NFL’s 49ers add SAP utility tracking feature to Levi’s Stadium


The San Francisco 49ers of the National Football League (NFL) has upgraded its Executive Huddle with six 3D-printed water and gas meter readers. This will better allow the team to monitor Levi Stadium’s utility usage.

First unveiled in 2018, the Executive Huddle is a venue management solution tracking 10 unique data sources including 200 concessions point-of-sales (POS) terminals, 250 parking & ticket scanners and 100 fan satisfaction terminals.

SAP’s real-time analytics control room will help stadium operations and business strategy staff monitor automated data visualizations that display how utilities are being used throughout the building.

“Even as we approach the 10-year anniversary of Levi’s Stadium, continuing to innovate and improve our venue operations is still top-of-mind,” said Jim Mercurio, 49ers executive vice president and Levi’s Stadium general manager. “We are one of just a few stadiums to be recognized twice for achieving the industry standard for sustainable design and construction. We are proud to have staff, partners and ownership that are equally dedicated to ensuring our building becomes even more eco-friendly for years to come.”

It is designed such that staff can detect and respond to fan experience issues within 10 minutes on average. Previously, game day satisfaction feedback was largely measured via post-game surveys, which took several days to produce meaningful data. “Creating the first real-time analytics control room used on NFL game days was an outstanding accomplishment for us back in 2018, but true innovation never rests” said Moon Javaid, 49ers chief strategy officer. “We are extremely pleased to add a new layer to the Executive Huddle, especially one that has potential impacts on not only our building, but our local community and the globe as a whole.”

This announcement marks the second major usage change for the Executive Huddle by the 49ers and SAP. Last season, the two organizations announced that the space would be added to the 49ers Foundation’s EDU, a data science initiative for high school students presented by Chevron curriculum. 49ers EDU expects to bring in excess of 450 students through the Huddle for lessons. Additional lesson plans involving sustainability are in development.

“Executive Huddle is a great example of the business impact possible when operational data is collected, measured and acted upon in real-time,” said Dan Fleetwood, vice president of global sponsorships at SAP, who added,  “In addition to enhancing the fan experience, improving operational performance and informing sustainable choices, we’re actively working with the 49ers to extend the Huddle’s capabilities and impact.”

The Executive Huddle’s ability to monitor concessions data has been vital to the 49ers Member Inclusive Menu. Last season was the first in which the team offered core food and beverage as part of all season ticket member packages – requiring a major overhaul of concessions operations. In doing so the 49ers were able to address issues in a timely manner, allowing them to surpass pre-pandemic 2019 fan satisfaction high-marks in more than 50% of all 2021-22 home games.

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Benedict is editorial assistant, social media manager and staff writer across several aviation, automotive and performance technology titles published by Mark Allen Business. He is a graduate of the University of Southampton and spends his free time organising comedy shows, playing basketball loudly and guitar quietly.

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