# Experiential Athletics Sporting events and stadiums go beyond the game to diversify appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jun 23, 2014 | Category: [Art & Design](https://www.trendhunter.com/pro/category/modern-art-and-design-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/utilitarian-athletics ## Key Figures - Trend score: 4.8/10 - Evidence articles: 6 ## What is the Experiential Athletics trend? **Experiential Athletics:** Reflecting a generation more conscious of where their money goes, multi-purpose products and services bode well in modern times. Seeking to maximize services, sporting events and stadiums are offering more than sporting events alone to not only enhance engagement, but to justify ticket prices as well. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 23, 2015 to May 10, 2016 - Published: Jun 23, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Experiential Athletics trend ### Multi-purpose Sports Venues Sports stadiums are diversifying their offerings to provide more value and justify their high ticket prices ### Interactive Stadium Experiences Offering interactive and unique experiences to sports fans is becoming increasingly popular to boost fan engagement and overall excitement ### Action-Tracking Technology Using technology to enhance the fan's experience, such as moveable seating or interactive moats, is a growing trend in the sports industry ## What the Experiential Athletics trend means for industry ### For Sports and Entertainment Sports and entertainment industries should look for ways to diversify offerings to deliver more immersive fan experiences beyond just watching the game ### For Virtual and Augmented Reality Virtual and augmented reality companies may find an opportunity in offering immersive experiences to sports fans who cannot attend events in person ### For Architecture and Design Architectural and design firms may capitalize on the trend towards more interactive and unique stadium experiences in order to create destination venues rather than just sports arenas ## Trend signals for Experiential Athletics Trend score 4.8 out of 10, from popularity 71%, activity 66%, freshness 8%. - Popularity: 71% - Activity: 66% - Freshness: 8% ## Examples of the Experiential Athletics trend 6 featured examples from Jun 23, 2015 to May 10, 2016. - [Captivating Fan Experiences](https://www.trendhunter.com/trends/wasserman): A Series of Wasserman Interactive NFL Experiences Hit London (Category: Marketing) Implication: Sports marketing agencies can capitalize on the demand for immersive fan experiences at live events. - [Interactive Moat Stadiums](https://www.trendhunter.com/trends/washington-redskins): The Washington Redskins Arena Will Offer Kayaking and Surfing for Fans (Category: Lifestyle) Implication: The sports entertainment industry can explore the integration of interactive elements to create more immersive fan experiences. - [Action-Tracking Stadium Seating](https://www.trendhunter.com/trends/samsung-slider): The Samsung 'Slider' Enhances Stadium Events with Moveable Seats (Category: Lifestyle) Implication: The Slider seating system presents an innovative opportunity to revolutionize the spectator experience in sports stadiums. - [Interactive Stadium Facades](https://www.trendhunter.com/trends/foodball-stadium): This New Football Stadium Will Have an Outdoor Kinetic Screen (Category: Art & Design) Implication: The sports and entertainment industry can leverage interactive stadium designs to attract and engage fans, creating unforgettable experiences and increasing revenue streams. - [Gamified Stadium Experiences](https://www.trendhunter.com/trends/chromecast-promo): This Chromecast Promo Engaged an Entire Arena of NHL Fans (Category: Marketing) Implication: The sports and entertainment industry can use gamification and interactive experiences to engage fans and create new revenue streams through sponsorship and promotions. - [Virtual Reality Sports Events](https://www.trendhunter.com/trends/virtual-reality-sports): The 2015 U.S. Open Will Be Streamed in VR Technology (Category: Tech) Implication: Opportunity for sports broadcasting companies to leverage virtual reality technology in order to provide immersive live experiences to customers. ## Recent trend clusters - 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