Emerge Digital extends Gloucester Rugby tech tie-up

Emerge Digital has signed a new three-year partnership with Gloucester Rugby, extending a relationship that now spans nearly a decade. The renewed deal adds a focus on hospitality, conferencing, and in-venue technology at Kingsholm Stadium.

The agreement centres on the club's principal hospitality area, formerly the Captain's Lounge, now rebranded as the Emerge Digital Captain's Lounge. A programme of in-season upgrades is planned, including an AI-based fan photo installation billed as one of the UK's first real-time AI sports photo experiences in the professional game.

Stadium Technology

In recent years, Emerge Digital has delivered a range of technology projects for Gloucester Rugby, including a wired network installation, big-screen integration, and upgrades to team technology. The work has also covered staff office relocation, plus ongoing managed IT support, matchday assistance, and cybersecurity services.

The next phase shifts attention to Kingsholm's hospitality and events offering. The partners plan to invest in the lounge and are targeting a 20% increase in attendance this season.

Gloucester Rugby hosts matches at Kingsholm and uses the venue for non-matchday activity. Under the updated plans, the lounge will also operate as a conferencing and technology venue for local businesses, charities, and community groups.

AI Photo Stand

A key addition is an AI Fan Photo Stand in the lounge, allowing supporters to generate branded images of themselves with the Gloucester Rugby team in real time.

The photo experience is part of a broader set of upgrades planned for the hospitality area. Improvements include a redesigned entrance designed to create a more immersive arrival experience. Further AI-driven features are scheduled to roll out during the season for conference and corporate events held in the lounge.

Technology suppliers have increasingly targeted stadium hospitality areas as clubs seek new revenue streams beyond ticket sales and traditional sponsorships. Gloucester's approach also reflects a broader push across professional sport to leverage fan data, digital services, and in-venue experiences within matchday operations. Financial terms of the three-year agreement were not disclosed.

Nigel Church, chief executive officer at Emerge Digital, said the deal continues a relationship that has covered infrastructure, software, and matchday support.

"Gloucester Rugby has been a client of Emerge Digital for many years, during which time we've worked closely with the club as its infrastructure and technology have evolved to meet the demands of modern professional rugby. Our partnership has spanned connectivity, application development, and data reporting, supporting both day-to-day operations and initiatives designed to enhance the supporter experience," Church said.

He added that the partnership now includes naming rights for the hospitality and conferencing space.

"Building on that long-standing relationship, we're proud to sponsor the club's principal conferencing and hospitality space at Kingsholm Stadium. Formerly the Captain's Lounge, the space is now known as the Emerge Digital Captain's Lounge," Church said.

"We've already invested significant time, effort, and resource into elevating the experience within the lounge, including the introduction of an AI photo booth that adds a fun, interactive element for supporters on matchdays. Further enhancements are underway, with a continued focus on innovation and using technology to create memorable experiences both on and off the pitch."

Community Use

Alex Brown, chief executive officer at Gloucester Rugby, said the development is part of a broader effort to improve matchday services while expanding the stadium's use for the local area.

"Our fans want more than a great game - they want convenience, innovation, and experiences that last beyond the final whistle. Partnering with Emerge Digital allows us to deliver that while opening doors for local businesses and community groups. This is about building a future-ready club that leads both on and off the pitch," Brown said.

Emerge Digital operates across the South West of England and South Wales, providing managed IT and cybersecurity services, as well as cloud infrastructure and software projects. For Gloucester Rugby, the new partnership combines that service mix with a more visible stadium presence through lounge branding and matchday fan installations.

Additional AI-driven features for the Emerge Digital Captain's Lounge are expected to roll out during the season, alongside changes to the entrance area and the conference and events set-up.