How Augmented Reality is becoming an increasingly valuable player in sports arenas

Sports is embracing augmented reality and virtual alternatives in a serious way to reach younger audiences. Sitting outside of the social AR platforms and more in the broadcast and owned spaces, we’re excited about what can be done in this space - not just in sports, but with brands that have sponsorship opportunities and broadcast rights too.

?? This past weekend, the NFL took a match between Atlanta Falcons vs. Jacksonville Jaguars into Andy’s Toy room. The match at Wembley Stadium in London played out in real-time on Disney+ in a digitised version of the game in which Toy Story characters were synced with the movements of the real players. Created to attract younger audiences, the game was fully animated to mirror the Toy Story universe, set inside Andy’s bedroom. Pixar included some educational segments alongside the appearance of Emperor Zurg, and UFOs orbiting the pitch.

? Real sports becoming digital is on trend at the moment, following the Major League Baseball hosting a similar virtual alternative to the real game, but with 15,000 fans entering the match with the ability to run around, much like an Major League Baseball Fortnite Level.

??A favourite of ours in this space has been around for a few years - Nickelodeon’s alternative simulcast to the NFL Christmas Day game. It’s very ‘Nickelodeon’, and gives a truly entertaining augmented layer to the live match. This partnership is being taken up a level and extended to Superbowl 58 next year.

?? Finally, players and points aside, stadiums are also being augmented and brought to life. In the Los Angeles Rams half-time takeover, the pitch was seen to be flooded, and a Carnival Cruises cruise liner became the new focus as digital versions of players raced to get to it first. Meanwhile, another stadium sponsor, SoFi, turned the behaviour of waving to the crowd cam into an AR game to win cash.

Want to hear more about this and how Augmented Reality can bring an incremental layer of attention to your marketing plans? Get in touch at [email protected] and follow us on LinkedIn and Instagram @MakeMyDay.AR