Bringing one of the UK’s first real-time AI sport photo experiences to the professional game
Cheltenham-based technology leader, Emerge Digital, has announced the next chapter in its long-standing relationship with Gloucester Rugby, unveiling a three-year deal that promises to redefine matchday experiences and deepen community engagement for the club.
This latest agreement will extend the partnership to nearly a decade of working together, during which Emerge Digital has helped Gloucester Rugby transform its digital infrastructure, from installing a robust wired network and integrating big screens to relocating staff offices and upgrading team technology. This is all underpinned by ongoing managed IT support, matchday assistance, and cybersecurity solutions.
This next phase will see Emerge Digital and Gloucester Rugby both invest in the club’s premier hospitality space, the Captain’s Lounge, to boost attendance by 20% this season. Beyond matchdays, it will provide a tech and conferencing venue for local businesses, charities, and community groups.
Upgrades to the lounge include an AI Fan Photo Stand, one of the UK’s first real-time AI sport photo experiences, allowing fans to generate high-quality branded images of themselves with the Gloucester Rugby Team.
Future enhancements to the Captain’s Lounge will incorporate cutting-edge features designed to elevate the overall fan experience. These improvements include a visually impressive entrance, creating an immersive experience. Additional AI-driven features will continue to roll out throughout the season aimed at enhancing conference and corporate events held in the lounge, setting a new benchmark for smart spaces in rugby.
Nigel Church, CEO of Emerge Digital, which operates across the south west and south Wales, said: “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.
“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.
“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.”
Alex Brown, Gloucester Rugby CEO, added: “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.”
