For baseball fans, the long cold winter is almost over. Pitchers and catchers start reporting for spring training this Thursday (Feb 6th).

While the teams limber up in their spring training homes, the Major League Parks are making some major new additions, deploying thousands of iBeacons (20 parks participating, 100 Qualcomm iBeacons each).

The iBeacons will work with primarily with MLB’s At The Ballpark app, demonstrated at Citi Field last fall. The app should be updated by Opening Day with iBeacon support.

Functionality will vary by ballpark, with individual teams having significant input and control over what users will see. There are a number of potential use cases including point of interest information, concessions, loyalty and rewards programs, shopping, and more. Specific scenarios have yet to be determined for each ballpark and teams will share more information as it gets closer to Opening Day.

The use of iBeacons opens up so many possibilities. They can help a fan find their seat, or point them to the nearest concession stand that sells the specific item they are looking for. Less wandering, more efficiency. This helps streamline the crowds, makes the fan experience better. Though I don’t see being able to get a specific vendor to come to my section in the cheap seats, I do see a day when I can find the hot dog/beer vendor, know when they are going to come to my section. There’s value there.

However, there is a significant revenue opportunity to be found. iBeacons allow fans to signal their intent, whether it’s browsing for merchandise, looking for food or something else. It allows ball clubs to be more proactive at fulfilling fan needs and “it’s better for you as a fan”. At The Ballpark already includes a loyalty and rewards component, but with iBeacons, clubs could proactively send a push notification to fans thanking them for their tenth visit to the ballpark and directing them to a nearby concession stand for a free hot dog.

The article is a great read. Baseball!