Magpies score with AI fan experience platform

A Premier League football club is using artificial intelligence to transform fan engagement through a new interactive platform that blends entertainment, retail and real-time audience insights.

Lenovo, Newcastle-headquartered Invisionary Media and Intel have partnered with Newcastle United to launch an immersive fan experience platform built around Invisionary Media’s flagship LUX-75 interactive display.

The technology combines AI, analytics and gesture-controlled experiences to turn traditional digital signage into an interactive engagement and retail tool.

At St James' Park, supporters can take part in the ‘Goalkeeper Challenge’, pictured below, a game that allows fans to attempt to save penalties from club captain Bruno Guimarães, while competing against others for the highest score.

The platform also features ‘Matchday Moment’, an AI-powered virtual try-on experience that enables supporters to see themselves wearing official Newcastle United kits and merchandise, encouraging greater product engagement and discovery.

Andy Rhodes, managing director, Lenovo UK & Ireland, said: “This collaboration with Intel, Invisionary Media and Newcastle United demonstrates how technology can fundamentally transform the fan experience. 

“By combining high-performance compute with real-time AI and immersive display innovation, we’re enabling physical spaces to become intelligent, data-driven environments. 

“This not only deepens engagement for supporters but also provides clubs and partners with measurable insight and clear commercial value, setting a new standard for how sport, technology and data come together.”

The system is powered by Intel’s AI technology and Lenovo’s ThinkStation P5 workstation, providing the processing power required to deliver real-time interactions and analytics.

A key feature of the platform is its ability to measure audience behaviour, including footfall, dwell time and engagement levels. 

The data is designed to help clubs, sponsors and retailers better understand how people interact with content and experiences.

Developers say the combination of AI, interactive experiences and real-time analytics creates new opportunities to generate revenue, improve fan engagement and deliver measurable returns from physical spaces such as stadiums and retail environments.

Mark Frost, global head of business development at Invisionary Media, added: “As a company headquartered in Newcastle, partnering with Newcastle United on one of the most exciting next-generation fan engagement deployments in sport is incredibly meaningful for us. 

“Together with Intel and Lenovo, we’re showing how immersive display technology can evolve beyond traditional signage into a revenue-driving engagement experience, blending retail, entertainment and real-time audience insight in a way that is genuinely future-facing.”

Mariya Zorotovich, general manager, consumer industries division at Intel, added: “AI at the edge is redefining how physical spaces engage and monetize audiences. 

“With Intel Xeon processors and our Open Edge Platform, this collaboration enables Newcastle United to transform matchday into an interactive, data-driven experience – driving deeper engagement and measurable outcomes.”

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.