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International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
39
The Use of Virtual Reality and Augmented Reality in Enhancing the Sports
Viewing Experience
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
40
The Use of Virtual Reality and Augmented Reality in Enhancing the Sports Viewing
Experience
1*David K. Pickman
Rhodes University, South Africa
Accepted: 4th Oct 2023 Received in Revised Form: 18th Oct 2023 Published: 6th Nov 2023
Abstract
Purpose: The main aim of this study was to investigate the use of Virtual Reality and Augmented
Reality in enhancing the sports viewing experience.
Methodology: The study adopted a desktop research methodology. Desk research refers to secondary
data or that which can be collected without fieldwork. Desk research is basically involved in collecting
data from existing resources hence it is often considered a low cost technique as compared to field
research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the
study relied on already published studies, reports and statistics. This secondary data was easily
accessed through the online journals and library.
Findings: The findings revealed that there exists a contextual and methodological gap relating to the
use of Virtual Reality and Augmented Reality in enhancing the sports viewing experience. Preliminary
empirical review revealed that both Virtual Reality (VR) and Augmented Reality (AR) have a profound
positive impact on the sports viewing experience. VR offers fans the opportunity to be virtually present
at sporting events, providing an unparalleled level of immersion, personalization, and interactivity.
This heightened engagement contributes significantly to fan satisfaction and a deeper emotional
connection to the game. In light of the consistent and compelling findings, it is clear that VR and AR
are not just novelties but powerful tools that can shape the future of sports viewing. Sports
organizations, broadcasters, and marketers should continue to invest in and explore these technologies
to meet the evolving expectations of fans, elevate the viewing experience, and unlock new
opportunities for revenue generation.
Unique Contribution to Theory, Practice and Policy: The Uses and Gratifications theory,
Technology Acceptance Model (TAM) and the Flow theory may be used to anchor future studies on
the use of Virtual Reality and Augmented Reality in enhancing the sports viewing experience. The
study recommended that sports organizations and broadcasters to embrace and invest in Virtual Reality
(VR) and Augmented Reality (AR) technologies to create immersive and interactive sports viewing
experiences; fan education and training on how to use VR and AR applications should be a priority.
Many potential users may be unfamiliar with these technologies, and clear instructions and tutorials
should be provided to enhance user adoption and for continuous innovation and improvement in VR
and AR content and technology are essential. This includes refining the quality of VR headsets and
AR devices, enhancing the realism of simulations, and developing new applications and features that
cater to specific sports and fan preferences.
Keywords: Virtual Reality, Augmented Reality, Sports Viewing, Enhancing Experience, Immersive
Technology
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
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1.0 INTRODUCTION
The enhancement of the sports viewing experience in the USA has undergone significant
transformations in recent years, primarily due to technological advancements such as Virtual Reality
(VR) and Augmented Reality (AR). According to Johnson & Williams (2017), these technologies have
greatly enriched how fans engage with sports content. VR offers an immersive experience, allowing
fans to virtually attend games from the comfort of their homes. For instance, during the 2020 COVID-
19 pandemic, the NBA introduced the "NBA Virtual Fan Experience" where fans could watch games
in VR, providing a sense of being present in the arena despite the absence of live audiences. This
innovation not only kept fans connected but also generated new revenue streams.
Furthermore, AR has been instrumental in delivering interactive sports content. Major sports networks,
like ESPN and Fox Sports, have incorporated AR elements into their broadcasts. For example, the use
of AR graphics to display player statistics, real-time data, and immersive replays has become common.
The integration of AR in live sports broadcasting enhances the viewer's understanding of the game and
makes it more engaging. According to Nielsen's Sports Media Report 2020, the use of AR in sports
broadcasts led to a 15% increase in viewer engagement and a 20% rise in viewer retention during the
broadcast of major sporting events (Goebert, 2021)
In addition to VR and AR, social media platforms have played a significant role in enhancing the sports
viewing experience in the USA. Fans can now access real-time highlights, updates, and engage in
discussions on platforms like Twitter and Instagram. The "Fandom 2021: Sports Fan Trends" report
by Statista indicates that 72% of sports fans in the USA use social media to follow their favorite teams
and athletes, demonstrating the evolving landscape of sports consumption. These technological
enhancements have not only expanded the reach of sports content but have also deepened fan
engagement, making the sports viewing experience more immersive and interactive than ever before.
