MLB Teams Using Biometric Data to Enhance Fan Experience

JohnWallStreet

The Atlanta Braves, Oakland A’s and Seattle Mariners are the latest MLB teams to implement CLEAR’s “smart access pass”, a free membership service that offers fans expedited entry into the stadium (note: there is a $179 fee for their airport service). CLEAR technology uses biometric data (finger print, iris image etc.) to confirm an individual’s identity, speeding up the security process; with members funneled to express entrance lines. While currently known as a gate security company, CLEAR is pursuing a future where their platform uses a single biometric ID to power the entire in-stadium experience; from ticketing to alcohol and concession sales.

Howie Long-Short: CLEAR, said to be “building a connected world that’s smarter and more secure” through its biometric identity platform, services nearly 2 million members across 34 sports stadiums and airports nationwide. The company is certified as a Qualified Anti-Terrorism technology by the U.S. Department of Homeland Security. A privately held subsidiary of Alclear (acquired in ‘10 for $5.9 million), CLEAR has raised $35 million since October 2015. There are two ways to play the privately held company, with both T. Rowe Price (TROW, led 2 rounds) and Delta Air Lines (DAL, led the 3rd round) having invested. TROW was the sole investor in the company’s most recent round ($15 million, closed in April 2017).

Fan Marino: 9 of the 30 MLB ballparks now offer CLEAR’s service. Yankee Stadium and Coors Field were first to implement the technology back in 2015. Marlins Park, Citi Field, AT&T Park and Comerica Park also offer CLEAR fast-entry lanes. American Airlines Arena in Miami is the 1st NBA building to provide the service. It’s should be noted that competitor TSA Pre✓(from IdentoGO By Idema, a subsidiary of the private equity firm Advent International), services Jets fans at Metlife Stadium and 49ers fans attending games at Levi’s Stadium.

Interested in Sports? Sports Business? Sports Finance? Sign-up for our free daily email newsletter list, here!

Join the Community on John Wall Street
Enter your email address and press the Join Now button to sign up for updates from John Wall Street
Comments

Sports Business

FEATURED
COMMUNITY