The San Francisco 49ers announced a multi-year deal with augmented reality marketing firm MYXR on Tuesday. The strategic partnership will include use of MYXR’s Experience Platform.
According to the 49ers, MYXR is the first AR company to sign a multi-year deal with a professional franchise.
“We are honored to be selected as the official augmented reality partner for the 49ers organization,” said Hans Koch, Chairman and CEO of MYXR, in a statement. “We’re excited that MYXR’s Experience Platform will provide a revolutionary experience for the fans and partners of one of the most storied franchises in the NFL.”
Exactly what the experiences will entail is not yet clear, although the first will be rolled out this upcoming season. The 49ers have already experimented in the AR space. In honor of the team’s 70th anniversary in 2016 it handed out AR trading cards at home games. Last year the team ran a similar promotion using souvenir cups at concessions stands.
“Our organization prides itself on aligning with corporate partners with cutting-edge technologies that enhance fan engagement,” said the 49ers Vice President of Corporate Partnerships, Brent Schoeb, in a statement. “We look forward to collaborating with MYXR on customized AR experiences using their MYXR Experience Platform to enhance our game days at Levi’s Stadium and year-round on our team digital channels.”
Bringing the fans closer to the game.
The #49ers have announced a multi-year relationship with MYXR, Inc. as the team’s official augmented reality partner in a first-of-its-kind partnership. https://t.co/Zbq48glZsW pic.twitter.com/e3inlK11o3
— San Francisco 49ers (@49ers) July 24, 2018
SportTechie Takeaway
Professional leagues have seen an uptick in the use of AR to engage fans over the past year. The NBA released an app where users can shoot baskets on a virtual hoop and experience big moments in full 360-degrees. In the NFL, the Baltimore Ravens allowed fans to virtually paint their faces via a partnership with Faceware Interactive.