From AI-generated game stats to augmented reality viewing experiences, technology is changing how we interact with sports, says Nicole Junkermann

On 15 January 1967, when the legendary quarterback Bart Starr made his second touchdown of the match to clinch the game for the Green Bay Packers, America’s first-ever Super Bowl was watched by a stadium only two-thirds full.

Today, the big game is one of the most-watched and influential events worldwide, with an estimated 183m viewers each year, and the way people watch has changed beyond recognition. From simple broadcasts to AI-powered experiences, the evolution over six decades is staggering.

This weekend at Super Bowl LIX, millions of viewers will tune in live, but only 83,000 lucky fans (little more than in 1967) will be at the Caesars Superdome in New Orleans to witness the high-stakes match between the Kansas City Chiefs and Philadelphia Eagles, as well as Kendrick Lamar’s halftime performance. 

For those in the stadium, the experience is unparalleled – filled with excitement, glamour, and intimacy. But for the global audience, technology has revolutionised engagement, offering AI-powered insights, augmented reality (AR) and virtual reality (VR).

The NFL leads the charge in media rights, outpacing even the Premier League in TV rights revenue, having negotiated a $110bn deal setting the gold standard for content distribution. Everyone in sports, from football to boxing, is looking to replicate the value it has created through its diverse content distribution and consumer engagement strategies. Merchandise alone is worth $17.3bn. 

While AI and VR will never replace the in-stadium spectacle entirely, there are now multiple technologies on offer that give audiences at home the chance to interact directly with the event, providing a more personalised, immersive experience that is beginning to rival the live event itself. 

AI platforms such as Next Gen Stats, which provides real-time insights during the Super Bowl, analysing player performance, speed and strategy in milliseconds. Predictive analytics can forecast potential outcomes based on historical data, enhancing the viewing experience for fans and sports bettors alike. 

Fantasy sports

The NFL has also experimented with AR overlays, which enhance broadcasts with real-time data and insights, as well as the NFL Pro Era VR game, allowing users to step into the action, strategize plays and compete against real-time opponents.

LA-based Cosm also offers an innovative alternative for those unable to attend in the stadium but still wanting a next-level “immersive” experience. Repurposing planetarium technology, its theatre-style arena delivers the energy of a live game with instant replays and at-seat bar service – providing ‘pitchside’ seats in a stadium that isn’t really a stadium.