Spectator Immersion

Implications - As consumers search for more experiential ways to interact with their favorite sports brands, many of those brands are emerging with immersive virtual reality experiences that place users in the perspective of professional athletes. Such interactions are primarily emotional experiences for fans, helping to reinforce an innate sense of belonging to the community of the team at large. This progression highlights the opportunity for brands to activate and reaffirm relationships with individual consumers by enabling exclusive behind-the-scenes access.