The Milwaukee Brewers have implemented a new facial authentication system called Go-Ahead Entry at American Family Field, designed to streamline the stadium entry process for fans. The technology allows ticketholders to enter the venue using facial recognition, eliminating the need for physical or mobile tickets. The implementation follows a broader trend of biometric access control at sports venues, which has gained momentum in recent years.
The system, available at the home plate west and third base gates, enables fans to enroll through the MLB Ballpark app by taking a selfie. The image is converted into a unique numerical token and then discarded, with no facial images retained in the system – a security approach common among modern biometric implementations that prioritize privacy. The enrollment process is voluntary and available to fans 18 and older.
“The process takes seconds to enroll and seconds to enter,” said Steve Ethier, Vice President of Stadium Operations. The system allows fans to walk through screening without divesting items, while cameras authenticate their identity and automatically scan their tickets.
For group entry, only one person needs to be enrolled in Go-Ahead Entry if they have all tickets on their account. The feature enables entire families or groups to enter efficiently without individual phone or ticket checks.
“Fan safety and security were top of mind when developing this technology,” said Senior Vice President Karri Zaremba. The MLB has partnered with a technology group for the facial authentication component, while the league office developed other aspects in-house in collaboration with various clubs. The approach to privacy and security matches best practices seen in other large-scale biometric implementations where personal data protection is crucial.
The facial authentication system is part of broader infrastructure improvements at American Family Field. These include new broadcast cabling, renovation of the club-level kitchen area and bathrooms, and replacement of freezer and refrigeration equipment. A winterization project, scheduled to begin after the 2025 baseball season, will enable year-round large-scale events.
The Brewers have also established a new broadcast partnership with the FanDuel Sports Network, making games available across major cable networks, satellite, and streaming platforms including the FanDuel Sports Network app and Amazon Prime.
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