From the Sidelines to Center Stage: How AR in Sports Advertising & VR Are Transforming Fan Engagement
The world of sports advertising is evolving rapidly, and brands that embrace Augmented Reality (AR) and Virtual Reality (VR) are gaining a competitive edge. No longer limited to big-game commercials, immersive experiences are now a year-round engagement strategy that keeps fans connected with brands beyond the field.
For advertisers, AR and VR open new opportunities to enhance fan experiences, drive brand loyalty, and create interactive marketing campaigns that go beyond traditional advertising.
- Immersive AR & VR experiences are keeping fans engaged 24/7
- AR and VR use cases in sports advertising
Why AR & VR Are a Game-Changer for Sports Advertising?
Sports advertising is no longer just about game-day commercials—immersive AR & VR experiences are keeping fans engaged 24/7.
AR and VR are reshaping how brands interact with sports audiences by creating immersive, interactive experiences. Instead of passive viewership, fans are now actively engaging with brands in real-time, whether at the stadium, at home, or on the go.
- The AR and VR market in sports is projected to exceed $20 billion by 2030 (Statista).
- 80% of sports fans use a second screen while watching live sports, making AR-powered mobile experiences highly effective (Forbes).
- Brands using AR & VR in campaigns have seen up to 70% higher engagement rates than traditional digital ads (Marketing Dive).
- 70% of fans are more likely to engage with a brand that offers immersive experiences (PwC).
With AR and VR, brands can create marketing strategies that go beyond advertising and become part of the sports experience.
From virtual stadium tours to interactive ads, AR & VR are redefining sports marketing.
1. AR-Enhanced Stadium & Live Event Experiences
How It Works: Fans attending live games can unlock exclusive AR experiences by scanning a QR code or using an event app. AR can overlay real-time stats, highlight key moments, or even create interactive brand-sponsored mini-games.
Pepsi Halftime app
Brand Use Cases:
- Pepsi: Developed an AR halftime show companion app that lets fans unlock exclusive content (Pepsi Halftime App).
Best for These Consumer Journey Stages:
- Awareness & Engagement: Enhancing the in-game experience with added entertainment value.
- Consideration: Encouraging interaction with brand-sponsored content.
Results & Benefits:
- Increased in-stadium engagement, making live games more interactive.
- Higher brand recall, as AR features can be linked to promotional offers or exclusive in-game experiences.
How Brands with Smaller Budgets Can Emulate This:
- Instead of complex 3D AR overlays, brands can create simple but effective QR-based activations leading to AR-enhanced brand content.
2. Virtual Try-Ons & AR Shopping for Sports Merchandise
How It Works: Fans can use their smartphones to virtually try on team jerseys, sneakers, and fan gear. AR tech overlays branded apparel or accessories onto a user’s image in real-time, letting them see how it looks before purchasing.
Brand Use Cases:
- Adidas: Launched an AR sneaker try-on experience on Snapchat, the campaign led to a 2.4x increase in conversions compared to standard mobile ads.
- Fanatics: Uses AR-powered 3D previews of team jerseys before purchase (Fanatics AR Store).
Best for These Consumer Journey Stages:
- Consideration & Conversion: Allowing fans to try before they buy increases confidence and purchase intent.
Results & Benefits:
- Increased e-commerce conversion rates.
- Reduced return rates as consumers make more informed purchases.
How Brands with Smaller Budgets Can Emulate This:
- Use existing AR try-on technology from Instagram or Snapchat rather than developing custom solutions.
- Offer simple interactive product demos through mobile-optimized 3D previews rather than full AR try-on experiences.
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3. Interactive AR Ads for Second-Screen Engagement
How It Works: Fans watching live games on TV or streaming services interact with AR filters, shoppable ads, and interactive stories on social media in real-time. Brands can also tie AR engagement to exclusive promotions or competitions.
Snapchat x NFL Filter
Brand Use Cases:
- NFL x Snapchat: Created an AR face-paint filter allowing fans to support their teams virtually, generating millions of engagements and shares on social media. (NFL AR Filter).
- Heineken: Used an AR-powered interactive game during the UEFA Champions League. This campaign allowed fans to scan beer bottles for interactive content, increasing time spent with the brand by over 200% compared to traditional ads (Heineken AR).
Best for These Consumer Journey Stages:
- Awareness & Engagement: Turning passive viewing into an interactive brand experience.
- Consideration: Encouraging participation through gamified elements.
Results & Benefits:
- Higher ad engagement rates vs. traditional display or video ads.
- Encourages social sharing and virality as fans post AR-enhanced content.
How Brands with Smaller Budgets Can Emulate This:
- Use platform-native AR filters on Instagram and Snapchat rather than custom-built effects.
- Create sponsored challenges with user-generated AR content to drive engagement.
4. VR-Driven Fan Engagement & Brand Activations
How It Works: Fans enter virtual stadiums, meet athletes in VR, or experience exclusive brand activations in a fully immersive setting. Brands use VR for storytelling, training simulations, or exclusive behind-the-scenes experiences.
Brand Use Cases:
- Gatorade: Developed a VR training experience featuring Serena Williams for fans to experience elite athlete training (Gatorade VR).
- Manchester City: Launched a VR stadium tour for fans who couldn’t attend games in person (Man City VR).
Best for These Consumer Journey Stages:
- Engagement & Loyalty: Providing an immersive way to experience the brand or team.
Results & Benefits:
- Strengthens emotional connection with fans.
