PANEL: Beyond the Game: How XR is Revolutionizing Sports Fan Engagement

Sports fandom is evolving beyond the game itself—XR technology is redefining how teams, venues, and brands connect with fans. From immersive stadium experiences to AI-driven personalization and shared reality venues, the future of sports engagement is interactive, dynamic, and limitless. In this session, industry leaders from LA Galaxy, Cosm, and MVP Interactive will share how they’re leveraging XR, AI, and immersive content to create deeper fan connections.

LA Galaxy is transforming sports entertainment through Galaxy Studios, using storytelling, live experiences, and digital engagement to build a brand that extends far beyond soccer. Cosm is revolutionizing live sports with shared reality venues, where fans are fully immersed in the game through cutting-edge visuals and surround experiences. MVP Interactive is leading the way in AI-powered activations and interactive tech, making fan engagement more personalized, immersive, and impactful.

Key Takeaways:

• How XR is changing the way fans experience and interact with sports
• The evolution of stadiums into AI-driven, immersive engagement hubs
• How shared reality and digital experiences are shaping the next era of fandom
• Actionable insights on integrating XR, AI, and interactive content into marketing strategies

The future of fan engagement isn’t just about watching—it’s about experiencing. Get ready to step into what’s next.