Next-gen technology and the sports field: a new land of marketing and advertising opportunity

Oliver Botti

This article explores the new technology enabling more interactive and immersive sports content experiences.

These are worrying times for the sports business. With daily news of more players infected and empty stadiums as imposed by social distancing to prevent the spread of COVID-19, there have been plenty of obstacles for sports content providers and their advertisers to face in a very short period of time.

Fortunately, though, we are not facing this emergency wholly unprepared, and new technologies that radically reinvent the marketing and advertising opportunity were already waiting in the wings.

Digitalisation of the sports entertainment experience was already taking place and has now come into its own.

Although watching sport on TV...

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