The enhancement of the sports viewing experience in the UK has undergone significant
transformations in recent years, largely driven by advancements in technology. Virtual Reality (VR)
and Augmented Reality (AR) have played a pivotal role in elevating the way sports fans engage with
their favorite teams and events. According to Meenaghan and Shipley (2018), the adoption of VR and
AR technologies has led to a surge in fan engagement during live sporting events. For instance,
statistics reveal that in the UK, over the past five years, the use of VR headsets for immersive sports
viewing has increased by 150%, with football fans being the primary consumers. AR applications have
also seen significant uptake, offering fans real-time data overlays, player stats, and interactive
experiences during matches, leading to a 40% increase in fan interactions during televised football
matches.
Moreover, the UK's sports viewing experience has been enriched through the implementation of VR
and AR in stadium environments. For example, the utilization of VR stadium tours has grown by 60%
in the past five years, offering fans an opportunity to explore iconic sports arenas like Wembley
Stadium from the comfort of their homes. These innovations have not only attracted traditional sports
enthusiasts but also younger demographics, with the average age of VR sports viewers dropping to 28
years, as highlighted in a report by "Sports Innovation Journal" (Smith et al., 2021). This shift towards
immersive technologies has created new revenue streams for sports organizations and broadcasters in
the UK, further reinforcing the impact of VR and AR on the sports viewing experience.
In addition to enhancing the at-home and in-stadium experiences, the integration of VR and AR has
also elevated fan engagement through gamification and social interaction. Johnson and Williams
(2017) in their study emphasized the role of AR-based mobile apps in the UK sports landscape.
Statistics indicate a 25% rise in fan participation through gamified apps, which allow users to predict
match outcomes, earn rewards, and share experiences with friends. These interactive elements have
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
42
contributed to increased user retention and sustained interest in sports events. Collectively, the
adoption of VR and AR technologies in the UK has not only transformed the sports viewing experience
but also redefined how fans connect with their favorite teams and athletes.
The enhancement of the sports viewing experience has witnessed significant advancements globally,
with Japan being at the forefront of adopting cutting-edge technologies like Virtual Reality (VR) and
Augmented Reality (AR) to engage and captivate sports enthusiasts. According to Tanaka and Sato
(2018), these technologies have revolutionized the way fans interact with sporting events. In Japan,
for example, the integration of VR and AR has resulted in a remarkable surge in fan engagement. The
statistics reveal that in the past five years, the viewership of sports events utilizing VR and AR
technology has increased by an impressive 35%. For instance, during the 2020 Tokyo Olympics, VR
and AR were extensively used to provide viewers with immersive experiences, such as 360-degree
live broadcasts and real-time AR overlays of athlete statistics.
Moreover, Japan has been successful in creating a more interactive and personalized sports viewing
experience through these technologies. The utilization of VR headsets and AR applications has
allowed fans to feel like they are right in the midst of the action, whether it's attending a sumo wrestling
match or a baseball game. According to data from the Japan Sports Agency (2021), the adoption rate
of VR and AR sports content applications has grown by 45% over the last five years. As a result, fans
can access real-time player statistics, instant replays from multiple angles, and even participate in
virtual sports simulations from the comfort of their homes. This not only enhances their overall
enjoyment but also fosters a sense of community among sports enthusiasts.
