![]() ![]() And it doesn’t end with the final whistle. Many brands plan to make the most of their astronomically expensive ad spots by supplementing their air time with AR to bring their products and characters into viewers’ living rooms. Pepsi’s Halftime Show mobile app will offer exclusive content and AR features linked to the show’s performers Dr. ![]() High-speed drones are revolutionizing how we watch winter sports Torgier Bergrem rides his line during day one qualifiers at Natural Selection Tour stop one in Jackson Hole, Wyoming, USA on 25 January, 2022. Meanwhile for those watching on TV, broadcaster NBC will use new augmented reality (AR) functionality to integrate statistics and icons into the feeds delivered by around 40 cameras capturing the game. The technology has evolved and proliferated, and this year the entire game will be available to view in an immersive virtual theater run by VR events company Bigscreen in partnership with Meta. The Super Bowl has dabbled in virtual reality since 2017, when highlights were available via the Fox Sports VR app. Super Bowl LVI is set to be the most high-tech iteration to date of the largest sporting event in the US. High stakes on the field, high tech off it “There is always going to be competition, as the home viewing experience has become so good with larger and sharper screens, requiring venues and technology providers (to) raise the bar on what the live fan experience needs to become to continually attract fans and guests,” Quiroz said. Related: How athletes are pushing boundaries with the help of wearable tech Some sports fans argue – in many cases rightly – that they can see more of the game and receive more in-game analysis from the comfort of their homes, and teams are having to work harder than ever on their stadium experiences. ![]() The need to innovate was paramount, however. Meg Oliphant/Getty Images North America/Getty Images Its proximity to Los Angeles International Airport means the playing field at SoFi Stadium has to be below ground level. ![]()
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