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.