How AR and VR Will Change the Experience of Watching Sports

The sports fan experience has been evolving, with the help of technology, for years. This evolution has launched state of the art venues and novel ways to engage. However, the pandemic brings the fan experience to new territory. Bringing insights to the new fan experience are Amy Lukas, Partner, Director of Events, and Darlene Van Uden, Design Director, of Infinite Scale, a sports design consultancy.

After working with a number of professional sports leagues on permanent design elements and special events, including five Superbowls, the organization has a wealth of knowledge. It helped them bring the NHL back to play. Lukas said, “We’ve been working with the NHL for over 12 years, and the limitations of COVID brought about a new way of playing. Once the NHL decided to host the games in Canada, we had two weeks to design, install, and implement.”

One of the most significant challenges was play without fans, but there was a digital integration to bring them there virtually. Fans were on digital screens, bringing some level of excitement. Lukas shared, “When we get back to full stadiums, I think they’ll be a new appreciation of fans being there in person and a bigger focus on enhancing their experience and taking it to the next level.”

Van Luden added, “The switch to presenting sports rather than a direct experience will probably move forward AR and VR to be in the moment. It’s a way to get closer to the game when no one can be close to it. I think we’ll see more catering to the fan’s personal preferences to keep them connected to their teams and players in a new way.”

Join host Bryan Meszaros on Experience by Design every other Wednesday as he explores the latest trends and solutions helping craft the world’s most intriguing experiences.

Follow us on social media for the latest updates in B2B!

Image

Latest

summer melt
From Freshmen to Founders: Michigan Students Take on Higher Ed’s Summer Melt Crisis with MeetYourClass
May 29, 2025

A growing number of colleges are struggling to convert applicants into enrolled students—and to keep them engaged through graduation. With Gen Z students relying heavily on familiar digital platforms like Instagram and Discord for social interaction, traditional college tools for orientation, enrollment, and community-building often miss the mark. According to research, between 10 to 40…

Read More
Aviation maintenance
The Future of Flight Depends on Mechanics, Not Machines: How Jets MRO is Solving the Aviation Maintenance Talent Gap
May 28, 2025

Private aviation is booming—but behind the sleek jets and luxury cabins lies a hidden crisis. A looming shortage of qualified aviation maintenance technicians threatens to ground growth. According to Boeing’s 2023 Pilot and Technician Outlook, the industry will need about 690,000 new maintenance technicians by 2042. While private jet usage is skyrocketing, the infrastructure to…

Read More
digital learning ecosystem
Stride at 25: Redefining the Digital Learning Ecosystem for Today’s K–12 Learners
May 28, 2025

As virtual learning matures and school choice accelerates across the U.S.,the 25th anniversary of Stride Inc. offers a moment to reflect on how far the digital learning ecosystem has come and where it’s headed.. Once known as K12 Inc., the company helped pioneer online education at scale. But in a landscape shaped by evolving…

Read More
search
From Search (SEO) to Answers with Generative AI
May 27, 2025

In this episode of The Marketing AI SparkCast, Aby Varma—founder of Spark Novus, which partners with marketing leaders to adopt AI responsibly and strategically—hosts Mike Ensing, Founder and CEO of Revere AI. They explore how LLMs are revolutionizing search, shifting the customer journey, and forcing a new marketing playbook where brand discovery is increasingly…

Read More