Leading Sports Clubs Launch Immersive Tech Campaigns As Integral Components of Commercial Digital Strategy

We have witnessed a surge in the past few weeks as some of the world leading soccer clubs have launched Immersive Technology projects.

Italian giants Juventus FC launched their Virtual Reality app earlier this month which takes users onto the match-day pitch, behind the scenes at training and into the middle of its Serie A Championship celebrations. In providing 360 access they create unseen and emotional connectivity to the club. This can make huge waves on a club’s digital footprint and their ability to engage more keenly with their digital following.

“The potential (for VR) is enormous for a club like Juventus, where 80% of our 50 million followers on digital platforms lives outside Italy”
Federico Palomba, Co-Chief Revenue Officer, Juventus

This is echoed by German behemoth FC Bayern releasing the latest version of the team’s iOS app. This has an AR feature to bring either team captain Manuel Neuer or forward Arjen Robben into their selfies, alongside the option to pick one of the club’s three jerseys in the photos to personalise and screenshot the number and name on the back of the jerseys.

“We believe that AR could be key for us in the near future... We’re already thinking about the merchandising experience via AR and how that could potentially work with sponsors when it comes to exporting the logos of our partners.”
Stefan Mennerich, Director of Media Digital & Communications, Bayern Munich

Although not a fully fledged commercial revenue drive, the app is the first step towards discovering the commercial potential in immersive technology. With the Apple iOS11 update that enables brands to add the feature to their apps there is a rising belief that this will help push immersive technology to the masses.
With this enablement, fan engagement on mobile, in the stadium and then on social media is ready made for AR. This quickly realised capacity to capture, engage and then ultimately commercialise via these platforms is set to be huge business for major sports franchises.

Many of the early immersive technology movers in the Sports space we focussed on training and enhancing physical/skill performance. There has undoubtedly been a swing towards fan engagement and how it can be optimised to create an enhanced digital platform for fan and brand engagement.

The role of VR and AR is continual theme at the World Virtual & Augmented Reality Sports Innovation Summit, held in San Francisco on November 15-16, 2017. With 50 Speakers and over 200 senior executives from Sport, Technology, Global Brands and Broadcasting already registered to attend and it is shaping up to be the defining event for leaders across sports, technology and entertainment industries. The summit will showcase the latest in immersive technology, alongside commercial, marketing and performance strategies from the global sports industry.

For more information and to register for the Summit visit: