Stay sports activities convey digital experiences to the stadiums – Tennis Australia CEO

© Reuters. ATP Cup

By Leela de Kretser and Melanie Burton

MELBOURNE (Reuters) – Long lines to enter stadiums and line up for food and drink will go away as live sports and entertainment events around the world emerge from the pandemic, Australia's top tennis boss said.

Two days after hosting one of the first major global sporting events that has seen crowds and international athletes in attendance since the coronavirus outbreak, Craig Tiley told Reuters at the Australian Open that the future of premium fan experiences is about safety and unity Digital experiences are going to go with real entertainment.

"I think buying your own car and driving your own car, sitting in your own theater at home and enjoying your own content is going to be a lot more of a thing of the future than it is today, even more so. Our challenge as a sport is How do we get people out of this environment? "Tiley said in an interview.

Tiley, Tennis Australia general manager and tournament director at the Open, said security protocols will be paramount to the live events industry, as will technology that will allow fans to get into the stadiums faster and have a better experience.

"So the Ticketless entry will accelerate very quickly worldwide for sports entertainment," he said. "Using your app to access food and drink is the same, but you can also access all sorts of ways on your mobile device to act as a coach, a critic of the stats, and a predictor of what's going to happen next.

"That's the kind of value you have to add to the fans."

He also hoped the Olympics would take place – but only if the organizers take stricter quarantine measures.

After a grueling eleven months bringing players and fans to Melbourne for the Grand Slam, Tiley believed the pandemic had forever changed the behavior of corporate and organizational executives.

"The dictatorial style of leadership, the focal point of leadership that I believe will almost die with the ongoing crisis. But that of great collaboration and integration and the use of the skills and abilities of a large part of a wider team will win."

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