From Halifax to Major League Baseball: How Dispension’s SmartServ “beer robots” are changing the fan experience

While healthcare provided the proving ground, the commercial opportunity quickly became clear.

“The number of stadiums, hotels, casinos, golf courses… the scale is massive,” says Corey.

Across the sports and entertainment industry, operators are facing increasing pressure to do more with less. Labour shortages, long concession lines, and underutilized space are common challenges, particularly in large venues serving tens of thousands of fans.

“People are now seeking out self-service. They just want to get their thing and go,” Corey explains.

Since the pandemic, self-service ordering has become normalized across industries, from retail to hospitality, creating a clear opportunity for innovation in stadium environments.

Dispension’s technology sat at the intersection of these trends, offering a solution that improved speed and convenience for fans while unlocking new revenue opportunities for operators.

But identifying the opportunity was only part of the challenge. Breaking into the sports and entertainment industry, particularly as a Canadian company entering a highly relationship-driven market, required access to the right networks, decision-makers, and partners.

Dispension’s entry into the major league sports ecosystem began with us.

As a Canadian company looking to enter a highly competitive market, it faced a common challenge: how to connect with the right decision-makers and build credibility in a new industry.

As the company explored international expansion, they connected with Alexandre Lanteigne, a Trade Commissioner at the Atlantic Canada Regional Office, seeking guidance on market opportunities and entry strategies.

That early engagement quickly led to something more impactful.

Alexandre connected Corey with Trade Commissioners at the Consulate General in Los Angeles, including Maricela Macias and Isabella Schilpp, who helped open doors in the sports and entertainment sector.

One introduction proved especially pivotal: David Siegel, former President of the LA Sports Council and a long-time Dodgers staffer.

“That introduction was the catalyst to everything,” says Corey.

With that connection, and the credibility that came with Consulate General support, Dispension secured a meeting with executives at Dodger Stadium. Siegel later became an advisor to the company, reflecting the strength of the relationship that followed.

That introduction quickly led to a major opportunity. Dispension brought its concept to Dodger Stadium for a trial run during the 2022 MLB All-Star Week.

While the technology was still evolving, the deployment achieved something critical: it captured attention.

Fans were curious. Media picked it up. The idea of automated, compliant alcohol service in a stadium setting generated immediate buzz.

“It created a lot of attention,” Corey explains.

The visibility generated by the trial validated the concept, but Dispension knew the technology needed further refinement before scaling commercially. Rather than moving too quickly, the company focused on improving reliability, strengthening compliance features, and ensuring the system could consistently perform in high-demand environments.

Over the next several years, Dispension continued refining its technology while deepening relationships across the sports and entertainment industry through continued engagement supported by Trade Commissioners.

That discipline paid off.

In 2025, Dispension returned to Dodger Stadium with a more mature product and a stronger commercial offering, securing a formal agreement with the Dodgers to install SmartServ units under a revenue-sharing model for the upcoming season. The deal followed continued engagement supported by Trade Commissioners, including participation in the LA Global Sporting Events Roadshow.

The agreement marked more than just a contract, it validated the technology at one of the most recognized franchises in global sports.

At the same time, Trade Commissioners continued to support Dispension’s expansion beyond the Dodgers.

Introductions facilitated by Trade Commissioners led to a connection with the University of Nevada, Las Vegas (UNLV)’s Sports Innovation Institute.

What followed was rapid progress. Within a short period, Dispension moved from initial meetings to showcasing its technology at a major sports innovation conference, followed by a successful pilot deployment during a high-profile event.

The results were immediate. UNLV moved forward with a two-year contract to install SmartServ units in its stadium.

“All of our growth in the sports and entertainment market has come from connections made by the TCS,” says Corey.

Together, the Dodgers and UNLV deployments marked a turning point, transforming Dispension from an emerging company into a proven player in the market.

With successful deployments in high-profile venues, Dispension has reached a new phase.

What began as a concept is now a proven solution, one that has captured attention from both fans and industry stakeholders. Strong engagement and viral content have helped raise the company’s profile across the industry.

“It’s unbelievable,” Corey says. “People are filming it, posting it… we’ve had videos reach over 12 million views on the various social media platforms.”

That visibility is now driving expansion. Dispension is preparing to deploy hundreds of units in the upcoming year, with additional MLB stadiums set to go live this summer.

“We’re moving from startup to scale-up,” Corey explains.

Interest is growing across professional sports, with multiple teams and venue operators exploring deployments. Beyond baseball, Dispension is also expanding into casinos, hotels, golf courses, and other large venues, reflecting the broader potential of its platform.

Throughout this growth, support from Trade Commissioners has remained a key factor, helping Dispension access new markets, connect with decision-makers, and convert opportunities into signed deals.

“They didn’t just support us, they created our entry point into this market,” says Corey.

From a startup in Halifax to deployments in some of the most recognized sports venues in North America, Dispension’s journey reflects the power of innovation, persistence, and strong global partnerships.

With expansion across Major League Baseball accelerating this summer, the company is entering a new phase, one defined not by proving the technology works, but by scaling it.

For Corey, one of the biggest lessons is knowing when to seek out the right partners and being persistent enough to see opportunities through over time.

His advice to other companies is clear: “Reach out to your Trade Commissioner, they’ll connect the dots.”

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