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Trend #2: Innovation in Tech-Led Fan Experiences
This new series examines trends we are seeing across sports sponsorships with supporting data insights from our industry-leading platform.
Ahead of the release of Gladiator II, Pepsi partnered with Regal to transform a New York City Times Square theater into “The Pepsi COLAsseum,” inviting fans into a Roman-inspired experiential world complete with themed tunnels, AR costume try-ons projected on a two-story screen, personalized accessories, 360-degree content capture, and a multisensory 4DX screening featuring motion and environmental effects. AR, or augmented reality, is like putting a lens on reality with technology that superimposes digital information—such as 3D models, images, or text—onto a user’s real-world view in real-time.
The activation blended augmented reality, immersive storytelling, personalization, and large-scale content capture within a single branded environment. Experiences like this illustrate how immersive technology is driving innovation and reshaping how brands design and activate their sponsorship strategies.
What began as isolated AR demos and interactive overlays is evolving into a scalable activation layer that connects identity, commerce, and content creation across sports and live entertainment. The shift is measurable.
The Measurement Framework: Why AR Leads
To analyze this shift, SponsorUnited tracked AI- and AR-driven activations across sports and live entertainment, measuring year-over-year growth in tech-led sponsorship executions and evaluating activation types, asset deployment, and category adoption.
AR is currently the only fully trackable immersive asset layer, with 25 AR-focused brands monitored in-platform. AI and machine learning integrations are significantly broader — more than 250 brands are activating, up from 201 last year — as asset-level documentation is often concentrated around marquee events.
With that in mind, AR is the main focus of our reporting here and the activation examples are impressive.
Strategic Implications for Brands
Immersive technology is emerging as a structural activation layer within sponsorship portfolios. AR delivers measurable engagement. AI personalization strengthens data capture. Commerce integration shortens the path from interaction to transaction. Content tools extend reach organically.
Brands evaluating this space should assess scalability across properties, integration with digital commerce ecosystems, depth of personalization infrastructure, and operational repeatability.
The trajectory suggests sustained expansion. As deployment standardizes and measurement improves, tech-led experiences will continue reshaping how sponsorship drives engagement, commerce, and content distribution.
From Installation to Integration
Early AR activations emphasized visual novelty including filters, overlays, and short-lived engagement mechanics. Recent executions prioritize functional integration.
Experiences increasingly connect identity recognition, commerce enablement, and content creation. Identity triggers recognize team allegiance or personal preference. Commerce layers support virtual try-ons and product visualization. Content tools generate personalized media designed for distribution.
Across properties, immersive tools are becoming embedded into the broader fan journey rather than positioned as standalone attractions.
Category Adoption and Asset Mix
Adoption is accelerating across Financial Services, Retail and E-commerce, Technology, and Entertainment , categories with digital commerce ecosystems capable of scaling personalization.
Deployment now spans in-venue installations, mobile-triggered AR journeys, and broadcast or content-layer enhancements. Season-long integrations further signal maturation, as immersive elements extend beyond single-event novelty into repeatable frameworks.
Generative AI Expands the Framework
Generative AI is broadening immersive engagement into content production and real-time information delivery. AI-powered prompts, automated creative production, real-time statistical insights, and enterprise workflow integrations are expanding the technology layer across both fan-facing and operational environments.
Immersive technology increasingly spans both experiential and enterprise layers of sponsorship.
AR Integrations We Love
Mastercard x Arnold Palmer Invitational
Deployed an AI-powered 'Virtual Retail' experience allowing attendees to navigate merchandise using eye-tracking technology while receiving personalized virtual try-ons. The activation blended biometric interaction with AI-assisted commerce within a live sports setting.
Morgan Stanley x THE PLAYERS Championship
Launched 'Tour Through Time,' a mobile AR experience reliving 50 years of tournament history through guided storytelling from Justin Rose. The activation extended brand narrative into immersive historical engagement.
Target x Minnesota United FC
Integrated AR-driven engagement to connect retail storytelling with in-venue participation, reinforcing brand identity within a team partnership environment.
Inter&Co x Orlando City SC
Created a recurring in-venue AR goalkeeping challenge featured throughout the season, embedding interactive participation into the club’s event calendar.
Google Shopping x Lollapalooza
Enabled festival goers to virtually try on fashion and beauty products using AI-powered visualization tools, linking live engagement with real-time commerce pathways.
Google x WNBA
Developed a multi-touchpoint experience featuring virtual try-ons, AI-enhanced photography, personalized highlight reels, and social-ready content distribution.
Pepsi x Gladiator II (Paramount Pictures)
Built 'The Pepsi COLAsseum,' an immersive environment featuring AR costume try-ons, personalized accessories, large-scale projection, and a multisensory 4DX film screening.
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USAA x Army–Navy Game
Enabled fans to virtually try on historic team uniforms via AR after scanning tickets, using identity recognition to drive personalized participation and shareable content.
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