Exploring Opportunities for Sports Through XR

A recent CDG-Booster meetup in Lahti, Finland (11 June 2026), explored how immersive technologies could help sports organisations engage audiences beyond traditional physical boundaries. The session featured Sami Jahnukainen, Márton Jelinkó, and Ross Uljee from Donkey Hotel, recent CDG-Booster Accelerator graduates, who demonstrated how 3D video and virtual reality technologies can create highly engaging remote-viewing experiences.

Participants representing regional development organisations and sports clubs, including FC Lahti, Pelicans and Lahden Ahkera, discussed how digital technologies are changing the relationship between sports organisations and their supporters. While many clubs continue to focus primarily on local audiences, immersive technologies offer new ways to engage fans regardless of location, strengthening connections with supporters who may no longer live near their favourite team.

Potential applications include virtual front-row viewing experiences, interactive broadcasts, behind-the-scenes content, training sessions and new sponsorship opportunities. These solutions also enable sports organisations to develop new digital services and revenue streams beyond the limitations of venue capacity and geography.

The event highlighted the value of collaboration between sports organisations and creative technology companies. By combining compelling sports content with expertise in immersive experiences, storytelling and digital engagement, new products, services and business opportunities can emerge for both sectors.