• Loading stock data...
Saturday, August 30, 2025
The biggest names in sports media. All in one room. Get your ticket now!

How Augmented Reality Is Propelling Iowa’s Sports Coverage

Iowa - Football - AR

The University of Iowa’s athletics department already offers what many consider to be one of the stronger apps available in the college sports digital space. HawkeyeSports is the “one-stop-shop” for all things Iowa athletics by providing fans with comprehensive statistics, schedules, team information, and other relevant content.

“The HawkeyeSports app has been popular with our fans, and we’re just scratching the surface,” said Associate Athletics Director for Strategic Communications and Marketing Charlie Taylor.

Now, the Hawkeyes are adding an entirely new element to their digital playbook, and taking their app to the next level with the addition of an augmented reality platform the team is calling Xtream HawkVision.

[mc4wp_form id=”8260″]

“It’s exciting for us,” Taylor said. “Our thought process is constantly ‘how can we improve our fans experience?’ You hear that tossed around a lot in our industry, particularly around coming to a game. We’ve decided to look not just at the game day as an experience, but everything we do as an experience — including digital and mobile.”

Created in collaboration with SIDEARM Sports, Xtream HawkVision is going to open up a new world to Hawkeye sports fans — literally.

“Going into it, the thinking was ‘what could we do to stand out to current Hawkeye fans first and foremost, and engage the next-gen audience we hope to bring into our fanbase?’” Taylor explained. “Any time our athletic department’s external team does something, it has to add value. We felt we could best achieve our goals through augmented reality.”

Adding an AR component to the HawkeyeSports app builds out Iowa’s marketing and communication repertoire, and creates an interactive experience for Hawkeye fans before, during, and after the game.

To experience this new AR content, fans can download the HawkeyeSports App, select the Xtreme HawkVision platform from the menu, enable camera access, and scan unique items or logos involved in the Hawkeyes AR campaign that feature special codes, and then exclusive content appears.

In addition to building out the fan experience, the Xtreme HawkVision provides an opportunity for the university’s brand partners to tap into a passionate college football audience, as Taylor pointed out.

“With content that comes to life, it provides an entirely new experience and is a powerful way to channel consumers to our various brand partners.”

This year, the Hawkeyes have partnered with Coca-Cola, Iowa Corn, and the Iowa Farm Bureau to create four activations that Taylor thinks will get fans pretty excited. With Coca-Cola, they’ll be doing a weekly countdown of the Top 10 Iowa football moments of the last 20 years, which fans take part in by buying the uniquely designed Coke cans featuring the Hawks logo that will be sold throughout the state.

To participate, fans can download the HawkeyeSports app and scan the cans via the Xtreme Hawkvision platform, which then populates exclusive video content related to the weekly countdown.

With Coke, the Hawkeyes have also arranged to sell freshly designed souvenir cups during five of their seven home games that feature an AR activation made available by scanning the cup. “Taking it a step further, with the souvenir cups, fans get another specific piece of content while in the stadium based on who the team is playing that day. There will be greatest plays, history, etc.,” Taylor outlined.

Two of the other activations involve souvenir cups as well. During the Iowa Corn Cy-Hawk rivalry game when the University of Iowa plays Iowa State, there will be special cups sponsored by Iowa Corn that can be scanned to unlock content built around the best players throughout that rivalry over the years. The other cup, sponsored by the Iowa Farm Bureau, will take place during the ANF Black and Gold Spirit Game, and follows a similar protocol, except this AR activation will be based on the Hawkeye alum that the team chooses to honor this year during the game.

The final partner, Mediacom Cable, is perhaps one of the biggest, as it is the presenting sponsor and somewhat of an inspiration for the Xtreme HawkVision platform.

“They provide Xtreme internet,” Taylor explained, so it was a natural fit.

[mc4wp_form id=”8260″]

It’s the company’s technology that allows the speed required to make these AR activations possible, and the ‘Xtreme campaign’ pairing is self-explanatory. As for Mediacom’s actual activation, that’s still being developed as it will be built into the school’s football stadium, which is currently under construction.

As for the future, Taylor noted that “this year is about getting people used to it, but we are really trying to think big about how to connect with the next generation. So to be most effective, we are going where they are. Obviously, we want them to come to us, but the best way to do that is to engage in ways their comfortable with where they are — which is digital.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.

Who Are the Richest MLB Owners?

MLB owners are among the wealthiest people in the U.S.

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.

Featured Today

Dec 21, 2024; Austin, Texas, USA; Texas Longhorns quarterback Arch Manning (16) warms up as the Texas Longhorns prepare to play the Clemson Tigers in the first round of the College Football Playoffs at Darrell K Royal Texas Memorial Stadium.

Schools Are Hesitant to Allow PE Into Their Athletic Departments

Regardless of budget, schools don’t believe the risk is worth the reward.
Oct 2, 2024; Rosemont, IL, USA; Big Ten commissioner Tony Petitti speaks with the media during the 2024 Big Ten Women’s Basketball media day at Donald E. Stephens Convention Center.
August 22, 2025

‘Not Ready to Jump In’: Power 4 Commissioners Aren’t Sold on PE

Top leaders in college sports have yet to see a satisfactory proposal.
Nov 23, 2024; Minneapolis, Minnesota, USA; Penn State Nittany Lions head coach James Franklin looks at quarterback Drew Allar (15) during the first quarter against the Minnesota Golden Gophers at Huntington Bank Stadium.
August 22, 2025

Private Equity Enters College Sports—Without the Equity

As college football starts, lending agreements have become PE’s best way in.
Sep 8, 2024; East Rutherford, New Jersey, USA; New York Giants running back Eric Gray (20) returns a kickoff against the Minnesota Vikings during the first half at MetLife Stadium.
August 18, 2025

‘Fauxbacks’ Throw Back to a Retro Uniform That Never Existed

Many throwback jerseys are brand-new designs or “Franken-Unis.”

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

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
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.