• Loading stock data...
Wednesday, June 25, 2025

AR and VR Bring New Engagement Opportunities to Sports

AR-VR-Tech-Sports

Outside of the rise of social media, AR and VR technology are some of the more influential factors the sports industry has seen over the course of the last 3-5 years.

With leagues such as the NBA dedicating Summer League games to testing AR capabilities and Major League Baseball offering fans the opportunity to compete in a VR Home Run Derby, that of course was won by a nine-year-old, the two technologies have created the immense opportunity for teams to create new experiences that fans won’t be able to find anywhere else.

[the_ad_group id=”948″]

“What we have experienced so far with the sports properties on the VR and AR side is the opportunity to provide their fans access and information that is generally unavailable outside of the in-venue experience,” said James Giglio, CEO and founder of MVP Interactive, a leader in creating AR and VR activations for brands such as Coca-Cola, Bud Light, and Chase.

It’s no secret that one of the biggest challenges facing the sports industry is finding ways to get fans to the park, arena, or stadium in an era when the in-home experience is cheaper and more convenient than having to pile into a car and go to a game.

Giglio sees AR and VR as having the opportunity to provide fans an extra reason to want to attend a game.

“When teams leverage trending technology and sort of promote that to their fans as a way of drawing people into their game day experience, it’s pretty valuable.”

While many may get AR and VR confused, Giglio is quick to point out the unique differences in what each technology can provide and how the properties can leverage them to accomplish specific purposes.

“On the VR side, it’s integrating unprecedented access, whether it’s being on the field or in a locker room, you can really get fans engaged in something that they wouldn’t normally have access to,” Giglio said. “On the AR side, it’s really providing cool technology in an informative piece where, whether it’s a mobile engagement that triggers some type of overlay or a 3D image that kind of tells the story or informs the user of the brand, the overall story of what you’re looking to accomplish is pretty valuable.”

The best part about these types of experiences is that they can be packaged as new inventory for current and potential partners, giving teams a sellable asset that is dynamic rather than static.

As more and more sponsorships move away from traditional buys and focus their efforts on engaging consumers, Giglio believes that AR and VR will play larger roles in the overall activation mix.

“Sponsorships are really moving away from traditional engagements. Teams and brands now want to create experiences for fans and create a recognition and a memory for consumers.”

Where this all comes full circle is the fact that the physical AR and VR activations can be amplified via social media, providing a holistic experience for both brand and consumer.

“When you are looking at a static sign, that’s basically your engagement,” Giglio said. “When you kind of interact with these types of technology, there’s some type of opt-in where information is traded. You then participate and it creates a valuable memory and experience that can be shared across social media.”

Want more content like this? Subscribe to our daily newsletter!

Despite all of the recent advancements and investments in the technology, Giglio thinks the surface is just being scratched not only for the applications, but for the activations.

“On the sponsorship side, the sky’s the limit, really. I think being able to take that in-venue experience, memory, and technology and have it be transcended outside with the mobile engagement too, you can’t ask for anything better than that.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.

Featured Today

Jan 24, 2017; Davidson, NC, USA; The Davidson Wildcats student section cheers during the first half against the Duquesne Dukes at McKillop Court at John M. Belk Arena. Davidson defeated Duquesne 74-60.

Every College Wants a Flashy Basketball GM Hire Right Now

The role is more important than ever, and the definition is ever-evolving.
August 31, 2024; Columbus, Ohio, USA; The Goodyear blimp flies over Ohio Stadium during the first half of Saturday’s NCAA Division I football game between the Akron Zips and the Ohio State Buckeyes.
June 6, 2025

Why the Goodyear Blimp Is at Every Major Sports Event

The airship wasn’t built to cover sports. Now it’s a regular presence.
May 27, 2015; Paris, France; Mirjana Lucic-Baroni (CRO) knocks the clay off her shoe during her match against Simona Halep (ROU) on day four of the French Open at Roland Garros
June 4, 2025

Roland-Garros’s Iconic Red-Clay Surface Is a Precise Alchemy

The exact science behind maintaining the French Open’s red clay.
Alex Jensen introductory press conference on Monday, March 17, 2025.
June 3, 2025

Alex Jensen Started Utah Utes HC Job While Still Coaching the Mavs

How Jensen began building an NCAA program while patrolling the Dallas sideline.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.