Advertising played an essential role in transforming sports into one of the most profitable industries in the world. While more and more brands have aligned themselves with sports teams, events or organisations, fans consciously (or unconsciously) ignore the noise of traditional forms of advertising, such as 30-second TV spots or printed materials. Marketers have to tackle a high level of boredom that audiences show for brands - that's where digital media and immersive technologies come into the picture.

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