Brinca, PedroMorais, Miguel Jeronimo Fernandes Thomaz Portela2024-11-122024-11-122024-01-112024-01-11http://hdl.handle.net/10362/175037Fans' attention at football games is no longer focused solely on the spectacle of the game, but on everything that transpires around it, implying that fan experience tools must evolve to a more digitally inclined future. Previous work allowed us to set up a benchmark on the American market and to base our segmentation and targets on academic references. Our research indicated that the first step in developing an effective fan involvement strategy is to collect data that would provide a greater understanding of the fans' needs, subsequently followed by increasing fandom with focused and impactful content.engAugmented realityVirtual realityWeb3Smart stadiummaster thesis203604016