You can get into Milwaukee Brewers games at American Family Field using facial authentication. Here's how it works and what to know

[ASFN Admin]

American Family Field is adding facial authentication technology that it says will speed up ballpark entry.

MLB Go-Ahead Entry — a facial authentication-based ticket validation system — will be available at two gates this season, said Karri Zaremba, MLB senior vice president of ballpark experience and ticketing.

"MLB Go-Ahead Entry enables fans to enjoy an eyes-up, hands-free way to enter the ballpark," Zaremba said at a media event Tuesday. "It's unique in that it doesn't require a fan to physically stop or get their phone out to scan a ticket ― or to interact with any kind of screen. They can simply walk straight in without even breaking stride."

She added that the technology offers a welcoming, "VIP-type of experience" because gate attendants can greet fans by name.

Go-Ahead Entry is voluntary, Zaremba said. Fans will continue to be able to enter the ballpark with scannable tickets, if that's their preference. You must be 18 or older to opt into facial authentication.

Here's what to know about the new technology, where to find it in the ballpark and how to use it:

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Where is MLB Go-Ahead Entry facial authentication technology at AmFam Field?​

In 2025, MLB Go-Ahead Entry will be offered at American Family Field's Home Plate West and Third Base gates. More gates may be added in future seasons, depending on fan feedback.

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How does MLB Go-Ahead Entry facial authentication technology work?​

To use Go-Ahead Entry, fans can register and submit a live selfie in the MLB Ballpark app. There's an option to enroll in Go-Ahead Entry on the app's home screen.

You can opt into Go-Ahead Entry by following these steps:

1. Download the latest version of the MLB Ballpark app, and ensure your tickets to the upcoming game are on your MLB Ballpark app account.
2. Capture a selfie to enroll in Go-Ahead Entry. You only have to enroll once to use Go-Ahead Entry at any participating ballpark.
3. Once at the ballpark, head to a designated Go-Ahead Entry lane. Proceed through security and then enter Go-Ahead Entry hands-free; you don't need to stop or get your phone out.

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Before having your ticket authenticated with Go-Ahead Entry, you must still walk through a metal detector, empty your pockets and have any bags inspected. After these security measures, you will walk past a facial authentication machine and then into the ballpark.

If you're going to the game with a group, only one member of your party needs to be enrolled in Go-Ahead Entry for your entire group to enter via facial authentication, Zaremba said.

The system "looks not only to validate that you are enrolled for Go-Ahead Entry but at how many valid tickets you have on your account," she said. "So, if you have multiple, then it will enable your whole party to enter at the same time. Only one person needs to be enrolled in Go-Ahead Entry, and they need to have the tickets on their account."

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What about privacy and safety of MLB Go-Ahead Entry?​

According to the Brewers, Go-Ahead cameras will capture your biometric data to create a unique numerical token associated with you. The footage, including any facial scans, will be deleted shortly thereafter. The unique numerical token will be retained and associated with your MLB account.

Fans can unenroll from Go-Ahead Entry at any time by navigating to their MLB account profile in the Ballpark app, selecting the "MLB Go-Ahead ID" link and following the steps to unenroll in Go-Ahead Entry.

What is MLB Go-Ahead Entry?​

Developed by Major League Baseball, Go-Ahead Entry was rolled out after three years of development, Zaremba told USA TODAY last year. Zaremba said Tuesday that the app was developed with feedback from fans.

Go-Ahead Entry was initially implemented at one gate in Philadelphia's Citizens Bank Park in 2023 and then expanded to multiple gates there. In 2024, the system expanded to seven ballparks. In 2025, nine ballparks, including American Family Field, plan to use the technology in some capacity.

"Across the seven MLB clubs that used it last season, Go-Ahead Entry was 2.5 times faster than traditional lanes ...," Zaremba said. "Of the returning clubs, the majority of them are actually expanding the program to more gates and more lanes."

This isn't the first major technological innovation American Family Field has introduced recently. On Opening Day 2024, the stadium debuted a QR-code-based parking payment system that relies on license plate recognition technology and is integrated with the MLB Ballpark app.

The parking system, created in collaboration with a Milwaukee-based parking company, was temporarily suspended after connectivity issues on Opening Day. The new parking system returned in August after undergoing improvements and successful tests.

When asked, Brewers senior vice president of stadium operations Steve Ethier said fans shouldn't worry about Go-Ahead Entry creating similar issues.

"It's been used throughout Major League Baseball ... at other parks for the past year or two, and it's been successful in other parks," he said. "It should be successful here, as well."

More: The Milwaukee Brewers' Opening Day and home opener are near. Here's what to know, including Bob Uecker tribute plans

More: What'll be new at American Family Field this Brewers season: A food truck park and entry via face authentication

Journal Sentinel reporter Hannah Kirby contributed to this report.

This article originally appeared on Milwaukee Journal Sentinel: What to know about Brewers' Go-Ahead Entry facial authentication tech

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