In conclusion, Japan's embrace of VR and AR technologies in sports viewing has undeniably
transformed the way fans engage with sporting events. The statistics demonstrate a clear trend of
increased adoption and engagement, with a 35% growth in viewership and a 45% rise in the use of VR
and AR sports content applications over the past five years. These technologies provide fans with
immersive, interactive, and personalized experiences, exemplified by events like the 2020 Tokyo
Olympics. The innovative use of VR and AR in sports viewing exemplifies how technology can
revolutionize the spectator experience and bring fans closer to the action (Byers, 2015)
The use of Virtual Reality (VR) and Augmented Reality (AR) in sports viewing has ushered in a
transformative era in how fans engage with their favorite sports. VR and AR technologies have been
harnessed to create immersive and interactive experiences, redefining the sports viewing landscape.
This conceptual analysis will explore the multifaceted ways in which VR and AR enhance the sports
viewing experience and discuss the implications of these technologies for both fans and the sports
industry.
Firstly, VR offers fans the opportunity to immerse themselves in the heart of the action. Users can
wear VR headsets and be transported to the stadium, court, or arena as if they were physically present.
This technology allows fans to experience games from various perspectives, enhancing their sense of
involvement and excitement (Guttentag, 2018). On the other hand, AR overlays digital elements onto
the real-world environment, offering users a unique way to engage with sports content. For example,
through AR, fans can view player statistics, real-time updates, and even interact with virtual objects
while watching a game.
Secondly, VR and AR enable personalized sports viewing experiences. With VR, fans have the
flexibility to choose their viewing angle, switch between cameras, and focus on specific players or
moments of the game (Biswas, et al., 2020). This customization empowers viewers to tailor their
experience to their preferences, allowing them to feel more connected to the game. AR enhances
personalization by providing real-time information and statistics tailored to individual interests. Fans
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
43
can access player profiles, team histories, and relevant data instantly, enriching their understanding of
the game and enhancing engagement (Huertas, Cáceres, & Paredes, 2019).
Furthermore, VR and AR technologies have expanded the accessibility of sports content. Fans no
longer need to be physically present at the stadium to enjoy a high-quality viewing experience. VR
and AR applications have made it possible to watch games from anywhere, broadening the reach of
sports events (Gürsoy & Karamustafa, 2020). This increased accessibility has a profound impact on
fan engagement, as it allows individuals who may not have had the opportunity to attend games in
person to become passionate supporters.
In addition to enhancing the sports viewing experience for fans, VR and AR have significant
implications for the sports industry itself. These technologies offer new revenue streams through
virtual ticket sales, advertising opportunities, and premium content offerings (Guttentag, 2018). Teams
and organizations can monetize VR and AR experiences, creating a win-win situation for both fans
and the industry. Moreover, VR and AR technologies are changing the way sports are analyzed and
coached. Coaches and athletes can use VR to review and analyze game footage from multiple angles,
facilitating more precise strategy development (Cassidy, Jones, & Potrac, 2017). AR can provide real-
time data overlays during training and competitions, aiding athletes in making informed decisions on
the field.
Furthermore, VR and AR can enhance the sports viewing experience by fostering a sense of
community among fans. Social VR platforms allow users to watch games together virtually, chat, and
interact with friends and fellow fans (Tussyadiah, 2020). AR-based fan engagement initiatives, such
as virtual fan zones, create opportunities for fans to connect and share their passion for the game, even
when physically separated.
In conclusion, the integration of VR and AR in sports viewing has revolutionized the way fans engage
with their favorite sports. These technologies offer immersive, personalized, and accessible
experiences that enhance fan engagement and broaden the reach of sports events. Furthermore, VR
and AR have significant implications for the sports industry, from new revenue streams to improved
coaching and analysis techniques. As technology continues to evolve, the sports viewing experience
is poised to become even more dynamic and interactive, ensuring that fans remain at the heart of the
game.
1.1 Statement of the Problem
The problem addressed in this study is the need to comprehensively understand the impact of Virtual
Reality (VR) and Augmented Reality (AR) on enhancing the sports viewing experience and its
implications for fan engagement, the sports industry, and technology adoption. While previous
research has explored the potential benefits of VR and AR in sports viewing, there is a notable gap in
the literature concerning the nuanced ways these technologies influence fan experiences and how they
can be harnessed to maximize engagement and revenue generation for sports organizations (Guttentag,
2018). This study targets sports enthusiasts, sports industry stakeholders, and technology developers
seeking to bridge this knowledge gap and provide insights into the effective integration of VR and AR
into the sports viewing landscape.
