Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.77> Article
Research Article

Strategic Sports Communication: Market and Interaction in Olympic Games and FIFA World Cup

Xinyue LiChengdu University*

* Corresponding author: [email protected]

Abstract

This literature review considers the applications of Virtual Reality (VR) and Augmented Reality (AR) technology for use in the communications strategy within sports, with a focus on major international sports events such as the Tokyo 2020 Olympics, the Paris 2024 Olympics, the Russian FIFA World Cups, and the Qatari FIFA World Cups. The paper highlights the spectacular shift in fan engagement and modes of communication in the sports industry, which has increased. Immersive technologies have revolutionized the traditional sports experience, optimizing viewer engagement and participation through creative applications. The findings indicate that while VR and AR hold much promise for enhancing audience engagement, there are large gaps in current research, as seen by the methods and practical applications of the said technologies. It is recommended that upcoming research try to bridge these gaps by emphasizing user experience and the overall impact of immersive technologies on sports communication.

Keywords: VR; AR; Olympic Games; FIFA
Published: September 24, 2025
DOI: 10.54254/2753-7064/2025.BJ27189
Volume: CHR Vol.77
pp. 58-64
Download PDF

References

  1. Byon, K.K. and Phua, J. (2021) Digital and interactive marketing communications in sports. Journal of Interactive Advertising, 21, 75-78. https: //doi.org/10.1080/15252019.2021.1970422
  2. Iyer, S.R., Pavlik, J. and Jin, S.V. (2022) Leveraging virtual reality (VR) for sports public relations and sports journalism: Qualitative analyses of VR content productions for 'Russia 2018’ and 'Qatar 2022’ FIFA World Cups. Journal of Sport & Tourism, 26, 335-362. https: //doi.org/10.1080/14775085.2022.2097942
  3. Goebert, C. (2020) Augmented reality in sport marketing: Uses and directions. SIJ Sports Innovation Journal, 1, 134-151. https: //doi.org/10.18060/24227
  4. ABI Research. (2024). Worldwide augmented reality (AR) market valuation. Retrieved from https: //www.abiresearch.com/news-resources/chart-data/report-augmented-reality-market
  5. Precedence Research. (2024). Augmented reality market size to hit USD 2, 804.82 bn by 2034. Retrieved from https: //www.precedenceresearch.com/augmented-reality-market
  6. Bozyer, Z. (2015) Augmented reality in sports: Today and tomorrow. International Journal of Science Culture and Sport (IntJSCS). https: //doi.org/10.14486/IJSCS392
  7. Ling, S. and Zhao, K. (2024) Research on sports communication theory and practice in the digital era. Frontiers in Sport Research, 6, 164-168. https: //doi.org/10.25236/FSR.2024.060426
  8. Pickman, D.K. (2023) The use of virtual reality and augmented reality in enhancing the sports viewing experience. International Journal of Arts, Recreation and Sports, 1, 39-49.
  9. Elsholz, S., Pham, K. and Zarnekow, R. (2025) A taxonomy of virtual reality sports applications. Virtual Reality. https: //doi.org/10.1007/s10055-024-01090-0
  10. Goebert, C., Greenhalgh, G. and Dwyer, B. (2022) A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts. Computers in Human Behavior, 137, 107388. https: //doi.org/10.1016/j.chb.2022.107388
  11. Goebert, C. and Greenhalgh, G.P. (2020) A new reality: Fan perceptions of augmented reality readiness in sport marketing. Computers in Human Behavior, 106, 106231. https: //doi.org/10.1016/j.chb.2019.106231
  12. Ren, H., DaCosta, L., Miragaya, A., et al. (2008) Olympic Studies Reader: A Multidisciplinary and Multicultural Research Guide. Beijing Sport University & Universidade Gama Filho.
  13. PwC. (2020). Tǐyù hángyè fùsū jìnxíng shí: biàngé niándài [The recovery of the sports industry: An era of transformation]. PwC.
  14. Gradl, S., Eskofier, B.M., Eskofier, D., et al. (2016) Virtual and augmented reality in sports: An overview and acceptance study. Friedrich-Alexander University Erlangen-Nürnberg (FAU), realities.io, Fraunhofer Institute for Integrated Circuits IIS. https: //doi.org/10.1145/2968219.2968572
  15. Euronews. (2021). Tokyo 2020: Virtual reality and augmented reality bringing spectators closer to the action. Retrieved from https: //www.euronews.com/next/2021/07/23/tokyo-2020-virtual-reality-and-augmented-reality-bringing-spectators-closer-to-the-action
  16. International Olympic Committee. (2023). World Mental Health Day: First-of-its-kind Mind Zone praised by athletes at Paris 2024. Retrieved from https: //www.olympics.com/en/news/world-mental-health-day-first-of-its-kind-mind-zone-praised-by-athletes-at-paris-2024
  17. International Olympic Committee. (2024). Olympic digital experiences set to serve and delight fans for Paris 2024. Retrieved from https: //www.olympics.com/en/news/olympic-digital-experiences-set-to-serve-and-delight-fans-for-paris-2024
  18. TVBEurope. (2018). World Cup 2018: A look inside the BBC’s dedicated VR app. Retrieved from https: //www.tvbeurope.com/features/world-cup-2018-a-look-inside-the-bbcs-dedicated-vr-app
  19. PreScouter. (2018). Technologies used in the FIFA World Cup 2018. Retrieved from https: //www.prescouter.com/2018/06/technologies-fifa-world-cup-2018/
  20. Grand Visual. (2018). Coca-Cola FIFA World Cup AR Experience. Retrieved from https: //grandvisual.com/work/coca-cola-fifa-world-cup-ar-experience/
  21. Sector 5 Digital. (2018). FIFA Player AR Experience. Retrieved from https: //www.sector5digital.com/use-cases-and-projects/fifa-player-ar-experience
  22. Global Times. (2022). China’s metaverse-powered World Cup coverage reshapes watching experience with immersive tech. Retrieved from https: //www.globaltimes.cn/page/202211/1279989.shtml
  23. Gulf Times. (2022). Tech startup to use AI, AR for immersive 2022 FIFA World Cup fan experience. Retrieved from https: //www.gulf-times.com/story/662543/Tech-startup-to-use-AI-AR-for-immersive-2022-FIFA-World-Cup-fan-experience