Augmented Reality (AR) in Sport – Thematic Research

Pages: 55 Published: April 01, 2022 Report Code: GDSPO-TR-017

The global augmented reality (AR) market was worth $7 billion in 2020. The market is expected to grow at a CAGR of 36% during the forecast period.  The use of AR in sports will primarily involve broadcasting, fan experiences, and gaming. New and innovative AR use cases are regularly being announced, which will pave the way for widespread AR adoption in the industry. Research and innovation by big teams will trickle down to smaller sports teams and federations. AR graphics in broadcasting creates a more engaging and insightful analysis of events, while AR on personal devices is a novel marketing introduction, increasing fan engagement. Tech companies partner with sports federations to improve infrastructure, connectivity, and technological capabilities.

AR market overview

AR market overview

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What are the value chains of AR in the sport industry?

The value chains of AR in the sport industry are semiconductors, components, devices, platforms, and apps and content.


Semiconductors are one of the key battlegrounds in AR today. Chipmakers are now striving to improve their existing capabilities to suit the evolving requirements of AR, mostly around screen resolution, frame rates, processing speed, and connectivity.


Much of the major action in AR components is around 3D sensors, cameras, audio, displays, and batteries. These components come together for positional tracking, motion tracking, gesture recognition, and machine vision.


AR-enabling hardware comes in various forms, including smartphones, eyewear, and AR headsets. For consumer AR applications, smartphones are the most used platform, while enterprises typically prefer AR headsets and AR smart glasses, which offer a broader range of functions.


Building an AR ecosystem by incorporating both hardware and software is essential for the long-term success of any company in the AR market. The five prerequisites for a successful AR ecosystem are Application programming interfaces (APIs) and SDKs, AR engines – games, AR engines – enterprise, AI, and application delivery networks (ADNs) and content delivery networks (CDNs).

Apps & Content

Content is a major area of concern for AR companies. Enterprises are an increasingly important area of focus for AR companies. Media houses and ecommerce companies have been early adopters of AR, while the technology is also used by healthcare, engineering, and military organizations. Microsoft, PTC, Deloitte, McKinsey, and Accenture are investing in AR development platforms to support firms through the AR implementation process.

Who are the key AR adopters in the sport industry?

The key AR adopters in the sport industry are BT Sport, Bundesliga, Dallas Cowboys, Manchester City Football Club, Mumbai Indians, National Basketball Association (NBA), National Football League (NFL), National Hockey League (NHL), Sky Sports, US Golf Association (USGA), and World Wrestling Entertainment (WWE).

BT Sport

The company has made investments in BT Sport app for fan engagement. The company has created a hype mode and a stadium experience. The stadium experience uses AR to superimpose dressing rooms, trophy rooms, and tunnel areas on your phone camera. Hype mode aims to engage children and adds different graphics to the game, including players running with smoke trails and on-screen descriptions of the action.


They created a mobile experience that generates real-time statistics during live coverage of games. The viewer can customize the statistics they see and view highlights from matches happening simultaneously. Users can select the Bundesliga Match Facts, allowing relevant content to be overlaid on-screen during different matches.

Dallas Cowboys

The American football team has deployed AR for marketing on social media and to enhance the fan experience. They partnered with Nexus Studios and Scape Technologies to create giant AR models of the players on the pitch, viewed through a Samsung smartphone camera. The studio behind the graphics, Nexus Studios, also created a Cowboys vs. Robots half-time game.

Who are the specialist AR vendors in the sport industry?

The specialist AR vendors in the sport industry are AR Sports, Brainstorm,, INDE, Mojo Vision, and Rokid.

Market Report Scope

Market size (2020) $7 billion
CAGR 36%
Forecast period 2020-2030
Value chains Semiconductors, Components, Devices, Platforms, and Apps and Content
Key AR adopters BT Sport, Bundesliga, Dallas Cowboys, Manchester City Football Club, Mumbai Indians, National Basketball Association (NBA), National Football League (NFL), National Hockey League (NHL), Sky Sports, US Golf Association (USGA), and World Wrestling Entertainment (WWE)
Specialist AR vendors AR Sports, Brainstorm,, INDE, Mojo Vision, and Rokid


Reasons to Buy

  • Market size and growth forecasts of the AR software market.
  • Primary research case studies with the Director of Cricket and NFL at Sky Sports, sports marketing agency CSM, and AR broadcasting vendor Brainstorm, who was responsible for the AR virtual set during the BBC coverage of the Tokyo 2020 Olympic games.
  • Comprehensive lists and analysis of AR related sports deals and partnerships over the last two years.
  • Alternative datasets and analysis showing AR patent and job trends in the sport sector.
  • Comprehensive analysis of challenges facing the sports industry, and impact assessment of how AR can resolve these challenges.
  • Augmented Reality value chain and in-depth descriptions of key technologies, like semiconductors, memory chips, motion-tracking, batteries, machine vision, platforms, apps and content, and more.

Key Players

Olympic Games, NBA, NFL, Apple, Amazon, Alphabet, Facebook, Qualcomm, Samsung, Microsoft, Tencent, Vuzix

Table of Contents

Executive Summary

Augmented Reality Value Chain

Sport Challenges

The Impact of Augmented Reality on Sport

Case Studies

Data Analysis


Sector Scorecard


Further Reading

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