The Milwaukee Brewers have announced the implementation of a new facial recognition entry system at American Family Field, set to debut at their home opener against the Kansas City Royals on March 31, 2025. The “Go-Ahead Entry” system aims to streamline stadium access by allowing fans to enter without presenting physical tickets or mobile devices.
The biometric system, developed through an MLB partnership, represents a significant advancement in stadium entry technology. Fans can enroll by taking a selfie through the MLB Ballpark app, which converts the image into a secure numerical token before discarding the original photo.
The Brewers’ implementation follows successful deployments at other MLB venues, including Kansas City’s Kauffman Stadium and Tampa Bay’s Tropicana Field. The Brewers will become one of nine MLB teams using this technology for the 2025 season, up from seven teams in the previous year.
Addressing privacy concerns, MLB Senior Vice President Karri Zaremba explained: “The way we designed MLB Go-Ahead Entry was with fan safety and security top of mind. We don’t store any images of fans in our system. So it’s truly a secure system.”
The technology will be available for baseball games and select concerts and special events using the same ticketing system. This implementation follows the Brewers’ successful rollout of frictionless parking last season, marking another step in the team’s efforts to enhance the fan experience through technology.
March 26, 2025 – by the ID Tech Editorial Team
