On the 12th August, I went to my first baseball game. New York Yankees Vs. Los Angeles Angels at the colossal Yankees stadium. I cannot recall the previous time when I have left a sports game with no recollection of the score. I could not even hazard a guess what the score was and can only remember that Alex Rodriguez played because of the roar of boos as he entered the stadium as a result of his latest drug scandal. What I can remember, however, is the songs, the advertising and the endless amount of in-game entertainment focused entirely on the crowd creating a dynamic and exaggerated fan experience.

Every effort is made to immerse the 50,000 strong crowd into an experience that is about much more than watching a sporting contest. It almost takes away from the game itself. As a fan, you are there to get your face on the big screen as much as you are to cheer on your team. In between innings fans are bombarded with different engagement opportunities. Whether it’s ‘who is that baby?’, dancing along to YMCA or flexing your muscles to the Rocky theme tune, it seemed that every member of the crowd appeared on the big screen at some point. And as you wait for your turn to feature, you forget the whole purpose you are there — to watch sport. Many of the games and interactions have no relevance to the players, team or even Baseball. It almost takes away from watching live sport.

At the Yankees stadium the fans are just as important as the players. That sounds fantastic, but I can guarantee it would not work in England. Using digital to enhance the fan experience is great. Using big screens to broadcast live fan reactions, up-to-date Twitter feeds and creative digital campaigns is brilliant, but if it is not providing a relevant purpose within the sporting domain, just how good is it?

I am confident that you could go to a Baseball game, not watch a second of the action on the field, and still enjoy your experience. But, what if you are a Yankees fan who goes week in, week out to watch the talent of the players on the field and the intricacies of what is a highly skilful game? I would hate it. In fact, I would rather watch the game from home where I would not be distracted with irrelevant content. Understandably, the leisurely pace of the sport allows for you to take your mind off the game slightly. It is different to football (both American and ‘soccer’), but this doesn’t mean that your mind should be allowed to wander from the action entirely.

Alternatively, the use of smart phones and social media is fantastic. The Americans have got it just right. Apps that allow you to order food to your seat, look at a map of the ground, watch in-game replays and to get all the stats and data you need as a player steps up to the plate is ideal. As a real baseball fan, that is what you want to do in between innings, not watch a screen showing a fake race between two subway trains to guess which one wins.

For sponsors, the competition is fierce. It is about who can get the best ‘game’ and ultimate level of fan engagement. In doing so, some forget the environment they are involved in. This is not to say sports stadiums and events should not have a high level of advertising and branding, but it should be more subtle and relevant. Brands should be intelligent.

Other than the occasional monotone ring of ‘Let’s go Yankees, let’s go’, the crowd were quiet (perhaps deafened by the ringing of songs blasted around the ground). This is a sports arena… and sport is what it should be about. Perhaps this is just the difference between an American and English sporting fixture. Still, when I go to watch live sport I want to watch the action, not the big screen.