The AFL has announced today that Marvel Stadium will become the first venue in the Southern Hemisphere to introduce Amazon’s Just Walk Out technology for checkout-free purchases. The move will modernise the stadium’s food and beverage offering, giving fans the ability to grab food and drink and get back to the game faster, thanks to a frictionless shopping experience.
The new technology will be available at two outlets known as ‘The Runner’—one food and beverage and one bar—in time for the early rounds of the 2023 Toyota AFL Premiership Season. Fans will simply use their credit or debit card, or mobile wallet payment option at entry, collect their items, and leave the store without having to wait in line to checkout. In the time it takes for a goal break, a Marvel Stadium fan will be able to get the refreshments they need without missing any of the action.
Just Walk Out technology is made possible by artificial intelligence like computer vision and deep learning techniques, including generative AI, to accurately determine who took what in any retail environment. Amazon built synthetic datasets to mimic millions of realistic shopping scenarios—including variations in store format, lighting conditions, and even crowds of shoppers—to ensure accuracy in any environment.
The technology is currently in use at sports venues across the U.S., including TD Garden, home of the Boston Celtics (NBA) and Boston Bruins (NHL), and Climate Pledge Arena, home of the Seattle Kraken (NHL).
Fans purchasing alcohol will be required to show their ID to a store attendant for age verification.
Kylie Rogers, AFL EGM Customer and Commercial, said the new technology enhances the stadium’s vision to be the most technically advanced stadium in the country.
“We are continually looking at new ways to innovate and modernise our fan experience, and we know everyone will love the fast, convenient experience that Amazon’s Just Walk Out technology will deliver. Ultimately, this is about the fans, bringing them a next-generation stadium experience so they can spend more time enjoying the footy.”
Rob Pickering, AFL GM Technology, said, “We are excited to collaborate with Amazon and bring the technology to Australia, a first for any venue in the Southern Hemisphere.”
Dilip Kumar, Vice President of AWS Applications, said, “It’s a big day for our Just Walk Out technology as we announce our first implementation in the Southern Hemisphere with two major Australian sporting institutions—AFL and Marvel Stadium. We’re proud to bring our convenient checkout experience to fans across the globe so they can get what they need and get back to their seats faster, never missing a moment of the game.”
The project is supported by Marvel Stadium’s food and beverage partner Delaware North and the stadium’s Technology partner Telstra.
Gary Brown, Managing Director at Delaware North, said: “Delaware North is always looking to implement technology solutions that are easy to use and improve speed of service for our guests. To that end, we are thrilled to collaborate with Amazon to use their Just Walk Out technology at Marvel Stadium. These stores will deliver a fast, frictionless experience, helping to eliminate queues and get fans back to their seats faster than ever.”
Nathan Gumley, Telstra Group Owner Energy, Home and Entertainment, said: “We’re proud of our ongoing role to make Marvel Stadium one of the most technologically advanced stadiums and entertainment precincts in the southern hemisphere. Our strategic partnerships with global leaders like AWS, combined with our video analytics, augmented reality and wayfinding solutions – underpinned by our leading 5G network and edge computing – are all helping to create more immersive fan experiences.
For further information on the technology, visit justwalkout.com.
