ServiceNow FSM Implementation | Professional Sports League

Engineered for Game Day: How a Major Professional Sports League Transformed Game Day Operations on an Accelerated Timeline

The Client

A major professional sports league—home to dozens of teams, a passionate fan base, and a complex, high-stakes event schedule—relies on seamless arena operations to keep every game running smoothly. With hundreds of game days across multiple venues, the organization depends on precise coordination, fast issue response, and clean, reliable data to make informed operational decisions.

The Challenge

As the organization geared up for a new season, its operations teams faced an urgent reality: game day activities were being managed through manual processes, inconsistent workflows, and limited visibility across arenas. The internal teams responsible for game operations, Off-Ice Officials (OIOs) and Arena Technical Coordinators (ATCs), needed a way to reduce friction, respond to issues faster, and work from a consistent, reliable system.

Pre-season was approaching fast, and the window to implement improvements was shrinking by the day. The organization needed a partner capable of moving quickly, clarifying requirements, and delivering meaningful progress before the first puck dropped. They wanted a guide who could streamline the complexity, simplify workflows, and help them feel confident heading into a demanding season.

The Engagement

When games are broadcast live, there is no room for error. Game-day success should be engineered, not improvised.

To meet the accelerated timeline, Beyond20 established a high-velocity engagement model anchored in weekly, collaborative working sessions. Together with the organization’s OIO and ATC stakeholders, we clarified requirements, refined workflows, and rapidly built new capabilities within their Field Service Management (within the CRM module) environment.

Key elements of the implementation included:

Automated Workflows Built for Game Day

• Automated Work Order & Task Generation: We developed a system that automatically creates work orders and tasks based on each arena’s full season schedule, removing the need for manual setup and dramatically reducing administrative effort.
• Intelligent Assignment: Work tasks now automatically route to the correct ATC or OIO based on role assignments and availability records—ensuring the right person is ready before game time.
• Timed Progression: Work orders automatically shift to “In Progress” five hours before each scheduled game, helping teams stay ahead of critical pre-game checks.

Mobile-Ready Game Operations

• Agent Mobile Enhancements: We improved incident management and expanded the service catalog, making it easier for arena staff to submit requests, manage workloads, and respond to issues on the go.
• Dashboards for Real-Time Visibility: Both desktop and mobile dashboards now give teams immediate insight into tasks, arena workloads, coordinator availability, and operational metrics.

Collaborative Requirements & Delivery Process

• Rapid-fire demos and iterative design sessions allowed us to gather and confirm requirements efficiently.
• A streamlined build–test–deploy process minimized defects and kept releases aligned with the organization’s internal schedule.
• The team maintained consistent communication, enabling quick decisions and a smooth project rhythm even under a tight timeline. This approach allowed us to deliver high-impact capabilities before the start of pre-season, creating rapid time to value while setting the foundation for ongoing improvements. 

The Result

With automated workflows, streamlined assignments, and mobile-friendly tools, life looks very different for the organization’s game operations teams:

A Season That Starts Strong
Despite the tight deadline, automated work order and task generation went live before the first pre-season game on September 20th, giving operations staff immediate relief as the season began.

Faster Response, Fewer Surprises
Coordinators now arrive prepared, with clear responsibilities and real-time visibility into what needs attention. Automatic task routing and timed work order progression reduce delays and eliminate last-minute confusion.

Better Data, Better Decisions
New dashboards provide improved metrics and insight into arena operations, allowing leaders to identify patterns, address issues proactively, and enhance the overall game day experience.

A Smoother, More Predictable Game Day
With improved incident management, a more complete service catalog, and mobile access to critical tools, ATCs and OIOs can focus on keeping the action on the ice uninterrupted, rather than wrestling with administrative tasks.

And while this project delivered immediate value, it also laid the groundwork for future enhancements, including on-call scheduling, advanced incident management, and asset lifecycle improvements.