Jaguar Land Rover is using wearable tech to track the excitement level and emotions of the crowd at Wimbledon 2015.
The biometric band features a heart rate monitor and GPS chip, which will measure the excitement level of the wearer and their location in the warren of tennis courts. Results from the 20 bands will be cross referenced to static atmospheric sensors placed around the grounds, which monitor noise and crowd movements as well as 'sociometric' data, from fans chatting on social networks.
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It's hoped the results will not only add insight into the key moments at the All England Club, but compare the levels of Centre Court, Court One and the hill, where the real tennis fans who can't afford pricey tickets go to watch the games.
That area was once affectionately known as Henman Hill, after the crowds that gathered to watch British hopeful Tim Henman, who is unsurprisingly a big fan of the initiative.
"There's no other tournament like Wimbledon and the experience gets better each year. The drama, passion and excitement, shared by both players and fans alike, is what makes Wimbledon the number one tennis tournament in the world, and it's great to see Jaguar celebrating these unique qualities as part of their campaign," he said.
It's not the first time wearables have been used to keep tabs on entertainment levels. We previously reported on the XO band which was used at a Lady Gaga concert to keep tabs on the crowd's hysteria levels.