Researcher Chad Gobert joins the SII podcast to talk about his new paper in the Sports Innovation Journal titled Augmented Reality in Sport Marketing: Uses and Directions.
The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations
are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how it can be used by citing examples of how it has been used in sport marketing to this point.
Download the Full Paper Here: journals.iupui.edu/index.php/sij/index