Six Ways XR is Used to Enhance Sports Marketing

Sporting brands are engaging with fans in new ways thanks to XR technology

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Six Ways XR is Used to Enhance Sports Marketing - XR Today News
Mixed RealityInsightsNews Analysis

Published: September 13, 2022

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Rory Greener

The introduction of Web3 and emerging extended reality (XR) solutions create new ways for brands to connect with audiences. Also, XR infrastructures allow for digital space which connect fans.

Additionally, many marketing teams use immersive technologies such as real-time 3D (RT3D) engines, non-fungible tokens (NFTs), metaverse services, and smart glasses to boost user engagement.

XR’s increasing presence is leading sports firms, from clothing brands to broadcast groups, to leverage immersive solutions.

Fox Corperation and MegaPixel

Last Friday, Fox Corporation introduced mixed reality (MR) broadcasting tools to its NFL Sunday television production set.

The firm’s Fox Sport subsidiary installed the MR equipment at a new Los Angeles studio which includes GhostFrame, a solution from Megapixel which displays up to four MR virtual sets behind a presenter. The solution also lets studio technicians simultaneously manage hidden chromakey, hidden tracking, and four projection cameras.

The solution lets studio directors employ real-time augmented reality (AR) visualizations during a broadcast. GhostFrame allows operators to manage AR assets via a tablet with options to control up to 41 real-time 3D (RT3D) elements.

MegaPixel’s MR hardware uses LED panels to display a virtual set. Zac Fields, Senior VP of Graphic Technology and Integration at Fox Sports, said that using LED panels enhances the photorealism of virtual lighting.

Fields added,

“The LED also provides this lighting on your subjects that creates a believability that hasn’t been able to be achieved before. That is why when this is seen on the air, I think people will really be impressed with the visual presentation”

Fields also said that AR and MR technology enhances the storytelling ability of Fox Sports’ hosts. The hardware enables hosts to walk from one real-world environment to another instantly. A host can virtually walk from the inside of a stadium to the outside while presenting with AR visualizations.

The solution went live this past Sunday during an NFL Sunday episode.

FIFA and Algorand

In early September, FIFA partnered with Alogrand to launch FIFA+, a democratized blockchain platform and application which features NFT collectables to promote the upcoming 2022 World Cup and Women’s World Cup events in Qatar.

FIFA+ is a digital forum for international fans to connect, share, and own iconic football moments through a desktop or mobile application.

The Web3 service also includes interactive games, news, and event information, allowing FIFA to connect and engage with its fans in “new and exciting ways.”

Alogrand secured FIFA with a scalable blockchain that allows the brand to expand its listed NFTs, with plans to introduce more post-launch.

NIKE and Roblox

In August, NIKELAND, a Metaverse experience designed jointly by the sports brand and Roblox, reached approximately seven million members from roughly 223 countries.

NIKE President and CEO Jack Donahoe revealed the figures during a Quarter 3 report discussion. In December last year, Nike acquired RTFKT, turning the studio into NIKE Digital for Web3-based operations. Donahoe said NIKE Digital makes up 26% of the sports brand.

Donahoe added,

“Our vision is to take our best-in-class experiences in digital and build Web3 products and experiences to scale this community so that Nike and our members can create, share and benefit together”

Roblox and NIKE Digital, then RTFKT, first debuted NIKELAND in November last year. Nike initially launched the service to reach new audiences with a combination of competition and creativity to drive engagement. NIKELAND also debuted with an initiative to promote children’s healthy lifestyles and encourage movement.

The free service contains several mini-games that users can experience on a smartphone, allowing them to move around a virtual environment using accelerometers and AR hardware to detect movement.

NIKELAND implements Web3 features like NFTs, avatar customization, and virtual events to promote the brand.

NReal and BT Sports

In early August, Nreal partnered with BT Sports to enhance broadcasts of the Premier League with AR visualization and 5G connectivity.

The partnership utilizes NReal’s Air and Light brand of smart glasses designed for immersive media streaming.

Viewers at home wearing Nreal smart glasses can see live RT3D AR player and game metrics. Also, viewers can navigate immersive streaming applications and interact with AR assets using tethered smartphones.

In a similar move, Nreal teamed up with Devon Football League to secure AR-ready live streams of the SuperCup 2022.

Sinobo Group, Beijing Workers’ Stadium, and Guo’an FC

In July, the Sinobo Group created a Web3 platform to support the Beijing Workers’ Stadium (Gongti) and its Beijing Guo’an Football Club (Beijing Guo’an FC), boosting local and mainland economies.

The Chinese investment firm developed the Gongti Metaverse (GTVerse), which hosts a volumetric immersive football stadium environment.

The GTVerse also leverages 5G networks, big data, and cloud computing to host digital live events, including football matches and concerts.

Sinobo Group Vice-President, Ge Qi, projected that millions of digital attendees would one day join the platform.

Nreal and Orange

In July, Nreal also partnered with Orange to augment the Tour De France 2022, with assistance from immersive technology firms Immmersive.IO, MATSUKO, and Zwift.

The AR-ready streaming experience lets those operating Nreal Air smart glasses to view the event on a large immersive screen and interact with AR visualizations of the French region.

The streamed RT3D AR assets allow viewers to discover metrics such as cyclist checkpoints and positions. Additionally, the live stream presents a digital avatar of the tour’s Director, Christian Prudhomme, who guides viewers through the event.

Orange installed a mixture of 3G, 4G, and 5G cables across the region to support the event. The firm deployed 4G mobile relays in 46 stopover towns, 5G towers in ten locations, a Hertzian relay, and a reinforced 4G/5G installation at Col du Granon’s peak. Additionally, the expanded network cable coverage includes 637 4G ready and 457 fibre optic ready municipalities.

 

 

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Brands mentioned in this article.

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