Lenovo-Newcastle United F.C. data-driven matchday experience deal

Article posted by Coliseum, June 19^th, 2026

Image: Lenovo

The global technology powerhouse Lenovo, in collaboration with Invisionary Media and Intel, recently announced the launch of a next-generation immersive fan engagement platform with the Premier League team Newcastle United Football Club (UK) designed to drive new revenue through immersive retail experiences and deliver measurable audience insight across stadium and retail environments.

The collaboration will help the Newcastle United F.C. turn matchday into an immersive-data-driven experience.

High-impact Engagement

‘Lenovo StoryHub’ stated that at the center of the platform is Invisionary Media’s flagship LUX-75, an Artificial Intelligence (AI)-powered interactive display designed to deliver immersive, high-impact engagement in public spaces. It represents an evolution of traditional digital signage combining immersive fan engagement with new opportunities for retail interaction and revenue generation.

Morrisville (US)-based Lenovo is an US$83 billion revenue global technology powerhouse serving millions of customers every day in 180 markets. Guided by its vision of ‘Smarter Technology for All’ Lenovo is executing a hybrid AI strategy that spans Personal AI – one personal AI, multiple devices and Enterprise AI – helping the customers turn data into insights and value. This strategy is delivered through the group’s commitment to world-class innovation and a full-stack AI portfolio including devices.

Invisionary Media, a division of Aircards Studio, is redefining digital out-of-home through AI-powered interactive displays and immersive media experiences. Built around its flagship LUX-75 Invisionary combines real-time AI, Augmented Reality (AR), spatial interaction, and intelligent analytics to transform high-footfall environments into engaging, measurable and revenue- driving destinations. From retail and hospitality to airports, events and public venues, Invisionary Media helps brands turn passive screens into immersive consumer experiences.

Santa Clara (US)-based Intel’s mission is to shape the future of technology to help create a better future for the entire world, that’s the power of Intel Inside. With more ingenuity and creativity inside their work is at the heart of countless innovations. From major breakthroughs to things that make everyday life better –they’re all powered by Intel technology.

The Newcastle United Football Club is a professional association football club based in Newcastle upon Tyne, Tyne and Wear, England (UK). The club competes in the Premier League, the top tier of English football.

The St. James’ Park is a football stadium in Newcastle upon Tyne, England (UK). It is the home of the Newcastle United F.C. With a seating capacity of 52,264 it is the ninth-largest football stadium in England.

‘Goalkeeper Challenge’

‘Lenovo StoryHub’ further stated that at the Newcastle United F.C. the platform is being brought to life through a series of interactive fan experiences designed to turn passive spectators into active participants. The supporters can step up to the ‘Goalkeeper Challenge’, a gesture-controlled game where the fans attempt to save penalties from the Newcastle United F.C. captain Bruno Guimarães in real time and compete for high scores.

‘Matchday Moment’

Alongside this is ‘Matchday Moment’, an AI-powered virtual try-on experience where the fans can see themselves wearing official Newcastle United kits and merchandise. The display becomes an interactive retail touchpoint that drives product discovery, deeper merchandise engagement and stronger purchase intent.

Underpinning the experience is Intel’s advanced hardware and AI software stack. The system is powered by the Intel Xeon W5-2565X Processor delivering the performance required to handle realtime processing and high-throughput data capture.

Audience Engagement

The Intel Open Edge Platform supports the delivery of the platform’s realtime analytics layer helping optimize audience engagement by enabling precise detection of presence, movement and interaction to deliver rich sales behavioral insight and measurable engagement data.

Stadium Environments

This capability is delivered through Lenovo’s ThinkStation P5 acting as the central compute device within each display unit. Engineered for performance-critical workloads the ThinkStation P5 ensures seamless execution of AI-driven interactions and realtime content in demanding stadium and retail environments.

Within the platform the Invisionary Media’s Real-World Analytics system captures and measures every fan interaction, from footfall and dwell time to behavioral engagement and demographics. It enables the clubs and the partners to optimize performance, quantify audience value and directly link engagement to revenue outcomes.

Fan Engagement Benchmark

By combining Intel’s AI platform Lenovo’s high-performance compute infrastructure and Invisionary Media’s LUX-75 this deployment sets a new benchmark for fan engagement turning the physical spaces into intelligent, interactive environments that deliver measurable performance and clear Return on Investment (ROI).

‘Data-driven Environments’

Commenting on the new platform, Andy Rhodes, Managing Director, Lenovo UK and Ireland, said, “This collaboration with Intel, the Invisionary Media and the Newcastle United demonstrates how technology can fundamentally transform the fan experience. By combining high-performance compute with realtime AI and immersive display innovation we’re enabling physical spaces to become intelligent, data-driven environments. This not only deepens engagement for the supporters but also provides the clubs and the partners with measurable insight and clear commercial value thus setting a new standard for how sport, technology and data come together.”

‘Engagement Experience’

In addition, Mark Frost, Global Head of Business Development, Invisionary Media, said, “As a company headquartered in Newcastle partnering with the 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 the 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.”

‘Monetizing Audiences’

Maintained Mariya Zorotovich, General Manager (GM), Consumer Industries Division, Intel, “AI at the edge is redefining how the physical spaces engage and monetize the audiences With Intel Xeon processors and our Open Edge Platform this collaboration enables the Newcastle United F.C. to transform matchday into an interactive, data-driven experience – driving deeper engagement and measurable outcomes.”

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