Just in time for Friday's Opening Day, the Boston Red Sox have unveiled a new version of their mobile app At the Ballpark aimed at further enhancing The Fenway Park Experience.
the Boston Globe, the new and improved app will use iBeacon technology to beam offers and deals to iPhone users seated inside Fenway while they're watching the game. The app will allow the team to tie
offers to what's happening on the field, such alerting fans to deals on merchandise bearing the name of a player having a standout day.
The iBeacon features are on top of At The Ballpark's
existing offerings, which include mobile check-in, offers and other Red Sox-specific content.
The upgraded app is available through MLB.com and Apple's iTune Store. An Android version,
which does not feature the iBeacon deals, is available through Google Play.
Earlier this week, Fenway Sports Group, or FSG, announced it had hired SapientNitro to help craft its
digital strategy as part of an ongoing effort to reach a new generation of fans. In addition to the Red Sox, the deal covers the Liverpool Football Club, NASCAR's Roush Fenway Racing, the New England
Sports Network (NESN), and Fenway Sports Management.