Activation Makes Fan Enthusiasm Visible During WTA
The World Tour Amsterdam Masters marked a first in 3x3 basketball events by making fan enthusiasm visible. How? By measuring sound waves, spectators could see on LED screens which sections of the stands were the loudest.
Team Toulouse had just defeated Team Düsseldorf when the MC posed a challenge: Which side of the stands could make more noise—the left or the right? As fans erupted in cheers and shouts, two long LED screens above the court lit up green, with the left screen filling faster than the right. "Looks like we have a winner!" the MC announced through his microphone.
This technology can be utilized at various moments. "We can identify which section cheers the loudest during a contest or show how much noise is made after a spectacular two-pointer," says Paul van Dooren of the Eindhoven-based tech company Sorama, which provided the equipment for the World Tour.
Sorama's technology not only measures decibel levels but also visualizes intensity using different colors. Red indicates the highest intensity, while blue is the lowest. "It's like holding up a mirror to fans, showing them how passionate they are," Van Dooren explains. "Fans love seeing just how enthusiastic they can be."
Tournament director Jesper Jobse takes pride in the World Tour Amsterdam being the first 3x3 basketball event to feature this equipment and values the collaboration with Sorama. "These activations allow us to engage the audience even more, enhancing the show and creating a unique sports experience."
For Sorama, this isn't the first stadium where they've visualized fan enthusiasm. The company also measures the decibel levels of PSV fans at the Philips Stadion. Additionally, their equipment is installed in the most innovative basketball arena recently opened in Los Angeles. "There, enthusiastic fans can earn loyalty points and receive discounts at the fan shop or on food and drinks."
Regarding the fan activation during the World Tour, Jobse notes, "3x3 isn't just about the sport; it's also about the spectacle, the show, and interaction with the audience. It truly enhances the atmosphere."
