Sporting arenas may be a long way away from equipping each seat with an augmented reality (AR) headset, but the technology has become part of the game day experience for many organizations.

Every sport is different, as is every fan base, but every league in America is examining how augmented and virtual reality (VR) could enhance their fan experience and also drive profit.

According to a new report from Front Office Sports, the sports market remains underpenetrated by AR/VR technology.

While much of the emphasis so far has been put on increasing fan engagement, at least one team is using AR to directly drive sales.

On Business Casual, hosts Tyler Kern and Geoffrey Short look at how the Los Angeles Kings work with sponsors to provide unique experiences for fans, all through AR. Kern and Short also speak on their experiences working in sports and what the future might hold for AR technology in the industry.