Elevating Fan Engagement in Sports Stadiums

Fan engagement is key to uniting supporters; it builds excitement, strengthens loyalty, and enhances the matchday experience. The moments before kickoff are a powerful opportunity to bring fans together, creating anticipation and energy that carries into the game. Whether in the stadium or at home, an interactive pre-game or half-time experience makes supporters feel more connected, turning passive waiting time into an exciting part of the event.

For their 150th anniversary, the IRFU wanted to harness this energy by giving fans a way to celebrate Irish Rugby’s history through an experience that was immersive, interactive, and accessible to everyone, no matter where they were watching.

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We designed an interactive AR experience that celebrated 150 years of Irish Rugby, bringing supporters on a journey through time whether they were at the stadium or watching from home. The experience allowed users to explore a detailed 3D recreation of the old Lansdowne Road stadium, seeing how it evolved into today’s Aviva Stadium.

Thanks to the stadium’s 5G connectivity, fans were able to download and launch the experience seamlessly, ensuring instant access even in a high-traffic environment.

Archival images of legendary players appeared directly on the pitch, while bouncing rugby balls created an interactive, dynamic effect, making it feel as though the action was spilling into the crowd. Historic trophies and iconic moments from Irish Rugby’s history were brought to life with visual effects, striking the perfect balance between heritage and spectacle.

The experience was accessible through fans’ own devices and was promoted on the stadium’s big screen before kickoff. This ensured that thousands of supporters could engage effortlessly, whether they were scanning a QR code at the stadium or experiencing it from home.

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• Exceptional conversion rates: Over 60% of QR code scans led to app downloads, an exceptionally high engagement rate for digital activations, demonstrating strong trust in the IRFU’s digital fan engagement efforts
• Widespread participation: Fans accessed the experience both at the stadium and at home, proving that the hybrid approach was effective
• Sustained interest: The experience continued to receive downloads and engagement after the match, showing long-term fan curiosity
• Cross-generational appeal: Older fans appreciated the historical storytelling, while younger audiences were drawn in by the immersive digital elements

The experience remains accessible on the Imvizar app, providing continued engagement and offering the IRFU a scalable digital asset for future matches.

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This project showcased the growing role of augmented reality in sports, proving that matchday engagement can go beyond social media and traditional activations. Its success reflects a broader industry shift; sports sponsorship activation is becoming increasingly digital, with teams and organisations seeking high-impact ways to connect with fans.

As stadiums embrace 5G and mobile AR, the potential for interactive stadium experiences and LBE (Location-Based Entertainment) continues to expand. By integrating digital fan activation tools, sports organisations can bridge the gap between tradition and innovation, enhancing both the live event experience and at-home participation.

Blending heritage, technology, and spatial storytelling, AR is creating deeper connections between fans and their teams before, during, and after the game. As the industry moves forward, immersive digital experiences will play a key role in shaping the future of fan engagement and sports content innovation.

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