Page 28 - 2016 Year In Review

VIRTUAL / AUGMENTED REALITY: From the Oculus Rift to the cultural
phenomenon of Pokemon Go, 2016 was a year that saw virtual and
augmented reality reach the masses. Many sponsors and sports
properties were quick to activate using virtual reality. For example, to
kickoff the NFL season, Visa launched a virtual reality experience with
the Chicago Bears, putting fans right in the action during a Bears’
practice. Sports leagues have also recognized the value of VR, as the
NBA recently announced it will broadcast select NBA games in virtual-
reality in a partnership with NextVR. With the opportunity for fans to get
closer to the action or the chance to interact and play with their
favourite star athletes, virtual and augmented activations provide
tremendous value for sponsors and fans alike.

ON-FIELD TECHNOLOGY INTEGRATION: Sponsorship is a natural platform
for brands to showcase or position themselves as an innovator or solutions
provider. In 2016, we saw brands like Apple, Microsoft and SAP "get in the
game." For example, Apple and MLB announced a partnership that brought
Apple’s iPad Pro to the dugout of every MLB team during the 2016 season.
Similarly, SAP recently signed on as an NHL sponsor and committed to
assisting the NHL with enhanced stats, providing deeper analytics for fans.
As technology continues to advance and enhanced features become
available to help teams navigate the sidelines, we will likely continue to see
further technology integration in sports moving forward.

IN-VENUE TECHNOLOGY INTEGRATION: This year saw a number of
professional sports teams open a new home facility. From US Bank Stadium
in Minneapolis to Rogers Place in Edmonton, these new facilities were
equipped with leading-edge technology designed to enhance the fan
experience. In Sacramento, the newly opened Golden1 Centre partnered
with Comcast to make the facility “the world’s most connected indoor
sports and entertainment facility” by offering free Wi-Fi that was up to
17,000 times faster than average home Wi-Fi. In Edmonton at the new
Rogers Arena, a new mobile app is available that allows fans to purchase
tickets to future games, shows the latest Oilers videos, and has a facility
map complete with food menus. With continued added technology, facilities
are creating new and sponsorable assets to allow brands to help create the
optimal viewing experience for fans.

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