The Contribution of 3D Video Advertisements for Sports Marketing: A Scoping Review

Buvaneswari Pallikuppam Sachithanandan (), Rajakrithiga Ganesan () and Aishwaryaa Velayutham ()
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Buvaneswari Pallikuppam Sachithanandan: University of Madras
Rajakrithiga Ganesan: University of Madras
Aishwaryaa Velayutham: University of Madras

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 231-251 from Springer

Abstract: Abstract The diverse nature of 3D video advertisements has made its presence ubiquitous, appearing across devices and large displays in sports arenas. With the development of new-age technologies, digital advertising has become far easier. This study aims to identify and synthesize the current literature that signifies the contribution of 3D video advertisements for sports marketing. For this purpose, a scoping review was conducted using the five-stage framework developed by Arksey and O’Malley. A total of 19 records encompassing conceptual and empirical studies were selected using the PRISMA protocol for full-text review. Key concepts explored in these studies include augmented reality, virtual reality, extended reality, mixed reality, animation, and 360° videos for advertising. These studies were focused on varied sports marketing themes, such as sports broadcasting, sports sponsorship, in-game advertising, esports, and different types of sports, including football, car racing, tennis, golf, and baseball. Key variables, theories, methodological approaches, and future research areas included in the existing literature were discussed. Several studies found that using 3D video-enabled advertisements for sports marketing is effective and recommend it to gain strategic advantage, cover more audience, and generate more revenue.

Keywords: 3D video; Advertisements; Sports marketing; Scoping review; PRISMA (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-7809-2_14

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