Winter sports in Australia are more than just seasonal entertainment, they are part of a cultural identity. With events like AFL, NRL and the A-League continuing to attract millions of passionate fans, the opportunity for brands to engage meaningfully with audiences has never been more significant. Brands have more opportunities than ever to connect through digital marketing and immersive experiences that go beyond the game.
In 2025, visibility alone isn't enough and attendance is only part of the picture. Fans increasingly expect multi-sensory, digital-first experiences that feel personal and interactive. They want to be part of the action, not just viewers in the stands — a part of a story that’s engaging, meaningful and worth sharing.
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FutureLabs’ creative team has drawn 3 key industry research that supports this shift in audience behaviour:
There’s no doubt that technology and sports marketing now go hand-in-hand. That’s where experiential marketing steps in. From sports simulators and motion tracking games to location-based AR and generative art, the lines between fan, player, and brand are blurring faster and faster.
Leading brands like Nike, Red Bull and even the NFL itself have collaborated with partner agencies to create technology activations. By catching up with the latest trends in marketing and advertising, brands are shifting from passive sponsorships to immersive, experience-led engagement.
At their Berlin flagship store, Nike launched a high-energy activation called Home of Football, which fused motion-tracking technology, projection mapping, and fast-paced gameplay to engage participants. Fans were invited to test their accuracy, speed, and reaction times - essentially stepping into a sports simulator environment that reflected the brand itself.
The campaign achieved over 2 million video views, increased foot traffic by 18%, and boosted brand engagement across both local and digital channels. It stands as a strong example of gamification in marketing, where technology and storytelling come together to deliver emotional value through interactive activation.
For Super Bowl LIX, the NFL teamed up with Snapchat to deliver a new wave of immersive experiences that combine sport, technology, and social media. Through the Snapchat Cam installed at Caesars Superdome, fans engaged with location-based AR, trying on virtual team jerseys and helmets via interactive lenses. The activation also introduced the NFL x Snap Creator Programme, bringing Snap Stars behind the scenes to capture exclusive game-day content, creating a rich layer of interactive marketing around the stadium and beyond.
While results from Super Bowl LIX are still emerging, previous NFL x Snapchat activations have generated over 500 million impressions, proving the power of experiential advertising at scale.
To promote its extreme sports series, Red Bull deployed a WebAR experience that allowed users to launch a virtual diving challenge straight from their phones. Fans could interact with a life-size 3D diver through a simple QR scan, no app required, offering a seamless, location-based AR experience.
The campaign achieved a 34% higher engagement rate than previous mobile efforts and set a benchmark for augmented reality marketing with built-in shareability. By removing friction, Red Bull empowered fans to engage anywhere, on-site or at home, turning casual interaction into digital moments designed for social sharing.
These campaigns reveal a clear direction for the future of sports marketing Whether it's through sports simulators, branded mini-games, or browser-based augmented reality campaigns, the most effective strategies are rooted in experiential marketing - blending creativity, technology, and measurable impact. At FutureLabs, we specialise in crafting these kinds of activations, transforming brand presence into interactive brand experiences that drive engagement, loyalty, and buzz.
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In the ASICS Djokovic Challenge, FutureLabs was tasked with bringing Novak Djokovic’s legendary footwork to life while launching his debut shoe with the brand. Inspired by Djokovic’s real training drills, we created an interactive tennis installation that challenged participants to mirror his court movement through a series of five projected drills. Using real-time visual markers on the floor and wall, players were guided through each movement, with their reaction times and speed tracked against Novak’s own.
The experience began with an intro to the shoe’s design, emphasising the features Novak relies on for peak performance before players stepped into one of two courses designed to test their agility. The activation drew strong crowds and consistent participation throughout the campaign, reinforcing ASICS’ brand message of performance and precision. By combining sports simulation, interactive gameplay, and immersive brand storytelling, the challenge created a high-energy environment that not only brought the shoe’s story to life but also encouraged social sharing and on-site engagement.
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For Foot Locker’s Every Court Counts campaign, FutureLabs created a series of custom augmented reality filters, each designed as a virtual basketball court reflecting the personal style of six selected influencers. Delivered via a premium seeding kit with QR codes and Jordan sneakers, the filters transported users into immersive AR stadiums, complete with personalised jumbotrons, branded signage, and dynamic soundscapes that captured the energy of a live court.
The activation turned influencer content into a shareable, personalised experience. As posts rolled out across Instagram, fans engaged by launching the filters themselves, generating buzz, reach, and organic promotion for Foot Locker across APAC. The result? A sleek, social-first campaign that blended AR marketing, influencer strategy, and immersive digital design into one standout brand moment.
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At FutureLabs, we approach every project with the belief that the best ideas are those that connect people through creative design, relevant storytelling, and the right use of technology. As a creative agency based in Melbourne, we’ve worked across Australia and Asia to help brands build experiential campaigns, both live and digital, that leave a lasting impact.
Whether we're developing a custom AR activation, a sports simulator, or a full-scale digital marketing campaign, our focus remains the same: aligning every detail with the brand’s goals and the audience’s expectations. Recognised as a top experiential marketing agency and digital marketing company, our team supports clients across retail, sport, entertainment, education, and more—always tailoring our work to the context of the campaign, whether it’s for a small business activation or a large-scale brand experience.
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If you're exploring new ways to connect with your audience, FutureLabs is ready to discuss how we can create your next project.
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