MLBAM (Major League Baseball Advanced Media), the interactive media branch of North America's major baseball organization, is in the process of installing iBeacons in a host of stadiums across the continent. The San Francisco Giants is the latest club to implement the technology and is aiming to enhance the experience for fans at its AT&T Park by using the proximity sensors to push exclusive offers, seat upgrades and other information to Bluetooth-enabled Apple iOS7 devices.

iBeacon technology uses Bluetooth Low Energy and is built into iOS7. Retailers, proprietors and evidently major sporting organizations can put the technology to use by installing iBeacon transmitters on their premises and building proximity-related functions into their smartphone applications. If the user has the app installed on their phone and Bluetooth activated, the company can send information such as messages, promotions and offers to the phone's home screen when it comes within range of the iBeacon.

"Our top priority always has been to build technology to support our clubs and fans with an unrivaled experience in these world-class facilities," said Adam Ritter, Senior Vice President of Wireless at MLBAM. "The introduction of iBeacon services in our At The Ballpark app will be the latest evolution in this process, giving us another important platform to engage fans with their surroundings and to enjoy customized experiences through their iPhones."

The iBeacons were first installed in Petco Park, home of the San Diego Padres and Dodger Stadium, home to the Los Angeles Dodgers, in February of this year. A total of 20 clubs are set to implement and unveil the technology at their respective season Opening Days from March 31 and April 1.

In the case of the San Francisco Giants, this will include automatically checking fans into AT&T Park to receive offers and enable them to locate particular food vendors, upgrade seats, view game highlights and connect with the club's social media accounts.

Source: MLB, San Francisco Giants