Suntory Sports Introduces Mobile Walk-Through Unmanned Store at Suntory Sunbirds Osaka Home Games

Suntory Sports Co., Ltd. (Headquarters: Daiba, Minato-ku, Tokyo) will introduce a mobile walk-through unmanned store at the Suntory Sunbirds Osaka home game venue, aiming to improve the purchasing experience in sports viewing. This initiative aims to alleviate congestion in the stadium and provide visitors with a more comfortable, smooth, and new viewing experience.

With the mobile walk-through unmanned store introduced this time, visitors pre-register to obtain an entry QR code, scan the QR code at the booth entrance to enter, pick up the products, and simply leave the store. The system completes the payment without any physical barcode scanning.

Furthermore, this store is designed as a "relocatable" format that can move between stadiums according to the match schedule, aiming to build and popularize a new merchandise sales model in sports venues.

Background of Introduction
At large-scale events such as sports matches and concerts, it is a constant challenge that visitors concentrate at merchandise sales areas before and after the game or performance, leading to long waiting lines. Such congestion not only causes stress for visitors and loss of purchasing opportunities but also affects the overall satisfaction of the viewing and appreciation experience.

Suntory Sports Co., Ltd. aims to realize a world where people and sports connect and resonate through the "passion" and "emotion" generated through sports. It develops various sports businesses, including Suntory Sunbirds Osaka, Tokyo Suntory Sungoliath, Ai Miyazato Suntory Ladies Open, and Suntory Dream Match. This initiative is part of that effort, a measure aimed at evolving fan touchpoints at venues into more comfortable and advanced ones.

By introducing a mobile walk-through unmanned store utilizing AI technology at home game venues operated and promoted by Suntory Sports Co., Ltd., we will establish a smooth purchasing flow without waiting at the cash register and strive to provide a more comfortable viewing experience.

Features of the Walk-Through Unmanned Store
1. Smooth Purchasing Experience with No Checkout Lines
Visitors pre-register for the smart store service, obtain an entry QR code, and enter the booth. They can freely choose the products they want to buy inside the store and automatically complete the payment just by leaving. This eliminates the need for physical barcode scanning and waiting in line. In the limited viewing time, official goods can be purchased much more speedily.

2. High-Precision Product Recognition Utilizing AI and IoT
The walk-through unmanned store solution that supports the technological foundation of this store utilizes AI cameras, 3D machine vision, deep learning, and multi-sensor fusion technology to recognize consumer behavior and product selection with high accuracy. This realizes a natural shopping experience without the need for barcode scanning.

3. Streamlining Venue Operations and Data Utilization
The unmanned store is equipped with functions necessary for digital store operations, such as analysis of purchasing data*, visualization of customer traffic lines, and real-time inventory management. This will lead to optimization of product replenishment and sales measures, as well as the sophistication of future venue merchandise sales.
(*Analysis is conducted in a way that does not identify individuals, aiming to improve the service.)

Store Overview
Operation location: Suntory Sunbirds Osaka Home Game Venue
This time, April 4, 2026,