Live sporting events are back on the menu in the wake of COVID-19 — but that doesn't mean they'll look the same as they did prior to the pandemic.

In addition to safety measure and other touchless innovations present at the world's stadiums and arenas, technologies like augmented reality could be ready to make a huge impact on the way fans consume live sports.

To learn more, MarketScale invited Spatial Perspectives host Dan Cui to share his insights.

"As we get back to attending live sporting events, augmented reality offers teams, sponsors and fans a unique way of engaging with one another.

Just prior to this COVID shutdown, AT&T Stadium partnered with Nexus studios to provide location-based augmented reality visualizations throughout the stadium, giving fans a virtual way to interact with their favorite players, which enhances the overall game night experience.

But the benefits don't stop there. All aspects of stadium and team activities can become more exciting. Halftime shows, historical game overlays, player statistics, on field rulings, even food, beverage and swag — purchasing can become part of the adventure of attending a live event infused with augmented reality.

From a marketing perspective, augmented reality clearly enhances team brand loyalty by providing sponsors innovative ways of reaching their target audiences. Keep your eyes open at the next live event you'll be attending and join in on the fun."