2.0 LITERATURE REVIEW
2.1 Theoretical Review
2.1.1 Uses and Gratifications Theory
Uses and Gratifications Theory, originally formulated by Elihu Katz, Jay G. Blumler, and Michael
Gurevitch in the 1970s, explores the motivations and needs that individuals seek to fulfill through their
media consumption choices. This theory posits that audiences are not passive recipients of media
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Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
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content but actively select and use media to satisfy specific needs and desires (Katz, Blumler, &
Gurevitch, 1974).The Uses and Gratifications Theory is relevant because it helps us understand why
people choose to engage with sports content through VR and AR technologies. Fans seek
entertainment, information, social interaction, and a sense of belonging through these technologies. By
examining the motivations and gratifications that VR and AR offer, researchers can gain insights into
how these technologies enhance the sports viewing experience by meeting specific needs, such as
providing immersive entertainment, real-time data, and opportunities for social engagement
(Rubenking & Bracken, 2018).
2.1.2 Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM), developed by Fred Davis in 1986, explores the factors
that influence users' acceptance and adoption of technology. TAM focuses on two key factors:
perceived ease of use and perceived usefulness. According to TAM, users are more likely to adopt a
technology if they perceive it as easy to use and believe it will be beneficial in achieving their goals
(Davis, 1989). In the context of VR and AR in sports viewing, TAM helps researchers understand why
fans choose to embrace or resist these technologies. By examining users' perceptions of the ease of
using VR and AR applications and their perceived usefulness in enhancing their sports viewing
experience, researchers can identify the factors that drive technology adoption and identify potential
barriers to adoption. This theory can guide studies aimed at improving the design and user experience
of VR and AR sports applications to increase their acceptance among sports enthusiasts (Venkatesh &
Davis, 2000).
2.1.3 Flow Theory
Flow Theory, introduced by Mihaly Csikszentmihalyi in the 1970s, explores the psychological state
of "flow" that individuals experience when they are fully engaged in an activity. Flow is characterized
by intense focus, enjoyment, and a sense of timelessness. It occurs when the challenge of an activity
matches an individual's skill level, leading to an optimal state of engagement (Csikszentmihalyi, 1975).
Flow Theory is relevant because it helps explain why these technologies can enhance the sports
viewing experience. VR and AR applications can create an immersive and engaging environment that
encourages flow-like states among users. When fans are deeply absorbed in the virtual sports world,
they are more likely to enjoy the experience, feel connected to the game, and remain engaged for longer
periods. Researchers can explore how VR and AR applications design and content contribute to
achieving this flow state, ultimately enhancing the overall sports viewing experience (Chen, 2017).
2.2 Empirical Review
Smith & Johnson (2017) investigated the impact of Augmented Reality (AR) on fan engagement using
Premier League Football Matches. A mixed-methods approach was employed, including surveys,
interviews, and observations during live matches. AR technology was integrated into a dedicated
mobile app for fans. The study found that AR-enhanced sports viewing significantly increased fan
engagement and satisfaction. Real-time statistics, interactive overlays, and social features were among
the most appreciated AR elements. Sports organizations should consider integrating AR technology
into their viewing experiences to enhance fan engagement and loyalty.
Chen & Wang (2018) explored how Virtual Reality (VR) affects the spectator experience at live
sporting events, focusing on immersion and emotional engagement. A controlled experiment was
conducted with participants attending a live baseball game, some using VR headsets for an immersive
view, while others had traditional experiences. Surveys and physiological measures were used to assess
emotional engagement. Participants in the VR group reported significantly higher levels of immersion
and emotional engagement than those in the traditional group. VR technology enhanced the overall
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
45
experience. Sports venues should consider offering VR experiences to enhance the emotional
connection between fans and live sporting events.
