In a Southern Hemisphere first, the Australian Football League (AFL) has announced Melbourne’s Marvel Stadium will introduce tech giant Amazon’s ‘Just Walk Out’ technology in a move set to modernise the shopping experience for sporting fans.

The new checkout-free technology gives fans the ability to refreshments in a frictionless way, allowing them to get back to the game faster to ensure they don’t miss any of the action.

Fans will be able to use their credit, debit, or mobile wallet card payment options at entry, collect their items, and leave the store without having to wait in a checkout queue.

The technology is made possible using computer vision and generative artificial intelligence to determine the items selected in each retail environment accurately.

Commenting on the innovative partnership, AFL executive general manager customer and commercial, Kylie Rogers, said: “We are continually looking at new ways to innovate and modernise our fan experience, and we know everyone will love the fast, convenient experience that Amazon’s Just Walk Out technology will deliver.”

“Ultimately, this is about the fans, bringing them a next-generation stadium experience so they can spend more time enjoying the footy,” she said.

Amazon Web Services Applications VP, Dilip Kumar, added: “It’s a big day for our Just Walk Out technology as we announce our first implementation in the Southern Hemisphere with two major Australian sporting institutions–AFL and Marvel Stadium.”

Currently, the technology is in use at sports venues across the United States, hosting the National Basketball League and National Hockey League’s home stadiums.

Amazon’s ‘Just Walk Out’ tech will be implemented at two Marvel outlets known as ‘The Runner’, supported by the stadium’s major partners, Delaware North and Telstra.

This news comes after the AFL announced Advisory Group and Competition Committee additions to accelerate women’s football.