The Difference is in the Data

By Ed Mullen

The next generation of data capture is called “middleware;” knowing how to use it and the rewards for your team can be enormous in many ways.

By Ed Mullen, Vice President of Stadium 1

Data collection is one the most important components for any sports team or for that matter any business. There are powerful new software tools teams can utilize to create more revenue while tracking customer spending habits. One of the most dynamic tools is called middleware. This technology can track not only in-stadium purchases, but where patrons go around the venue, where they reside, and tracking their activity within your business partner’s establishment around the community.

Middleware which combines in stadium POS units provided by Stadium 1 conjointly connected to a comprehensive Wi-Fi system solution. Adding these new software tools can make a big difference in knowing your customers.

Here is how Wikipedia defines it: Middleware – is computer software that provides services to software applications beyond those available from the operating system. It can be described as “software glue.”

The “software glue” is the single most important factor to leagues, organizations and teams that want to gather targeted data analytics. Implementing Stadium 1 POS in a stadium using a Wi-Fi network containing middleware software, will enable a team to to manage and to track purchases, patron location, and gather marketing information on customers like never before.

The first step is having a fan sign into our Stadium 1 Fan App. This allows our clients to start building the foundation to understand customer spending and target market  fans based on their purchases.

Stadium 1 Fan App and Built in Loyalty Program

The user simply logs into stadium Wi-Fi. When doing so the user gives a cell number or their email. From that point the user can be tracked by their mac address or phone number.

Now the magic really happens when other businesses in the community have Wi-Fi and want to be a part of their local team. Middleware companies partnering with Stadium 1 can now install software, over a local business establishment’s Wi-Fi. So now we track a fan who attended the game, then stopped in at the local pizza restaurant and the local pub.

Another byproduct of this technology is suite attendance tracking. All teams know who the main companies are that rent the suites, but have no idea who is attending    the game in the suite. Stadium 1 fan app combined with our middleware partners can gather data on potential season ticket holders and future patrons.

Corporate marketing companies would very much like to be involved in this type of target marketing and data tracking. Hence another way to sell a sponsorship and receive an ROI for your fan Wi-Fi at the stadium. This collection of data combined with the robust Stadium 1 fan app designed on ONE platform will be one of the most dynamic data analytics solutions tool in the sports technology industry.

The next step is yours:
On May 4, 2017, @ 2:00PM EST Stadium 1 will be holding a seminar entitled:

What to look for in a POS system and gather targeted data to know your customers spending habits in order to create more revenue

Please email your team name, phone number and e-mail address to:

by May 2 to receive an invite for the webinar.

About Stadium 1: Our software was designed specifically for stadium operations. Born online and created from the ground up with a solid foundation of utilizing the most advanced cloud-based software programming technology tools. The system was designed by a team owner with a world-class technology background. Specifically, our background is creating a hardware and software solution focused on implementing ease of use, superior functionality and creating more ways to be profitable.

Stadium 1 exists in the market today with tools that can help teams increase revenues, reduce theft, and expenses. We link all departments together on a real-time platform so ownership can make more informed pregame, in-game and post-game decisions in a snap, based on our dynamic integrated technology and design.

This revolutionary technology is something you have to see to believe.

To learn more please contact Ed Mullen at
or call 561-704-1414.


About the author — Ed Mullen is an invited nationally recognized speaker and author on sports technology. He performs educational seminars on connectivity solutions for stadium, arenas, sports complexes and college venues. He has managed and implemented over a billion dollars of technology into thousands of sports venues worldwide. His passion and understanding his client’s goals and objectives, enables Ed, and his team to develop, market, and implement these unique sets of SAS services. The results are meeting the needs of his customers, allowing them to maximize their full revenue potential.

Sonoma Stompers

“Stadium 1 innovations include a very flexible design, front end POS simplicity, while providing an excellent detailed reporting flow which made it the perfect choice for our team. The unique controls within the Stadium 1 Software platform helped us grow sales inside the Stadium by more than 50%. The GM/Owner APP gave our management team in game numbers we needed to make the right decisions to streamline our operations and incorporate good business practices. The level of support was phenomenal as they helped us every step of the way. I can’t image running our team without Stadium 1”.

Jack Burkham - VP of Operations
Sonoma Stompers

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