Augmented Reality in Sport (2024) - Thematic Research

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.