First Direct Arena ‘Bold’ 5G fans’ experience



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Leeds’ First Direct Arena as the UK’s first 5G neutral host arena Image: First Direct Arena & ASM Global

The venue management company ASM Global has announced Leeds’ First Direct Arena as the United Kingdom’s first 5G neutral host arena.

‘IQ’ stated that designed and installed by Boldyn Networks, the new 5G multicarrier wireless network promises to “revolutionize” the visitor experience for fans attending events at the 13,000-capacity building, while streamlining operations and commercial activity within the venue.

Los Angeles (US)-based ASM Global is the world’s leading venue management company and producer of live event experiences. ASM Global is the pre-eminent management and content partner with over 350 venues worldwide. Operating and investing in the world’s most important stadiums, arenas, convention centers, and theaters requires unmatched dedication and the most profound expertise.

The 13,781-capacity First Direct Arena is an entertainment-focused indoor arena located in the Arena Quarter of Leeds, West Yorkshire, England (UK). It is the first in the United Kingdom to have a fan-shaped orientation. The Arena officially opened on September 4th, 2013 with the British singer Sir Elton John playing to an audience of 12,000.

‘IQ’ further stated that ASM says benefits for fans will include enhanced ticketing processes, more efficient entry and navigation around the venue, plus faster browsing and ordering from the range of food and beverage (F&B) options.

Sponsors can also leverage this enhanced network to offer exclusive promotions and experiences, fostering stronger connections with their target audience.

Stated Chris Bray, Executive Vice-President (EVP) Europe at ASM Global, “At ASM Global, we are continually striving to elevate the experience for all of our guests, and collaborating with innovative partners helps us keep our finger on the pulse. Soon, guests at the First Direct Arena in Leeds will be able to experience live entertainment with complete connectivity, and not only that, there’ll also be vast improvements operationally, with high-speed 5G allowing our team on the ground to be even more agile in a fast- paced environment.”

The neutral host network model, implemented by the Boldyn Networks, is designed to allow all four mobile network operators in the United Kingdom to join onto the network, minimizing equipment and power usage and contributing to a more sustainable and efficient means of delivering reliable mobile connectivity to the customers. 5G service will be rolled out as the mobile network operators connect to Boldyn’s neutral host network.

London (UK)-based Boldyn Networks delivers the advanced shared network infrastructure needed for a smart, inclusive and sustainable future. From interconnected transport to venues, and enterprises to smart cities, Boldyn Networks enable new possibilities in the way people live, work and play.

Added Paul Osborne, Chief Commercial Officer, UK and Ireland at Boldyn Networks, “We are incredibly proud to collaborate with the First Direct Arena on this pioneering project. The launch of the United Kingdom’s first 5G neutral host arena represents a significant leap forward in delivering seamless, high-speed connectivity for both the fans and the venue operators. This collaboration highlights our shared commitment to working with venues, including through our partnership with the ASM Global, to revolutionize the visitor experience and set a new standard for connectivity in entertainment venues.”

The upcoming shows at the First Direct Arena, which is celebrating its 10th anniversary this year, include the English heavy metal band Iron Maiden, the American rock band The National, the Canadian singer-songwriter Shania Twain, the English rock band New Order, and the American rock band Fall Out Boy.

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