Brewers Introduce Facial Recognition for Faster Entry at American Family Field

MILWAUKEE, Wis (Civic Media) – The Milwaukee Brewers are introducing a new facial recognition entry system for their home opener against the Kansas City Royals on March 31.

The “Go-Ahead Entry” system isn’t required for entry, but can be used to speed things up if you want. It will be available at American Family Field’s Home Plate West and Third Base gates. The aim is to expedite entry by combining security screening with facial authentication. The system was in place at several other MLB ballparks last year.

MLB introduces Go-Ahead Entry technology —a cutting-edge facial authentication system designed to revolutionize fan entry at ballparks.

This free-flow, hands-free solution lets fans keep their eyes up and hands empty as they breeze through gates.

Here’s how it works:

1)… pic.twitter.com/56lDUXw9Mu

— SprintsSc_ (@Sprints_) March 24, 2025

Karri Zarembo, MLB senior vice president of ballpark experience, says the system converts a selfie taken through the MLB Ballpark app into a unique numerical token. The process throws out the image and doesn’t save it, that’s meant to ensure privacy.

Fans can register through the app or at the gate. Only one person per group needs to enroll, provided they have the tickets on their account. All fans will still undergo security screening.

The Brewers are also introducing “Express Lanes” at all gates for guests without bags or with bags 9″ x 5″ x 2″ or smaller.

First pitch is at 1:10pm on Monday. You can listen to the games on several Civic Media station. Find one here.