Technology is set to disrupt the sporting experience, allowing venue owners to better manage live events and connect with fans and attendees, according to Jed York, the CEO of the San Francisco 49ers.
York, also the chairman of Venue Next, a technology provider, explained to CNBC how his team's home, the Levi's Stadium, is a "petri dish" of technology that has made it easier for fans to attend and enjoy NFL (National Football League) games by going ticketless and cashless.
"A smartphone is integral to our lives today. We wanted to make sure that smartphones worked to their fullest potential at Levi's Stadium," he told CNBC.
"(Venue Next) connects all the disparate systems that allow you to be ticketless, cashless, order food to your seat, order merchandise to your seat and watch replays," he added.
York also said it was important to make the stadium sustainable, explaining that it was solar-powered and energy neutral, meaning it has a design that lends itself to low-energy consumption.
According to York, who was attending the Dublin Web Summit, fans can also use their smartphones to order drinks right to their seat.
Follow Luke on Twitter: @LukeWGraham