Immersive Technology: An Untouched Opportunity for Women's Sport

Women's sport is experiencing unprecedented growth, reshaping how fans engage with athletics. According to Deloitte's Sports Fan Insights Report, 80% of fans crave more engaging, interactive experiences. In women's football specifically, 44% of female fans prefer watching games at home with family or friends, while 31% desire additional behind-the-scenes content. These numbers reveal a significant gap between what fans want and what is currently being delivered.

Cosm: Revolutionizing Fan Experiences

Cosm operates 360-degree dome theatres featuring 12K LED displays that transport audiences into the heart of live sporting events. Since 2024, Cosm has hosted over 150 live sports events through partnerships with NBC Sports, ESPN, and the NFL. The technology creates an environment where watching a match feels closer to attending in person than any traditional broadcast can achieve.

The potential application for women's sport is enormous. As the audience for women's athletics continues to grow, immersive venues offer a way to scale the live experience beyond stadium capacity, bringing the atmosphere and energy of a sold-out ground to fans who may not be able to attend in person.

Women's Euros and Strategic Opportunity

With the Women's Euros approaching in Switzerland and over 220,000 Women's Rugby World Cup tickets sold, demand for shared experiences is undeniable. The 2022 Lionesses victory demonstrated how external activations created powerful community experiences, with fan zones and public screenings generating their own culture of celebration.

Major tournaments provide the perfect proving ground for immersive technology. The combination of passionate audiences, high-profile competition, and media attention creates ideal conditions for introducing new ways of experiencing sport.

The Future of Fandom

Immersive technology represents a catalyst for reimagining sport experiences. Fans increasingly seek belonging and participation rather than passive spectatorship. The shift from watching to experiencing reflects broader cultural trends around community, identity, and shared moments.

For women's sport, which is building its commercial and cultural infrastructure in real time, the opportunity to integrate immersive technology from the ground up is uniquely advantageous. Rather than retrofitting existing models, women's sport can lead the way in defining what the future of fandom looks like.