Milwaukee Brewers to Implement Facial Recognition Entry System

The new system will be installed at two of the stadium’s gates, with the stated goal of streamlining the entry process and reducing wait times for fans. Notably, the facial recognition system will be optional, with traditional entry methods and express lanes remaining available for those who prefer conventional access methods or carry small bags.

The implementation follows similar deployments at other sports venues globally. For instance, Cyprus announced plans to implement facial recognition technology at its sports stadiums, and the technology has been deployed at venues like Tottenham Hotspur Stadium.

Along with the biometric entry system, the Brewers are introducing other facility improvements, including a new dedicated rideshare lot designed to improve post-game transportation logistics for fans using ride-hailing services.

The implementation of facial recognition technology in public venues has recently faced increased scrutiny from privacy regulators. The Department of Homeland Security is currently investigating the TSA’s expanding use of facial recognition technology at airports, highlighting ongoing debates about privacy implications and data security in biometric implementations.

While specific details about data handling and privacy protections for the Brewers’ system have not been disclosed, the optional nature of the technology appears to align with growing awareness of privacy concerns in biometric implementations. Recent regulatory actions, such as the Italian privacy regulator’s preemptive prohibition of certain facial recognition uses, underscore the importance of proper data protection measures in biometric systems.

The facial recognition system is scheduled to be operational for the 2025 season, though an exact implementation date has not been specified.