SPARK COMPASS
Digital fan activation moves from intrusive to immersive While sports fan activations have played a major role in the rise of Spark Compass , the reality back in Bjontegard ’ s days as Senior Director of Business Development at Qualcomm ’ s Corporate R & D , there were healthy debates about such technologies as AR and how it may detract from what ’ s happening on the field .
“ The younger generation is already multiscreening like crazy . That ’ s translated into sporting events . This led to our first activation of augmented reality , for the NBA team Dallas Mavericks ,” he said . When they first started ,
WiFi or cell coverage was poor in the stadium . Now it ' s a prime component - and a bragging right - for a stadium to have 5G or a private 5G , according to Bjontegard .
These technological leaps have given Spark Compass the ability , on behalf of their clients , to reward fans for being present at the stadium . Not just by points , but via a nonfungible token ( NFT ) that is airdropped and memorises that moment in time , creating a digital pin . This can unlock memorabilia exclusive to those in attendance .
“ We provide that communication between the team and the star players too . Imagine if a player is injured , but they
178 April 2022