The sports sector..enters the virtual world through its wide door

The marketing industry is currently pinning its hopes on the world of “Metaverse”, as brands and their agencies continue to hope that “Metaverse” will bring transformative capabilities to almost every sector, according to the Emirati statement.

What about the sports sector, which has recently seen an increasing number of digital events, increasing the enthusiasm of brands to engage more with the online fan base, what does the future hold for this sector in the world of “Metaverse” ?

“Sports is no different to any other industry, and there is hope for a really big shift, and this transformation is underpinned by exciting developments,” says Hannah Thompson, media director at TAJ.

In an article published on the marketing website “Drum”, she says that sitting in a living room and watching football on a virtual TV screen is “Metaverse”, and it increasingly looks like the future of sports viewing . She sees metaverse dimensions, where the brand’s communication with customers will mathematically drive expectations of profitable opportunities for broadcast media, streaming platforms and brands in the future.

It refers to important digital events that have fueled the enthusiasm of sports teams and clubs worldwide, such as the “Roblox” video game platform, and which represents it as a virtual world that includes user-generated games and social spaces, by hosting a live concert. featuring rapper Lil Nas X, viewed 33 million times in one weekend in December 2020.

This year alone, the Atlanta Braves baseball team recruited American video game and software developer APEC Games to remake a baseball stadium in Georgia, Troist Park, and the Manchester City soccer team unveiled similar plans for Etihad Stadium. Soccer, and a number of fans experience watching the AC Milan soccer team in the form of “Avatar” in Metaverse.

Video game engines are said to have opened up limitless possibilities for designing creative collections, while marketing teams saw opportunities to generate new revenue streams through real and virtual merchandise and collectibles, branding a new virtual business and creative landscape.

On May 1, the “Italian Football League gave 10,000 fans in the Middle East and North Africa (Mena) the opportunity to access its virtual room on the “Metaverse” to watch the match against Fiorentina in this virtual world look into an innovation that has not been tried with any of the European championships.” .After this pilot project, the goal will be to generate income, as the Italian league can split the broadcast rights of the Metaverse match and sell them to whoever wants to buy them, says Daniel Ferri at the BBC.


She pointed out that the Italian League has developed a broadcasting infrastructure and last October opened a center for international broadcasting in Milan, where all matches are produced and edited and sent to broadcasters in Italian, Arabic and English, with the creation of five virtual ad feeds. displayed on local LED boards in different countries around the world. For each game, people watching the game in the United States, for example, see different ads than those watching the same game in Italy, and the future can go to any stadium wearing VR goggles.

Thompson reports that in addition to the already growing popularity of eSports, the potential for online fan engagement is also rapidly increasing.

Thompson looks at the experience of energy drink brand Red Bull, which has become a big name in Formula One and a range of sports from motor racing to tennis, which has also taken the lead in e-sports and Halo player David Welch in sponsored the drug. 2000’s. Working closely with groups like Team OG on Dota 2, she sees the future of brands in organizing matches, coaching, live streaming and hosting a series of tournaments.

For a start, you see that holding virtual matches offers brands the opportunity to facilitate shared sporting moments that create strong bonds between the brand and beloved teams, and with recent technological developments see an increasing field to provide added value additions, such as multi -view cameras that allow fans to walk around stadiums and stadiums Sports and personal sports centers, referring to “Sports Metaverse” for “SportsSilicon”, where users can watch games with friends and enjoy virtual player interactions.

As for the future of personalized promotions, she sees the future in a seamless virtual transition from automated ambient advertising and says it’s a classic way to sponsor sports with ever-increasing adoption in every target market. Stadium based on viewer location, weather conditions, and real-time action, and as sports streams turn into new virtual homes, this targeting has the potential to help brands ensure greater relevance and a deeper resonance with fans.

As the variety of games and e-sports grows, you see more opportunities for integrated advertising and brand collaboration across virtual environments.

And you see a basic example of a native in-game ad from the FIFA in-game initiative to launch an automated bidding platform, providing access to the in-game ad space for a group of buyers. Branded materials with limited collections and product trials from Nike, Ferrari, Balenciaga and finally Timberland.

Often described as metaverse, Thompson says that esports platforms carve out immersive interactive spaces for brands within them, and in the future we can expect further development to break down these barriers and improve accessibility. Greater for small and medium-sized brands to invest in virtual campaigns. and products that give them greater traction.

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