How Emerging Technologies Are Transforming Sports Marketing

July 25, 2023

In an era dominated by digital technology, innovations are having a significant impact on all areas of society, including sports marketing. 

Among these emerging technologies, Virtual Reality (VR) and Augmented Reality (AR) draw particular interest for the potential they offer: new ways to engage audiences, enhance the fan experience, and take sports marketing to new heights. 

Today we explore how VR and AR can be used to boost sports marketing campaigns.

Innovating Audience Experience with Virtual Reality

One of the main features of virtual reality applied to sports marketing is to improve the audience experience. 

For example, the NBA has experimented with using VR to broadcast live basketball games: fans can wear a VR headset and experience being *in* the game, from the comfort of their own home. 

This aspect brings a level of engagement and immersion that goes far beyond traditional television viewing.

Augmented Reality to Expand Fan Engagement

Augmented reality, on the other hand, can be used to expand fan engagement, providing interactive experiences that mix the real world with digital elements. 

In 2018, FIFA collaborated with Coca-Cola to create an AR experience for the World Cup. 

Users could point their cameras at Coca-Cola products, thus accessing special content such as football matches and virtual selfies with players. 

This experience sparked interest in the event and represented a unique opportunity for branding and advertising.

Creating New Marketing Opportunities with VR and AR

VR and AR can also give rise to new opportunities for sponsors. 

In 2020, Google used its augmented reality technology to allow fans to preview NFL products in a three-dimensional environment. 

This opportunity represented a unique experience for fans and the chance for sponsors to showcase their products in an innovative way.

Enhancing Training and Athletic Preparation with VR

Virtual reality can also be used to enhance training and athletic preparation. 

The sports technology company STRIVR has developed a VR training system that allows athletes to train in virtual scenarios. 

This not only improves sports performance, but also provides a high-tech showcase for sponsors to display their products.

The Bright Future of Sports Marketing with New Technologies

Overall, emerging technologies like virtual reality and augmented reality are perfect tools to rejuvenate and expand sports marketing. 

As technology advances, we are likely to see these applications become increasingly widespread in this universe. 

As industry professionals, we must be ready to take advantage of these opportunities, always looking for new ways to use technology to boost marketing campaigns.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!