Stadium arcadium: How VR is engaging millennial sports fans across the world

It’s safe to say that the popularity of sport is not waning; according to 2015 figures, the Premier League has a global audience of 4.2 billion every weekend.

This popularity has filtered even more to athletes, and in recent years, the phrase “no player is bigger than the team” has been pushed to its limits. Fans want to get to know players in ever more intimate detail, creating a new type of sports celebrity - and the pressures that come with it for athletes, their sponsors and teams.

This is largely because millennials don’t watch as much sport anymore, they follow it instead. I was at this week’s World Football Summit in Madrid, and we discussed how social continues to help people follow their chosen club on mobile, providing a portal to a once exclusive world.

Whether it’s Arsenal’s Hector Bellerin posting videos of teammates training, or Lewis Hamilton sharing his poem about Princess Diana, followers are seeing a more human side to the athletes they idolise.

This is encouraged by teams and sponsors, keen to move away from the tired notion that they have multi-million pound robots performing for them. Building a buzz around teams through content keeps them front of mind, and encourages loyalty - and players are an important part of that mix.

Performing under pressure

This closeness has built an expectation on sports brands as a whole. The problem is that fans of sport are demanding more and more, putting these brands under pressure to keep things fresh.

“Content that makes fans feel closer to their sporting idols has particular power. Especially for the younger generations, the staid, old-fashioned formats of traditional press conferences and formal Q&A sessions don’t cut it anymore”, says Campaign’s Suzy Bashford.

“Having grown up on social media, they want real, unadulterated interaction with athletes without the spin doctors on the sidelines”, she adds.

Brand new

Yet brands are keeping up. VR can, and is, tapping into the millennial audience using short-form content that’s mobile, and calls for repeat viewings.

For example, last season Manchester City FC showcased the innovative ways in which VR can enhance the fan experience and bring to life the emotion and excitement of the match day at the Etihad to City's global fan base.

Similarly, Jaguar Land Rover released Above and Beyond, an immersive film that puts you on the Land Rover boat in Bermuda, as Ben Ainslie and his crew gear up for the America’s Cup.

VR is the new benchmark in storytelling, which plays into sport’s natural narratives. As an immersive medium, VR can make rivalries become more passionate and victories that bit more special.

The beauty is that it’s not limited to any one sport. O2 customers and fans can go head-to-head against the England Rugby team in this year’s VR release, while ESPN and the NFL is bringing the sport to life for fans around the world. It really is up to brand-owners to see how far VR can take it.

Youth academy

Offering something new gives a more demanding young audience something to keep them engaged, and as the medium evolves I think we’ll see even more immersive sports VR experiences that really put fans at the heart of the action.

There’s an open goal of an opportunity in the form of VR that’s waiting for sports brand-owners - particularly those who want to bring youth through their ranks.

VR can work for you

If you'd like to find out more about how your brand/organisation can truly harness the incredible power of VR please get in touch! We'd love to have a chat. [email protected]