Gloucester Rugby are rolling out a new AI photo booth as they aim to improve the matchday experience for supporters at Kingsholm Stadium.
Fans in hospitality will be able to access the latest AI technology, which allows supporters to generate branded images of themselves with the team. It is part of a new initiative by the club, aimed at boosting attendances by 20% this season.
The move comes as the Cherry and Whites, who’ve played at the Kingsholm for nearly 135 years, unveiled a new three-year partnership with Cheltenham-based technology company Emerge Digital.
“Our fans want more than a great game – they want convenience, innovation and experiences that last beyond the final whistle,” said Alex Brown, Gloucester Rugby’s CEO.
“Partnering with Emerge Digital allows us to deliver that while opening doors for local businesses and community groups. This is about building a future-ready club that leads both on and off the pitch.”
Both the club and Emerge Digital will invest in their premier hospitality space, ‘the Captain’s Lounge’ – which will be renamed ‘the Emerge Digital Captain’s Lounge’ – including the introduction of one of the first real-time AI photo experiences in UK Sport.
The club, which was formed in 1873, will continue to incorporate more AI-driven features throughout the season in an attempt to provide better value for money for supporters.
The renewed agreement, which extends the partnership to almost a decade, also allows the use of the space as a tech and conferencing venue for local businesses, charities and community groups.
“Gloucester Rugby has been a client of Emerge Digital for many years, during which time we’ve worked closely with the club as its infrastructure and technology have evolved to meet the demands of modern professional rugby,” commented Nigel Church, CEO of Emerge Digital.
“We’ve already invested significant time, effort and resources into elevating the experience within the lounge, including the introduction of an AI photo booth that adds a fun, interactive element for supporters on matchdays,” he added.
“Further enhancements are underway, with a continued focus on innovation and using technology to create memorable experiences both on and off the pitch.”
The existing partnership has led to the instalment of big screens and a robust wired network at the Kingsholm.
Gloucester Rugby have competed in the top flight of the domestic game, the Gallagher Prem, since turning professional in 1997. They currently sit eighth in the table, having won just one of their opening 10 matches.
