Augmented Reality in Sport (2024) - Thematic Research
Description
Augmented Reality in Sport (2024) - Thematic Research
Summary
The augmented reality (AR) market will be worth $100 billion by 2030, up from $22 billion in 2022, according to GlobalData forecasts. AR software will generate most of this revenue, with limited spending on AR headsets and AR smart glasses. The use of AR in sports is increasing but is still in its infancy.
Augmented reality (AR) allows the user to see the real world overlaid with digital data. AR is establishing itself in specific areas of sport, aiming to enthuse fans and enhance viewing experiences. AR graphics in broadcasting creates a more engaging and insightful analysis of events. AR on mobile devices is a novel marketing introduction, increasing fan engagement. As media competition intensifies for sports rights with the rise of over-the-top (OTT) platforms, broadcasters must invest in more sophisticated technology, including augmented reality, to attract or keep contracts and engage with fans.
The AR in sport thematic intelligence report gives you an in-depth insight into the AR market and the impact it has on the sports industry. Additionally, it entails a deep analysis of the industry, including real-life use case studies that showcase how sporting sponsor companies and sports federations have incorporated AR into their operations. The report identifies the key market players and the competitive landscape of sporting sponsor companies and sporting federations within the AR theme.
AR adoption in the sports industry is limited but increasing > The augmented reality (AR) market will be worth $100 billion by 2030, up from $22 billion in 2022, according to GlobalData forecasts. AR software will generate most of this revenue, with limited spending on AR headsets and AR smart glasses. The use of AR in sports is increasing but is still in its infancy.
AR adoption will primarily involve broadcasting and fan experiences > AR is establishing itself in specific areas of sport. For example, the AR line of scrimmage in the NFL was premiered by ESPN in 1998. New and innovative AR use cases are regularly being announced. In October 2023, AT&T and Gallaudet University debuted the first 5G AR helmet for deaf American Football players. The proliferation of 5G will lead to widespread and more advanced AR adoption among major sports entities.
Fan engagement is driving AR in broadcasting and mobile devices > Fan experiences in broadcasting and mobile devices offer the most lucrative and accessible opportunities for AR integration. AR graphics in broadcasting create a more engaging and insightful analysis of events. AR on mobile devices is a novel marketing introduction, increasing fan engagement. As media competition intensifies for sports rights with the rise of over-the-top (OTT) platforms, broadcasters must invest in more sophisticated technology to attract or keep contracts and engage with fans. For example, Sky Sports launched a new mixed-reality studio in August 2023 for Premier League Monday Night Football and US Tennis Open coverage, enriching viewing experiences with advanced AR graphics. Broadcasters are increasingly providing AR-enhanced alternative broadcasts of sports events to tailor coverage to specific audiences. Stadium-based AR mobile experiences are also on the rise, aiming to enhance live viewing.
Tech sponsorships and partnerships will advance AR in sport > The sports sponsorship landscape is changing, and technology companies are at the forefront of this change. In 2023, technology, media, and telecoms companies accounted for $2.1 billion in sports sponsorship deals. Tech companies form multi-year partnerships with sports federations to improve infrastructure, connectivity, and technological capabilities. For instance, the NHL renewed its partnership with official 5G partner Verizon in February 2024, with plans to roll out in-stadium private 5G networks across the league. Improved infrastructure will advance AR in sport. However, smaller sports federations and clubs will miss out on large-scale technological investment and partnerships.
Key Highlights
The use of AR in sports is increasing but is still in its infancy. Fan experiences in broadcasting and mobile devices offer the most lucrative and accessible opportunities for AR integration.
The sports sponsorship landscape is changing, and technology companies are at the forefront of this change. Tech companies form multi-year partnerships with sports federations to improve infrastructure, connectivity, and technological capabilities. Improved infrastructure will lead to the next wave of more advanced AR stadium-based experiences in the sport sector.
AR-enhanced alternative broadcasts are on the rise, with broadcasters seeking to tailor coverage to specific audiences to create more compelling viewing experiences.
Scope
This report provides an overview of the augmented reality (AR) theme and looks at its impact on the sport sector.
The report predicts how AR in sport will evolve and identifies the leading companies in this space, as well as those falling behind.
It includes selected case studies highlighting who is innovating in sport, using AR.
The report also includes a comprehensive data analysis, including market size and growth forecasts for AR.
Reasons to Buy
GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors.
This report is essential for senior executives at both current and prospective sporting sponsor companies, as well as those in sporting federations, to understand the business benefits that derive from integrating AR technology in the sports industry.
