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Game On: The Winning Playbook of AR Marketing in the Sports Sector

Case Studies
Game On: The Winning Playbook of AR Marketing in the Sports Sector
avatar By: CrossCreators 6 Min read 278 Views

Game On: The Winning Playbook of AR Marketing in the Sports Sector

6 Min read 278 Views

In the ever-evolving world of marketing, the sports sector is adopting ground-breaking technology that is revolutionizing the way fans interact with their preferred teams and companies. A potent technique for increasing fan interaction, developing immersive experiences, and increasing brand awareness is augmented reality (AR) marketing. AR is transforming the sports business by seamlessly fusing digital and real-world aspects, creating a myriad of exciting new opportunities.


Numerous issues that the sports industry encounters can be successfully resolved with AR marketing. In order to keep fans interested and amused, interactive experiences are increasingly necessary. By utilizing AR technology sports teams and companies may offer engaging and individualized fun experiences, such as virtual player meet-ups, in-stadium AR games, and behind-the-scenes access.

These immersive experiences not only strengthen fan relationships but also improve the amount of time and focus that fans give to their preferred teams and businesses. A bigger audience is also drawn in by AR marketing since it makes it possible to incorporate digital material into the real world, both inside and outside the stadium. This increased visibility improves brand awareness, broadens reach, and fosters fan loyalty, ultimately resulting in financial success for sports entities.

From real-time data and statistics to player information, AR improves the viewing experience as a whole. It offers a cutting-edge strategy for sports organizations to capture and engage their audience in a setting where competition is on the rise.

Boosting Fan Interaction with Olympics’ Instagram AR Face Filter


To increase fan interaction and handle numerous issues, a strategic decision was made to develop an AR Face Filter for Instagram for the 2020 Tokyo Olympics. The filter allowed users to mimic the gestures of Miraitowa, the official mascot of the Olympics, and win augmented reality gold. This campaign aimed to raise brand recognition for the Tokyo Olympics and boost user interaction on social media sites by taking advantage of Instagram’s popularity and extensive use.

Increasing user involvement was one of the issues this campaign attempted to solve. It created a fun and engaging experience that encouraged users to actively participate and share their encounters on social media. In addition to raising engagement, this led to the creation of user-generated content, broadening the Tokyo Olympics brand’s audience and visibility.

The availability of AR Face Filters on Instagram to a huge user base made it simple for people to interact with the campaign. Therefore, the requirement for a user-friendly interface was another issue addressed.

Utilizing Instagram’s widespread use and the interactive nature of AR technology, the Olympics Instagram AR Face Filter effectively increased fan engagement.

ESPN: Interactive AR Experience for Driving Interaction

Through an interactive AR experience, ESPN’s College Football Lens, developed in partnership with Snapchat, aimed to increase fan engagement and foster communication among college football lovers. By selecting the mascot headgear of their preferred college football team, users of the Snapchat Lens could take on the role of their own “guest picker” by using the AR World category.

ESPN wanted to give viewers a more engaging and competitive experience by tackling the issues of boosting fan engagement and fostering connection. Users were encouraged to frequently interact with the AR experience.

By utilizing the Snapchat platform, ESPN expanded the reach of the Lens across a sizable user base, focusing in particular on younger demographics who were active on the app. This tactical partnership raised brand awareness and capitalized on Snapchat users’ well-established sharing and AR engagement habits.

Aston Villa: Interactive WebAR Game for Fan Engagement


To solve the challenges of boosting fan engagement, gathering first-party data, and promoting the club’s brand throughout the tour, Aston Villa included an interactive WebAR game in their preseason tour. The immersive and interactive experience was made possible by Aston Villa’s use of WebAR technology for Australian game-goers.

Thanks to WebAR, fans could play a mini-game while watching matches. This interaction provided fans with entertainment while also acting as a way to gather first-party data. Aston Villa was able to gather useful user-generated content and create a personal connection with the fans by inviting them to share selfies while watching the game.

Furthermore, throughout the preseason tour, the interactive game promoted the reputation of Aston Villa. It strengthened the club’s legacy and connected with fans’ emotional attachment to the team by combining parts of the club’s history and accomplishments.

By using WebAR for this experience, Aston Villa was able to reach a larger audience through a web-based platform and do away with the requirement that consumers download an additional program. This ease of access encouraged more fans to participate in the games and expanded accessibility.

Increasing in-stadium attendance with image tracking effects

During the NHL Stanley Cup playoffs, the San Jose Sharks’ “Playoff Mode” AR marketing campaign successfully handled the challenges of boosting fan involvement and fostering a feeling of community.

The campaign’s implementation produced impressive figures that proved its efficacy. In comparison to prior playoff seasons, there was a huge 35% rise in fan interaction, demonstrating a higher degree of passion and involvement among supporters. Social media participation increased by 45%, demonstrating the campaign’s success in igniting debates about the team online.

During playoff games, in-stadium attendance increased noticeably by 25%, demonstrating the campaign’s success in drawing spectators to the live contests. This boost in attendance also helped to drive a 20% rise in overall playoff ticket sales, showing a direct link between the AR campaign and the team’s enhanced income creation.

Additionally, local fans’ awareness and recognition of the brand increased by 30%.

The “Playoff Mode” AR marketing campaign was quite effective in resolving the problems with fan engagement and community building overall.

Paris Saint-Germain Augmented Reality Jersey Experience


The Augmented Reality Paris Saint-Germain (PSG) Jersey Experience successfully solved the issues of strengthening fan interaction, raising product awareness, and promoting personalization choices for the new PSG jerseys. For this interactive experience, which was accessible through the Nike App, the brand used AR image tracking technology.

Significant indicators that showed the campaign’s success were produced by the addition of the AR element to the Nike App. With a phenomenal 50% increase in app downloads following the introduction of the augmented reality jersey experience, it is clear that fans were highly interested and engaged. Additionally, over 75% of users actively used the augmented reality function to investigate the new PSG jerseys, demonstrating the success of the interactive experience in grabbing users’ interest.

Since 40% of users used this function, the availability of customization possibilities turned out to be a crucial factor in increasing jersey sales. The initiative encouraged a sense of ownership and connection with the PSG brand, increasing fan sentiment and fostering positive brand association by allowing supporters to personalize the jerseys with player names and submit unique photographs.

The PSG shirt augmented reality experience made a huge impact on social media as well. The PSG jersey debut resulted in a 60% increase in social media impressions, demonstrating a higher degree of online engagement and debate surrounding the campaign. The enhanced visibility of the brand and the goods as a result of this expanded reach.

Wrapping Up: Empowering Sports Marketing to New Heights

For sports marketers, AR opens up a world of opportunities, from boosting the in-stadium experience to reaching worldwide fans through mobile applications. Brands are able to provide customized content, advertise products, and even let fans virtually try on team jerseys or relive memorable moments in sports history using AR-powered campaigns.

It’s time for sports organizations, teams, and marketers to embrace AR and realize its potential in order to stay ahead in this fast-paced and fiercely competitive environment. By implementing AR technology, you can develop remarkable experiences that connect with fans, foster deeper relationships, and encourage meaningful interaction.

Begin an exciting journey of creativity, connection, and success by embracing augmented reality with Crosscreators. Don’t hesitate to schedule a consultation for more insights.

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