Strategic Intelligence: Augmented Reality in Sport 2026

Strategic Intelligence: Augmented Reality in Sport 2026

Summary

An analysis of the Augmented Reality in Sport sector, which provides a detailed, easy to follow overview of the augmented reality in sport sector, including a look at the key leaders of the sector's value chain.

AR will become an $87 billion market by 2030:

Augmented reality (AR) is a technology that allows users to see the real world overlaid with digital data. According to the analyst forecasts, global AR market revenue will exceed $87 billion by 2030, up from nearly $30 billion in 2024 at a compound annual growth rate (CAGR) of 20%. Software makes up the largest part of the AR market, with smartphones the primary devices used to access AR applications today. However, tech giants like Meta and Samsung Electronics are leading in developing AR smart glasses and headsets that promise more realistic, immersive experiences.

The challenges that AR presents:

AR creates challenges in sport by changing fan expectations and increasing costs and risks for clubs and broadcasters. To keep younger fans interested, organizations feel pressure to produce AR content year-round, requiring new technology, skills, and investment while competing with streaming platforms and other digital content. AR can also complicate sponsorship because too many digital ads and brand features can make each sponsor’s message less clear or special. Some fans feel added technology disrupts the natural flow and authenticity of live sport. Finally, AR can collect highly detailed personal data, and poor handling can cause privacy issues, fines, and reputational damage.

AR is redefining sports viewing:

AR in sport is shifting from a novelty to a standard tool, driven by real-time tracking data, cloud computing, AI, and 5G. Leagues and broadcasters now use AR for clearer tactical graphics, virtual replays, and interactive studio analysis—for example, 3D player tracking in the Bundesliga and advanced AR studio setups at CBS, ESPN, and Sky Sports. Major events and social platforms are also bringing AR into stadiums and mobile viewing through live overlays and shareable content. These developments are likely to make production workflows more personalized and data-driven, create new sponsorship and advertising formats, reduce travel through virtual production, and broaden access by giving fans who can’t attend in person more immersive ways to follow the action.

Scope

• This report provides an overview of the augmented reality in sport, including the key leaders, a look at some of key trends, an analysis of the industry in terms of market size and growth forecasts, and also a in-depth analysis of the sector's value chain and its key players.

Reasons to Buy

• For those wanting an in-depth analysis of the augmented reality in sport sector.