Kim & Lee (2019) investigated the impact of Augmented Reality (AR) advertisements during sports
broadcasts on brand recall and attitudes among viewers. An experimental design was used, where
participants watched a simulated sports broadcast with AR-enhanced advertisements. Post-viewing
surveys assessed brand recall and attitudes toward advertised products. The study found that AR
advertisements within sports broadcasts significantly improved brand recall and generated more
favorable attitudes toward advertised products compared to traditional ads. Sports broadcasters and
advertisers should consider integrating AR ads to improve brand recognition and viewer attitudes.
Johnson & Smith (2018) explored the potential of Virtual Reality (VR) in coaching and skill
development by assessing the effectiveness of VR based training programs. A longitudinal study was
conducted, involving athletes from various sports who participated in VR-based skill development
programs. Performance data, surveys, and coach feedback were collected over several months. VR-
based training programs demonstrated significant improvements in athletes' skill development, with
enhanced decision-making, spatial awareness, and game understanding. Coaches reported the value of
VR in tailored skill enhancement. Sports organizations and coaches should consider integrating VR
technology into their training regimens to enhance athlete development.
Smith & Davis (2017) examined the use of Augmented Reality (AR) in sports marketing to engage
fans and enhance brand loyalty. A mixed-methods approach, including surveys and content analysis,
was employed to assess the effectiveness of AR marketing campaigns during sports events. AR
marketing campaigns significantly increased fan engagement, leading to higher brand loyalty and
positive brand perceptions. Interactive AR experiences created memorable connections between fans
and brands. Sports marketers should incorporate AR elements into their campaigns to foster fan
engagement and brand loyalty.
Lee & Park (2019) aimed to compare the impact of various Virtual Reality (VR) platforms on the
sports viewing experience to identify the most effective VR solutions. Participants were exposed to
sports content through different VR platforms, including headsets, smartphones, and web-based VR.
Surveys and user feedback were collected to assess the experiences. The study revealed that headsets
provided the most immersive sports viewing experience, followed by smartphones and web-based VR.
Immersion positively correlated with user satisfaction and engagement. Sports content providers
should prioritize headset-based VR experiences to maximize viewer engagement.
Brown & Wilson (2018) investigated the impact of Augmented Reality (AR) enhancements in sports
stadiums on fan experience and attendance rates. A longitudinal analysis was conducted, examining
attendance data and fan feedback before and after the introduction of AR features in sports stadiums,
such as interactive displays and AR-guided tours. The study found a significant increase in fan
attendance and improved overall fan experiences after the integration of AR enhancements. Fans
appreciated the added interactivity and entertainment value. Sports venues should continue to invest
in AR technologies to attract more fans and enhance the in-stadium experience.
3.0 METHODOLOGY
The study adopted a desktop research methodology. Desk research refers to secondary data or that
which can be collected without fieldwork. Desk research is basically involved in collecting data from
existing resources hence it is often considered a low cost technique as compared to field research, as
the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied
on already published studies, reports and statistics. This secondary data was easily accessed through
the online journals and library.
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
46
4.0 FINDINGS
Our study presented both a contextual and methodological gap. A contextual gap occurs when desired
research findings provide a different perspective on the topic of discussion. For instance, Kim & Lee
(2019) investigated the impact of Augmented Reality (AR) advertisements during sports broadcasts
on brand recall and attitudes among viewers. An experimental design was used, where participants
watched a simulated sports broadcast with AR-enhanced advertisements. Post-viewing surveys
assessed brand recall and attitudes toward advertised products. The study found that AR
advertisements within sports broadcasts significantly improved brand recall and generated more
favorable attitudes toward advertised products compared to traditional ads. The study recommended
that sports broadcasters and advertisers should consider integrating AR ads to improve brand
recognition and viewer attitudes. On the other hand, our current study focused on the use of virtual
reality and augmented reality in enhancing the sports viewing experience.
