In a move which promises to transform matchday experiences at Kingsholm, Gloucester Rugby has announced a new three-year partnership with Cheltenham-based Emerge Digital which it says is set to boost matchday attendance by 20 per cent.
The deal sees Emerge Digital sponsoring the Captain's Lounge – which Gloucester Rugby describes as one of its premier hospitality spaces – and installing one of the UK's first 'real-time AI sport photo experiences', where fans can generate high-quality branded images of themselves with the team.
The space will also act as a conferencing venue for businesses, charities and community groups, leveraging AI-driven enhancements to set 'a new benchmark for smart spaces in rugby'.
Emerge Digital and Gloucester Rugby have a longstanding relationship, with the firm having helped transform the digital infrastructure at Kingsholm as well as providing ongoing managed IT support, matchday assistance and cybersecurity, with this latest phase promising to 'redefine matchday experiences and deepen community engagement'.
Gloucester Rugby CEO, Alex Brown, said: 'Our fans want more than a great game – they want convenience, innovation and experiences that last beyond the final whistle.
'Partnering with Emerge Digital allows us to deliver that while opening doors for local businesses and community groups. This is about building a future-ready club that leads both on and off the pitch.'
Emerge Digital's CEO, Nigel Church, added: 'Gloucester Rugby has been a client of Emerge Digital for many years, during which time we’ve worked closely with the club as its infrastructure and technology have evolved to meet the demands of modern professional rugby.
'Building on that long-standing relationship, we’re proud to sponsor the club’s principal conferencing and hospitality space at Kingsholm Stadium.
'We’ve already invested significant time, effort and resources into elevating the experience within the lounge, including the introduction of an AI photo booth that adds a fun, interactive element for supporters on matchdays.
'Further enhancements are underway, with a continued focus on innovation and using technology to create memorable experiences both on and off the pitch.'