- Offers premium, exclusive experiences that enhance brand perception.
How Brands with Smaller Budgets Can Emulate This:
- Instead of fully immersive VR, brands can offer 360-degree video experiences that work on mobile without requiring a VR headset.
- Utilize Google Cardboard-style VR experiences to create accessible, budget-friendly activations.
5. AR & VR Loyalty Programs & Digital Collectibles
How It Works: Brands use AR-powered digital collectibles, gamification, and location-based rewards to build fan loyalty and drive repeat engagement.
Brand Use Cases:
- Budweiser: Launched NFT sports collectibles that gave fans exclusive access to content and merchandise (Budweiser NFT).
- NBA Top Shot: Created a marketplace that enables fans to buy, trade, and collect iconic game moments in a digital format, keeping engagement alive long after the season ends. (NBA Top Shot).
Best for These Consumer Journey Stages:
- Loyalty & Retention: Rewarding fans for continued engagement.
Results & Benefits:
- Drives fan participation in repeat engagements.
- Creates new monetization streams through digital collectibles.
How Brands with Smaller Budgets Can Emulate This:
- Launch simple AR-based challenges rather than complex NFT-based collectibles.
- Use location-based AR rewards for in-store or stadium visits.
Why AR & VR Are a Game-Changer for Sports Advertising?
1. Increased Fan Engagement
AR and VR are transforming passive viewers into active participants. Fans don’t just watch games anymore—they interact with them through immersive experiences that extend beyond the screen. Whether it’s an AR-powered halftime show, a VR stadium tour, or a shoppable jersey try-on, these technologies drive deeper brand connections.
Why It Matters:
- Fans spend more time engaging with interactive content than traditional static ads.
- AR & VR create memorable experiences that increase brand recall.
- Gamified experiences and interactive storytelling make sports advertising more exciting and shareable.
Takeaway: Even brands with smaller budgets can leverage simple AR filters or interactive polls to create engagement without investing in full-scale VR activations.
2. Enhanced Data Collection & Optimization
Unlike traditional ads, which provide basic impression and engagement metrics, AR and VR allow brands to track in-depth user interactions.
How It Works:
- AR ads track engagement: Brands see how long users interact, what elements they engage with, and whether they take action (like scanning a QR code or making a purchase).
- VR experiences provide behavioral insights: Brands gain real-time analytics on where users focus their attention within a virtual experience.
- Location-based engagement: AR activations at stadiums or retail stores offer valuable customer insights based on foot traffic and dwell time.
Takeaway: Even if brands can’t develop custom AR or VR platforms, they can still leverage third-party AR ad solutions from Instagram, Snapchat, or TikTok to access valuable engagement insights.
3. Stronger ROI & Higher Conversion Rates
Brands investing in AR & VR campaigns consistently see higher conversion rates than traditional digital advertising. Why? Because immersive experiences encourage deeper consideration and engagement.
Key Benefits:
- AR shoppable ads increase purchase intent: Interactive try-ons and product demos reduce uncertainty, leading to more confident purchasing decisions.
- VR experiences boost premium brand positioning: Offering exclusive VR activations enhances brand perception and drives loyalty.
- Second-screen AR engagement leads to action: Sports fans already use their phones while watching games—AR activations during broadcasts give them something exciting to do.
Takeaway: Even smaller brands can use shoppable AR ads on social media to replicate the same effect, increasing conversions without investing in custom-built VR solutions.
4. Scalability: AR & VR Are Not Just for Big Events
A common misconception is that AR & VR activations are only useful for major events like the Super Bowl or World Cup. In reality, these technologies offer year-round engagement opportunities.
How Brands Can Use AR & VR Beyond Major Events:
- Season-long fan engagement: AR-powered fantasy leagues, interactive game-day predictions, and VR watch parties keep fans engaged all season.
- Retail & e-commerce integration: Virtual try-ons, AR pop-up shops, and gamified in-store activations create ongoing brand touchpoints.
- Social media longevity: Brands can extend campaign life by repurposing AR/VR content into highlight reels, behind-the-scenes experiences, and influencer-driven activations.
Takeaway: Brands can maximize their investment by repurposing AR & VR content across multiple platforms, ensuring longer-lasting fan engagement without continuous reinvestment.
The Future Is Immersive: Why Brands Should Invest in AR & VR Now
The future of sports advertising is immersive. Whether through AR stadium experiences, interactive ads, virtual try-ons, or VR fan engagement, brands that embrace these technologies will lead the industry and create unforgettable connections with fans.
Ready to level up your sports marketing with AR & VR? VMG Digital specializes in crafting immersive experiences that captivate fans and drive brand engagement year-round. Let’s turn your vision into reality—connect with us today
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Frequently Asked Questions About AR
How can AR be used in business?
From virtual try-ons, product demonstrations, virtual tours, in-store demonstrations, marketing, and advertising, AR has proven to work effectively and efficiently. It is being adopted by almost every industry around the globe.
How do you create AR for advertising?
Creating AR experiences for advertising purposes may not be possible internally unless you are equipped and experienced to do so. Your best bet is to hire a creative agency like VMG Digital that is fully packed with experience, research, and insights, and equipped with highly-talented animators, designers, and editors, to do the hard stuff for you. Learn more about AR Ads.
How do you create an AR filter?
Creating an AR filter can be a little technical and might require professional work. Sign up for our free creative consultation promo here and we will explain to you how.
