Shell Energy Stadium, home of the Houston Dynamo FC and Houston Dash, has entered a multi-year partnership with Evolv Technologies to deploy AI-powered screening systems across all entry points at the venue. The deal makes Evolv a "Proud Partner" of the club and represents the latest example of how venue technology companies are becoming integral parts of the sports sponsorship ecosystem.
Eight Evolv Express units — the company's flagship concealed weapons detection system — have been installed at every public and staff entry point. The system uses advanced sensor technology and artificial intelligence to screen guests at walking pace, eliminating the bottleneck of traditional metal detectors and bag checks that have long frustrated stadium-goers.
More Than a Vendor Contract
What makes this deal noteworthy is its structure. This is not simply a procurement agreement — Evolv is positioned as a sponsor and partner, not just a vendor. The "Proud Partner" designation means Evolv receives brand visibility and association with the Dynamo and Dash brands, while Shell Energy Stadium gets a technology upgrade that improves its core product: the fan experience.
That distinction matters because it reflects an emerging model in sports sponsorship where technology providers exchange capabilities for brand exposure. Rather than paying cash for signage rights, companies like Evolv provide operational value — faster entry, better security, improved guest satisfaction — and receive sponsorship benefits in return.
This value-in-kind approach is particularly attractive for venue operators working with tight capital budgets. Instead of funding a major technology upgrade entirely out of pocket, Shell Energy Stadium converts the investment into a partnership that distributes costs and creates mutual benefit.
The Fan Experience Arms Race
Shell Energy Stadium's move comes as venues across professional sports are investing heavily in technology that reduces friction and improves the live event experience. The calculus is straightforward: in an era where fans can watch games on 75-inch screens with instant replays and no lines, the in-venue experience needs to justify the premium of attending in person.
Entry experience is one of the highest-impact friction points. Research consistently shows that the arrival experience — including parking, security screening, and initial wayfinding — disproportionately shapes overall fan satisfaction. A 45-minute security line before kickoff can undermine everything a venue does right once fans are inside.
Evolv's technology addresses this directly. By allowing fans to walk through screening at their natural pace rather than stopping, emptying pockets, and passing through metal detectors one at a time, the system can dramatically reduce entry times. Evolv claims its systems have screened over three billion people since 2019, and the technology has earned a U.S. Department of Homeland Security SAFETY Act Designation.
Houston's Moment
The timing is strategic for Houston specifically. The city is preparing for a significant period of major sports and entertainment events, including potential 2026 FIFA World Cup matches. Shell Energy Stadium's calendar includes not just Dynamo and Dash matches but international soccer, concerts, and community events — all of which benefit from streamlined entry operations.
For the Houston Dynamo FC, the partnership also serves a competitive positioning purpose within MLS. As the league continues its rapid growth trajectory — fueled by expansion, new stadium projects, and the approaching World Cup — clubs that invest in venue technology are building tangible competitive advantages in the fight for season ticket renewals and corporate hospitality sales.
The Venue Tech Sponsorship Category
Evolv's deal at Shell Energy Stadium is part of a broader trend that is creating an entirely new sponsorship category. Venue technology companies — including those in screening, cashless payment, mobile ordering, biometric access, and crowd analytics — are increasingly structuring their deployments as sponsorship partnerships rather than pure procurement.
This creates interesting dynamics for rights holders. A venue technology partner often delivers more tangible operational value than a traditional sponsor paying the same rate for signage. The technology partner improves the product; the signage partner simply advertises alongside it. As platforms like SponsorFlo.ai help properties evaluate sponsorship opportunities, the ability to quantify operational value alongside brand value becomes increasingly important.
For technology companies, the model is equally attractive. Sports venues offer high-visibility deployments that serve as reference installations for the broader market. Evolv's partnership with Shell Energy Stadium is not just about Houston — it is a case study the company can use to sell into hundreds of other venues, arenas, and event spaces.
What to Watch
The venue tech sponsorship model is still maturing, and several questions remain. How do rights holders value technology contributions versus cash sponsorships? How do exclusivity clauses work when the "sponsor" is also an operational vendor? And how do these deals interact with broader venue naming rights and category exclusivity agreements?
What is clear is that the traditional line between vendor and sponsor is blurring rapidly. The most forward-thinking properties are recognizing that technology partnerships can deliver both operational improvement and sponsorship revenue — and the companies that can provide both are commanding premium positioning in an increasingly competitive market.
Shell Energy Stadium's deal with Evolv is a clean example of where venue sponsorship is heading: partners that make the experience better, not just more visible.
