The Power of AR in UK Sports Stadiums

Augmented reality (AR) has huge untapped potential, especially in the UK sports market. While the NFL has led the way with AR during games, providing fans with live stats, player insights on speed, stamina and performance, we’re only scratching the surface of what is possible.

Imagine being at a rugby match, pointing your phone at the stadium screen and instantly seeing real time player stats. Speed, tackles, conversions, etc. You could get the full breakdown of all the stats from the beginning of the game right in the palm of your hand. Whether fans are watching live in the stadium, from home or even at the local pub, AR could make them feel more immersed and connected to the action than ever before.

Real-time AR mascots are another exciting concept taken from American sports. In U.S. stadiums, mascots “climb,” over the crowd using AR, creating shared moments that engage the entire audience, whether at half-time or before the game. Bringing this concept to UK stadiums, whether for rugby or other sports, would add an extra layer of fun and spectacle to the live experience, making it even more immersive for fans.

Taking Experiential to Grassroots

The opportunity for world class experiences shouldn’t be limited to major events. Experiential campaigns can also bridge the gap between professional athletes and everyday players. Take inspiration from Nike’s campaign a few years back where fans could “race their shadow” or race the shadow of pro-athletes to compete against speed and agility. A similar activation could be tailored to rugby where fans could compare their performance to the pros, using AR and tracking technology to monitor their speed, power and passing accuracy. For brands, this could be an opportunity to not only engage fans but potentially discover new talent through data collection sent directly to recruitment systems for clubs and teams.

Sportswear brands like Nike, Adidas, Puma, and Canterbury could also get in on the action, offering personalised product recommendation based on a player’s performance. For instance, guests could run through an obstacle course where your strength is tested on a scrum machine, your accuracy assed in a passing challenge and your speed measured as your race to the try line. At the end, insights on your performance would be gathered and recommendations would be provided on the best boots to wear or the best training regime to follow to enhance your ability.

This kind of activation creates a win-win situation. Fans get a fun, memorable experience while brands gather valuable consumer data that drives future engagement.

Bringing that Super Bowl Energy to UK Rugby Stadiums

How could we bring a bit of that Super Bowl magic to rugby? In the US, fan traditions like the “Kiss Cam” and “Lookalike” cam have become iconic ways to keep the crowd entertained between game moments. These lighthearted activations are not only fun but also create a sense of community in the stadium. So, why don’t we see more of this in UK sports?

Interactive games could be a great way of engaging UK rugby fans during halftime. Perhaps with a pass precision challenge similar to our British Airways Rugby Challenge at Twickenham, where fans toss rugby balls through lit-up rings. It’s a straightforward idea, but it keeps fans engaged, laughing, and competing with friends, while also staying immersed in the game-day atmosphere.

Or fans could compete in a similar conversion kicking contest. Using AR, fans could get real-time feedback on their kicking form, similar to how golf simulators work. Users would kick a rugby ball at a giant screen and watch as their shot plays out in a virtual stadium on the screen.

And why stop there? How about a carnival-style passing game where fans have to throw a ball and try to knock down moving targets representing rival players or mascots? It would be an incredibly fun, shareable experience, blending the competitive spirit of rugby with some lighthearted fun.

A memorable experiential marketing example comes from Canterbury’s activation at the 2015 Men’s Rugby World Cup. Fans outside the stadium were challenged to form rugby lineouts to retrieve suspending Canterbury jerseys hanging above. If they succeeded, they won a premium Canterbury jersey. This creative activation was a hit, as it captured the essence of teamwork and rugby culture, making it a perfect match for the brand.

We could adapt this idea and take it to the next level. What if rugby balls were suspended from the ceiling, randomly moving up and down? Fans could jump or form lineouts to grab them, winning prizes or exclusive experiences. This would add an element of unpredictability and teamwork which would make the activation even more exciting and engaging.

These ideas centre around a simple goal, creating an unforgettable experience that both fans and brands can benefit from. Whether it’s through AR-enhanced stats, grassroots player competitions, or fun and interactive fan zones, experiential marketing can build a deeper connection between brands and their audiences.

For marketers looking to make a big creative impact in 2025, the opportunity to combine technology, creativity and sport is ever growing. A brand that can offer real value to its fans, whether through personalised products, immersive experiences or a shareable moment, will stand out from the crowd and will be remembered for years to come.

If you are planning your next campaign around these major sporting events, think beyond the traditional! Create something that truly engages your audience, leaves a lasting impression and drives them to share their experience. If you can deliver value, your brand will be remembered long after that final whistle blows.

For more insights and creative ideas on how to make your next campaign unforgettable, contact the Xi team here.