Digital fan engagement in football: exploring the potential of extended reality solutions for overcoming challenges in the Deutsche Fußball-liga E.V

Abstract

The football industry's continuous growth and the impact of the COVID-19 pandemic have amplified the significance and advancement of digital fan engagement, with XR technologies expected to provide immersive experiences. This study investigates the potentials of XR in football fan engagement through an online survey analyzing fan attitudes towards XR and media consumption behaviors, addressing the Deutsche Fußball-Liga´s (DFL) challenges in achieving sustainable growth. Results indicate a generally positive attitude towards XR, though explicit enthusiasm for integrating it into fan engagement remains limited. A correlation was found between previous XR experiences and users’ willingness to pay. The study's novelty lies in integrating these findings with insights into football fans' digital content preferences, guiding the strategic implementation of XR technologies.