An IBM illustration of various sports fan experiences the company’s new Sandy Springs-based consulting practice will seek to improve.

IBM is creating a new sports consulting practice with 100 new employees at its Interactive Experience office at 6303 Barfield Road in Sandy Springs, the Atlanta Business Chronicle reports.

The Sports, Entertainment and Fan Experience practice aims improve the ways attendees of sports events interact with the venue, according to a press release. Along with the new consultancy, IBM also launched a Sports and Entertainment Global Consortium, a collaboration among various companies involved in aspects of the sports industry.

IBM already provides technical services to some major sports venues and events, including the new Mercedes-Benz Stadium under construction in Atlanta, according to the press release.