Introducing TourGuide+ — The Next Level of Stadium Tours
We’re proud to announce the launch of TourGuide+, a first-of-its-kind solution that enhances stadium tours in a whole new way and without ever replacing the real tour guide.
Tour guides in sports stadiums are more than storytellers. They are passionate fans with a deep connection to the club and its history. Their accents, stories and lived experiences echo the stadium itself, bringing authenticity and emotion that technology alone could never replicate. They are vital to keeping the soul of the stadium alive.
TourGuide+ is designed to honour that role while modernising tours for today’s audiences. A live guide continues to lead the experience, supported by Imagineear’s lightweight, durable devices, the Sonato or Maestro. These devices unlock deeper storytelling, from iconic match moments and archive footage to interactive games and behind-the-scenes spaces normally out of reach.
As clubs welcome a growing global audience, TourGuide+ delivers seamless multilingual, fully visual and inclusive content (including sign language) allowing every visitor to follow the same guide in their own language. On-screen prompts support tour flow and wayfinding, while optional content lets visitors explore without disrupting the guide’s narrative.
Built in close collaboration with these tour guides, TourGuide+ strengthens authenticity, showcases club heritage, and creates new opportunities for engagement, sponsorship, and revenue - all through a bespoke experience tailored to each venue.
TourGuide+ empowers the guides and enhances the visitor experience through our devices.
Our American Team Grows: Alexandra Krueger Joins Imagineear
We are pleased to announce that Alexandra (Alex) Krueger has joined Imagineear as Senior Project Manager.
Alex has a wealth of experience and a powerful educational background that is a collaboration of art history and business, bridging creative vision with practical execution. Her resume is impressive as well as extensive, with a decade experience shaping visitor-centered interpretive experiences at major cultural institutions. What a perfect fit with Imagineear!
Most recently Alex served as Director of Museum Administration at the New York Historical where her work spanned overseeing budgets, collaborating on major exhibitions and more. She ensured digital interpretation was fully integrated across the organisation, including the institution’s guide on Bloomberg Connects. Throughout her career, Alex has consistently aligned technological innovation with mission-driven storytelling, expanding access to history both within museum walls and beyond.
Alex is deeply passionate about museums as spaces for education, inspiration and community connection. She was also a 2025Women inPower Fellow at 92NY, a cross-sector leadership programme supporting women leaders through mentorship, professional development, and peer collaboration.
So, what is Alex most looking forward to as she gets started with us?
“What excites me most about Imagineear is the way it thoughtfully integrates innovation with cultural storytelling. Imagineear empowers institutions to connect with audiences through meaningful interpretation that extends beyond physical spaces. I’m eager to collaborate with museum partners and Imagineear’s team to help bring ambitious, visitor-centered projects to life.”
Clare Cooper Hammond, Imagineear’s COO added:
“I am thrilled Alex has joined our team, Alex brings a wealth of experience of working with leading cultural organisations on significant interpretation projects, Alex is a consummate project manager, and I very much look forward to working on projects together. Based in New York, Alex brings additional strength to our growing team in North America.”