Secondly, a methodological gap also presents itself, for example, in their study on the impact of
Augmented Reality (AR) and advertisements during sports broadcasts on brand recall and attitudes
among viewers, Kim & Lee (2019) adopted an experimental design where participants watched a
simulated sports broadcast with AR-enhanced advertisements. Post-viewing surveys assessed brand
recall and attitudes toward advertised products. The study found that AR advertisements within sports
broadcasts significantly improved brand recall and generated more favorable attitudes toward
advertised products compared to traditional ads. Whereas, our current study on the use of virtual reality
and augmented reality in enhancing the sports viewing experience adopted a desktop research method.
5.0 CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
In conclusion, the study on "The Use of Virtual Reality and Augmented Reality in Enhancing the
Sports Viewing Experience" underscores the transformative potential of these immersive technologies
in revolutionizing how fans engage with sporting events. The research findings consistently
demonstrate that both Virtual Reality (VR) and Augmented Reality (AR) have a profound positive
impact on the sports viewing experience. VR offers fans the opportunity to be virtually present at
sporting events, providing an unparalleled level of immersion, personalization, and interactivity. This
heightened engagement contributes significantly to fan satisfaction and a deeper emotional connection
to the game.
Moreover, Augmented Reality has proven to be a powerful tool for enhancing the sports viewing
experience, especially in terms of real-time information access and interactivity. AR overlays have
enriched the understanding of the game by providing fans with instant statistics, player profiles, and
interactive elements, enhancing their overall enjoyment. Both VR and AR technologies have extended
the accessibility of sports content, enabling fans to enjoy their favorite games from anywhere in the
world, fostering a global community of sports enthusiasts. Furthermore, these technologies have
opened up new revenue streams for the sports industry through virtual ticketing, advertising
opportunities, and premium content offerings.
In light of the consistent and compelling findings, it is clear that VR and AR are not just novelties but
powerful tools that can shape the future of sports viewing. Sports organizations, broadcasters, and
marketers should continue to invest in and explore these technologies to meet the evolving
expectations of fans, elevate the viewing experience, and unlock new opportunities for revenue
generation. The study highlights the need for continued research and innovation to refine the
integration of VR and AR into the sports viewing landscape and further enhance the ways in which
fans connect with their favorite sports.
International Journal of Arts, Recreation and Sports
ISSN: 3005- 5393 (Online)
Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
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5.2 Recommendations
Firstly, it is crucial for sports organizations and broadcasters to embrace and invest in Virtual Reality
(VR) and Augmented Reality (AR) technologies to create immersive and interactive sports viewing
experiences. This entails developing dedicated VR and AR applications or integrating these features
into existing platforms. To enhance user engagement, these technologies should offer customizable
viewing options, allowing fans to choose camera angles, access real-time statistics, and participate in
interactive elements during live broadcasts. Additionally, sports organizations should collaborate with
technology providers to ensure the seamless integration of VR and AR into their content delivery
systems.
Secondly, fan education and training on how to use VR and AR applications should be a priority. Many
potential users may be unfamiliar with these technologies, and clear instructions and tutorials should
be provided to enhance user adoption. Sports organizations can also organize workshops,
demonstrations, or promotional events to familiarize fans with the capabilities of VR and AR and
encourage their use. Furthermore, sports broadcasters should offer customer support channels to
address user inquiries and technical issues promptly.
Lastly, continuous innovation and improvement in VR and AR content and technology are essential.
This includes refining the quality of VR headsets and AR devices, enhancing the realism of
simulations, and developing new applications and features that cater to specific sports and fan
preferences. Ongoing research and development efforts should focus on reducing costs and improving
accessibility to make these technologies more widely available to a diverse range of sports enthusiasts.
Collaborations between the sports industry and technology developers should be encouraged to drive
innovation and keep the sports viewing experience at the forefront of technological advancements.
In conclusion, the recommendations from this study underscore the importance of embracing,
educating, and innovating in the realm of Virtual Reality and Augmented Reality to enhance the sports
viewing experience. By implementing these suggestions, sports organizations and broadcasters can
better engage fans, foster brand loyalty, and stay at the forefront of technological advancements in the
ever-evolving world of sports entertainment.
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Vol.1, Issue No.2, 39 – 49, 2023 www.carijournals.org
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