Lenovo, in collaboration with Invisionary Media and Intel, have announced the launch of a next-generation immersive fan engagement platform with Newcastle United Football Club (NUFC), designed to drive new revenue through immersive retail experiences and deliver measurable audience insight across stadium and retail environments.

At the centre of the platform is Invisionary Media’s flagship LUX-75, an AI-powered interactive display designed to deliver immersive, high-impact engagement in public spaces. It represents an evolution of traditional digital signage, combining immersive fan engagement with new opportunities for retail interaction and revenue generation.

At Newcastle United, the platform is being brought to life through a series of interactive fan experiences designed to turn passive spectators into active participants. Supporters can step up to the “Goalkeeper Challenge,” a gesture-controlled game where fans attempt to save penalties from Newcastle United captain Bruno Guimarães in real time and compete for high scores.

Alongside this is “Matchday Moment”, an AI-powered virtual try-on experience where fans can see themselves wearing official Newcastle United kits and merchandise. The display becomes an interactive retail touchpoint that drives product discovery, deeper merchandise engagement and stronger purchase intent.

Underpinning the experience is Intel’s advanced hardware and AI software stack. The system is powered by the Intel Xeon W5-2565X Processor, delivering the performance required to handle real-time processing and high-throughput data capture.

Intel Open Edge Platform  supports the delivery of the platform’s real-time analytics layer, helping optimize audience engagement by enabling precise detection of presence, movement and interaction to deliver rich sales behavioural insight and measurable engagement data.

This capability is delivered through Lenovo’s ThinkStation P5, acting as the central compute device within each display unit. Engineered for performance-critical workloads, the ThinkStation P5 ensures seamless execution of AI-driven interactions and real-time content in demanding stadium and retail environments.

Within the platform, Invisionary Media’s Real-World Analytics system captures and measures every fan interaction, from footfall and dwell time to behavioural engagement and demographics. It enables clubs and partners to optimise performance, quantify audience value and directly link engagement to revenue outcomes.

By combining Intel’s AI platform, Lenovo’s high-performance compute infrastructure and Invisionary Media’s LUX-75, this deployment sets a new benchmark for fan engagement, turning physical spaces into intelligent, interactive environments that deliver measurable performance and clear ROI.

Commenting on the new platform, Andy Rhodes, Managing Director, Lenovo UK & Ireland, said: “This collaboration with Intel, Invisionary Media and Newcastle United demonstrates how technology can fundamentally transform the fan experience. By combining high-performance compute with real-time AI and immersive display innovation, we’re enabling physical spaces to become intelligent, data-driven environments. This not only deepens engagement for supporters but also provides clubs and partners with measurable insight and clear commercial value, setting a new standard for how sport, technology and data come together.”

In addition, Mark Frost, Global Head of Business Development, Invisionary Media said: “As a company headquartered in Newcastle, partnering with Newcastle United on one of the most exciting next-generation fan engagement deployments in sport is incredibly meaningful for us. Together with Intel and Lenovo, we’re showing how immersive display technology can evolve beyond traditional signage into a revenue-driving engagement experience, blending retail, entertainment and real-time audience insight in a way that is genuinely future-facing.”

Mariya Zorotovich, General Manager, Consumer Industries Division, Intel said: “AI at the edge is redefining how physical spaces engage and monetise audiences With Intel Xeon processors and our Open Edge Platform, this collaboration enables Newcastle United to transform matchday into an interactive, data-driven experience—driving deeper engagement and measurable outcomes.”

About Invisionary Media

Invisionary Media, a division of Aircards Studio, is redefining digital out-of-home through AI-powered interactive displays and immersive media experiences. Built around its flagship LUX-75, Invisionary combines real-time AI, Augmented Reality, spatial interaction and intelligent analytics to transform high-footfall environments into engaging, measurable and revenue-driving destinations. From retail and hospitality to airports, events and public venues, Invisionary Media helps brands turn passive screens into immersive consumer experiences.