How New Technology in Sports Impacts Fan Engagement

Abstract

The integration of Augmented Reality (AR) and Virtual Reality (VR) technologies, collectively referred to as Extended Reality (XR), has gained significant traction in the sports industry. This research investigates the impact of XR on sports fan engagement, with a particular focus on how these technologies influence different generational cohorts. A conceptual model is proposed, suggesting that Generation Z individuals exhibit stronger identification with sports teams compared to older generations. This enhanced loyalty, leads to the hypothesis that they perceive greater enhancement of their sports experience through XR technologies. Consequently, XR interventions may incentivize Gen Z's attendance at live games by providing immersive and interactive experiences. To test this conceptual model, a quantitative survey was conducted with 218 respondents across various age groups. The findings revealed a significant positive relationship between Gen Z individuals, sports team identification, and perceived enhancement through XR experiences. Furthermore, an indirect effect was observed, wherein Gen Z's stronger team identification and perceived enhancement through XR indirectly influenced their willingness to attend physical sports games with XR features. The study contributes empirical evidence to the growing field of XR research in sports and offers theoretical insights by building upon the literature on sports team identification. It provides practical implications for stakeholders in the sports industry, including teams, leagues, broadcasters, and marketers, by examining the current landscape of XR advancements and their integration within the realm of sports consumption. Limitations of the study and avenues for future research are addressed, highlighting the need for continued exploration into the complex interplay between technology, generational trends, and sports fandom.