Metaverse in the sport industry: Potential and opportunities

Metin Argan, Halime Dinç and Bülent Gürbüz

Chapter 30 in Research Handbook on Sport in Europe, 2026, pp 322-334 from Edward Elgar Publishing

Abstract: This chapter explores the transformative potential and upcoming opportunities of the metaverse within the sports industry. The metaverse defines a 3D immersive virtual environment facilitated by virtual reality (VR), augmented reality (AR), and blockchain technologies, enabling real-time interactions and novel experiences. Virtual venues, fan engagement, athlete branding, non-fungible tokens (NFTs), and metaverse-based training and rehabilitation are key themes. This chapter highlights how innovations like virtual stadiums, immersive fan interactions, and NFTs are reshaping sports consumption, enhancing inclusivity, and creating new revenue streams. By blending physical and virtual worlds, the metaverse offers enhanced personalization and accessibility to diverse audiences. Case studies of the NBA, F1, and iconic teams such as Manchester City underscore the importance of fostering global connectivity and redefining the sports experience. The chapter concludes with insights into the strategic importance of understanding and leveraging the metaverse for stakeholders seeking to remain competitive in this evolving landscape.

Keywords: Metaverse in sports; Virtual reality; Augmented reality; Blockchain; Sports marketing innovation; Fan engagement (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035338382
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