Strategic Sports Communication: Market and Interaction in Olympic Games and FIFA World Cup

This literature review considers the applications of Virtual Reality (VR) and Augmented Reality (AR) technology for use in the communications strategy within sports, with a focus on major international sports events such as the Tokyo 2020 Olympics, the Paris 2024 Olympics, the Russian FIFA World Cups, and the Qatari FIFA World Cups. The paper highlights the spectacular shift in fan engagement and modes of communication in the sports industry, which has increased. Immersive technologies have revolutionized the traditional sports experience, optimizing viewer engagement and participation through creative applications. The findings indicate that while VR and AR hold much promise for enhancing audience engagement, there are large gaps in current research, as seen by the methods and practical applications of the said technologies. It is recommended that upcoming research try to bridge these gaps by emphasizing user experience and the overall impact of immersive technologies on sports communication.