual Reality glasses, is what was most appreciated.”

Ugarrio continued: “The 5G Multicam pilot was a success and praised by Atleticos, and we are already working on the next steps. The visibility of the project was spectacular and shows the level of interest that exists in the sector for the possibilities offered by new technologies. Our value proposition with the Club Telefónica space at the Estadio Cívitas Metropolitano is to provide differential experiences that, thanks to technology, can enrich the way in which Atletico fans experience a matchday.”

Technically, this 5G and Virtual Reality project was not easy to pull off, not least because the images had to be instantaneous and in sync with the sounds of the stadium, where the pilot was held. Yet, the professionals of Atleti Lab worked with Telefónica, the club’s technological partner, to reach a point where it takes less than 500 milliseconds to send the video from the 360° cameras to the cloud and to the tablet or headset, all through the power of 5G connectivity. 

Discussing the partnership with Telefónica and the opportunities that exist for the future, Ugarrio said: “We have had a close relationship for years and we know that they are capable of responding to the challenges we set. We are excited about the possibilities that this partnership offers us for the future. Our commitment is to turn Club Telefónica into a showcase for new technologies that are aimed at the stadium experience and this has been a good first step.” Atleti Lab’s role in the innovation strategy of Atlético de Madrid.

This pilot has been a success story for Atleti Lab, the innovation division of the club. Explaining the role of this division, Ugarrio explains: “Atleti Lab was born this season with the aim of launching innovation projects that will help the club, first of all, to learn and, subsequently, to obtain competitive and strategic advantages in the future.”

While the 5G Multicam pilot has only been held across two fixtures so far, it has already achieved the objective of demonstrating how 5G can elevate the fan experience to new levels. As such, the club already considers it to have been a major success.

The Director of Atleti Lab explained: “The fact we have successfully implemented this pilot at the Estadio Cívitas Metropolitano opens up a host of new possibilities. The technology is now part of the club’s digital inventory and, therefore, it is already adding value. We are studying different options with Telefónica to move the pilot into production.”

Improving the matchday experience for fans is the ultimate goal and something Atlético de Madrid has taken very seriously, using technology where possible to enhance any visit to the venue. For example, the Estadio Cívitas Metropolitano has long been one of the stadiums with the best connectivity in Spain, so that fans can use their mobile phones without any issues when attending a match. The 5G Multicam project fits in with this ethos.

Ugarrio added: “The 5G Multicam project is one part in a series of initiatives that have allowed fans to take centre stage on matchdays through technological solutions that have enabled them to participate in all kinds of activations, conveniently, from their mobile phones. The co-creation of the spectacle brings added value to every match in our stadium and involves the fans, who are ultimately our best ambassadors.”

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