As the sports industry delves further into augmented reality, there is ample opportunity for teams to grow revenue streams by selling advertising around activations.
But to do that, more clubs and professional sports leagues have to embrace the still nstill-nascentascent technology first.
The AR market in sports remains largely underpenetrated, even as more examples of franchises using augmented and mixed reality pop up, experts say. Virtual reality is also becoming a larger part of tethe am’s innovation plans. However, headsets and goggles required to experience it are just not as widely distributed as smartphones at this point.
The fact is that select teams are more excited about AR than others, according to Allan Cook, head of Deloitte’s digital reality business. Deloitte has launched activations in partnership with the USGA around U.S. Open tournaments over the past two years, featuring 3D views of select holes on golf courses and the player clubhouse.
Among its current projects, Deloitte is now in negotiations with two NFL teams that are also constructing new stadiums about how they can incorporate AR into the fan experience.
