As stadium experiences compete with at-home viewing, tech-driven innovation has become key to drawing fans into physical venues. That’s why the new partnership between Snap Inc. and RWS Global matters. Announced just ahead of the World Aquatics Championships and British & Irish Lions Tour, this collaboration brings augmented reality (AR) directly to spectators’ seats, merging live sport with immersive digital overlays.

This isn’t Snap’s first foray into sports engagement, but it marks a strategic evolution - shifting from personal mobile AR to large-scale, communal in-venue experiences. For brand marketers and event sponsors, it’s a signpost of where fan activation is heading next.

🚀 Pros – What’s Working?

1. Enhanced in-venue entertainment
Snapchat’s AR Lenses, integrated with RWS Global’s PV4 playback system, offer real-time visual overlays synced with venue screens—giving fans playful, branded interactions during downtime.

2. Scalable innovation
The technology will debut at major events across multiple venues, showing its adaptability to different sports formats and audience scales.

3. Monetisation for rights holders
Custom AR games and filters provide new commercial inventory for sponsors, with opportunities for branded experiences, social sharing, and data capture.

⚠️ Cons – Limitations and Risks

1. Device reliance
Fans still need smartphones to engage with AR lenses, which could limit participation among demographics less comfortable with tech or with poor connectivity in-stadium.

2. Experience fragmentation
AR activations may add novelty but risk becoming a distraction or gimmick if not tightly integrated with the core sports experience.

3. Brand saturation
As more sponsors jump into AR-led activations, the novelty may wear off, leading to cluttered or overly branded environments.

🔍 Opportunities - What Should Brands Watch?

1. Co-creation with fans
Snapchat lenses offer personalisation potential. Brands that use AR to let fans co-create content—like designing a virtual jersey or making their own replay GIF - will unlock higher engagement.

2. Global-local hybrid experiences
AR activations can be tailored by venue and audience. This presents an opportunity for brands to blend global campaign consistency with regional cultural relevance.

3. Integration with first-party data
Venue-based activations could tie into wider CRM strategies if ticketing data and AR interaction insights are connected - boosting personalisation for future marketing.

🧱 Challenges - What Could Get in the Way?

1. Connectivity infrastructure
Many stadiums still struggle with bandwidth. For AR activations to run smoothly, venues must invest in robust mobile and Wi-Fi capacity.

2. Content fatigue
Without regular updates or campaign refreshes, even the best AR experiences can become repetitive over time.

3. Measurement and ROI
AR engagement is still hard to quantify in direct sales or brand lift terms. Clear metrics and case studies will be essential to justify ongoing investment.

✅ Key Takeouts

Snap and RWS Global are scaling up AR for communal in-stadium experiences.
The initiative offers brands new monetisation and engagement formats.
AR activations must balance novelty with strategic integration.
Infrastructure and measurement will be make-or-break factors for long-term success.

🔮 Next Steps for Brand Marketers

Audit your sports partnerships: Where could AR enhance existing activation plans?
Co-develop with platforms: Work directly with Snap to shape branded lenses tailored to your audience and tone.
Think post-event: Capture and repurpose fan-generated AR content for broader campaigns or CRM.
Plan for refresh cycles: Treat AR like a content series, not a one-off stunt - keep it fresh and relevant.
Push for data access: Collaborate with event organisers to ensure your AR activations feed into a wider data ecosystem.

The future of live sport isn't just on the pitch - it's layered in lenses, triggered by cheers, and shared through stories. As AR becomes a fixture of the stadium experience, the most memorable fan moments may no longer be just about what happens in the game, but how audiences see and share it.