Strategic Sports Communication: Market and Interaction in Olympic Games and FIFA World Cup
Research Article
Open Access
CC BY

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

Xinyue Li 1*
1 Chengdu University
*Corresponding author: xil00261@students.stir.ac.uk
Published on 24 September 2025
Journal Cover
CHR Vol.77
ISSN (Print): 2753-7072
ISSN (Online): 2753-7064
ISBN (Print): 978-1-80590-347-5
ISBN (Online): 978-1-80590-348-2
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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

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Li,X. (2025). Strategic Sports Communication: Market and Interaction in Olympic Games and FIFA World Cup. Communications in Humanities Research,77,58-64.

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

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

Cite this article

Li,X. (2025). Strategic Sports Communication: Market and Interaction in Olympic Games and FIFA World Cup. Communications in Humanities Research,77,58-64.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICADSS 2025 Symposium: Consciousness and Cognition in Language Acquisition and Literary Interpretation

ISBN: 978-1-80590-347-5(Print) / 978-1-80590-348-2(Online)
Editor: Yanhua Qin
Conference website: https://2025.icadss.org/Beijing.html
Conference date: 20 October 2025
Series: Communications in Humanities Research
Volume number: Vol.77
ISSN: 2753-7064(Print) / 2753-7072(Online)

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