In addition, the report identifies the technology vendors that are leading across the AR sports market.
The report also uncovers the sporting sponsorship brands and sporting federations excelling in the AR theme in the sports industry.
Table of Contents
66 Pages
- Executive Summary
- Players
- Sport Challenges
- The Impact of Augmented Reality on Sport
- How AR helps tackle the challenge of fan engagement
- How AR helps tackle the challenge of sponsorship
- How AR helps tackle the challenge of the decision-making process
- How AR helps tackle the challenge of media competition
- How AR helps tackle the challenge of player safety
- Case Studies
- Amazon introduced an alternative AR-enhanced broadcast for hardcore NFL fans
- FIFA launched a stadium-based AR experience to deepen fan knowledge of the game
- Meta released its AR lenses and photo booth to promote the 2023 Rugby World Cup
- The NFL partnered with Snapchat on a new try-on AR Lens to boost ecommerce sales
- Augmented Reality Timeline
- Market Size and Growth Forecasts
- AR software
- AR hardware
- Signals
- M&A trends
- Patent trends
- Augmented Reality Value Chain
- Semiconductors
- Central processing units
- Graphics processing units
- Vision processing units
- Image processors
- Communication chips
- Micro-electromechanical systems (MEMS)
- Memory chips
- Components
- Motion tracking
- Batteries
- Displays
- Cameras and 3D lenses
- Audio component
- Machine vision
- Devices
- Smartphones
- AR smart glasses
- AR headsets
- Platforms
- Artificial intelligence
- The impact of generative AI
- Apps and content
- Companies
- Leading augmented reality adopters in sport
- Leading augmented reality vendors
- Specialist augmented reality vendors in sport
- Sector Scorecard
- Sporting federations sector scorecard
- Who’s who
- Thematic screen
- Glossary
- Further Reading
- GlobalData reports
- Our Thematic Research Methodology
- About GlobalData
- Contact Us
- List of Tables
- Table 1: Key challenges currently facing the sports sector
- Table 2: M&A trends
- Table 3: Leading augmented reality adopters in sport
- Table 4: Leading augmented reality vendors
- Table 5: Specialist augmented reality vendors in sport
- Table 6: Glossary
- Table 7: GlobalData reports
- List of Figures
- Figure 1: Key players in augmented reality
- Figure 2: Businesses have positive sentiment towards AR, according to survey data
- Figure 3: Thematic investment matrix
- Figure 4: Portland Trail Blazers become the first NBA team to broadcast AR graphics from a handheld camera
- Figure 5: Princess Cruises sponsors stadium-based AR experience at the Los Angeles Rams’ Sofi Stadium
- Figure 6: Mercedes is developing AR to improve communications on race days
- Figure 7: The NFL, CBS, and Nickelodeon launched a SpongeBob-themed alternative broadcast for the 2024 Super Bowl LVIII
- Figure 8: Amazon’s Prime Vision with Next Gen Stats NFL alternative AR-enhanced broadcast
- Figure 9: FIFA launched the FIFA+ Stadium Experience at the 2022 FIFA World Cup
- Figure 10: Meta’s AR reels booth featuring the Superfans
- Figure 11: The NFL partnered with Snapchat to revamp the NFL Live Jerseys Lens for the 2023 season
- Figure 12: The augmented reality story
- Figure 13: AR will become a $100 billion market by 2030
- Figure 14: Enterprise AR will continue to be more lucrative than the consumer market by 2030
- Figure 15: AR software will dominate the market over the forecast period
- Figure 16: The AR software market will generate $82 billion in revenue by 2030
- Figure 17: The AR hardware market will be worth $18 billion by 2030
- Figure 18: AR headsets will lead the AR hardware market
- Figure 19: The golf sector published significantly more technology patents than other sporting sectors
- Figure 20: Gaming is the technology with the most patent publications in sport
- Figure 21: Nike holds the most technology patents in sport
- Figure 22: The augmented reality value chain
- Figure 23: AR value chain – Semiconductors
- Figure 24: AR value chain – Components
- Figure 25: AR value chain – Devices
- Figure 26: AR value chain – Platforms
- Figure 27: AR value chain – Platforms - AI
- Figure 28: AR value chain – Apps and content
- Figure 29: Who does what in the sporting federations space?
- Figure 30: Thematic screen
- Figure 31: Our five-step approach for generating a sector scorecard
Pricing
Currency Rates
Questions or Comments?
Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
