IMMERSIVE TECHNOLOGY: AN UNTOUCHED OPPORTUNITY FOR WOMEN’S SPORT
By Millie Katesmark
Women’s sport isn’t just having a moment, it’s reshaping the future of fandom. The question is no longer whether people are watching, but how we make them feel part of something bigger.
Deloitte’s Sports Fan Insights Report reveals that 80% of fans crave more engaging, interactive experiences — ones that go beyond simply watching the action.
This is especially true in women’s football, where fandom thrives on community and shared moments. For 44% of female fans, watching games at home with family or friends is their preferred way to engage. Meanwhile, 31% want more behind-the-scenes content and activations beyond the game (Wasserman, 2024). Women’s sports fandom isn’t just about spectating, it’s about belonging and feeling part of something bigger.
An exciting Sunday afternoon spent with The 400 Club at Stamford Bridge for the London Derby made me reflect on what makes live sport so special and how women’s football communities, particularly, are redefining fandom. It’s not just about the game, it’s about the collective energy, the shared moments, and the sense of belonging — something that many women have been unable to find in football before.
With the Women’s Euros fast approaching in Switzerland, how can we bring that same sense of community to the fans who can’t be there?
The answer lies in embracing innovation.
Listening to a podcast featuring Sheli Reynolds, Chief Strategy Officer at Cosm, opened my eyes to the potential of immersive technology. Cosm, a US-based company, is revolutionising fan experiences by creating 360-degree viewing spaces with 12K LED displays. These dome theatres immerse fans in the action with vibrant colours and unmatched clarity, creating a life-like experience no matter where you are.
Since launching its first public venues in Los Angeles and Dallas in 2024, Cosm has hosted over 150 live sports events, welcoming hundreds of thousands of fans into a new era of engagement. With major partnerships spanning NBC Sports, ESPN, and the NFL, they are proving that fans don’t just want to watch the game — they want to feel part of it.
Unlike traditional broadcasts, Cosm doesn’t just show the game, they bring it to life. For $22, you can sit in their open areas and watch multiple live games on enormous screens in an atmosphere that rivals being in the stadium itself. Cosm’s focus is on connecting fans to the live energy of the game, whether they’re in the stadium or halfway around the world.
As the highly anticipated Women’s Euros approaches, the power of using immersive tech to bring fans closer to the action feels more relevant than ever. We have a unique opportunity to push boundaries, creating connections that inspire. And with over 220,000 tickets already sold, the same can be said for the Women’s Rugby World Cup, yet another proof point of the growing appetite for shared experiences in women’s sport.
The Lionesses’ 2022 victory showed how in-person activations, such as fan zones in Trafalgar Square and Box Park’s #WOMXNWHOPLAY campaigns contributed to a powerful sense of community for fans who actively sought to be part of the movement. Despite these activations not being directly held at the games, they created external spaces where fans came together, demonstrating the power of shared moments. Many Lionesses fans won’t be able to attend the Euros in Switzerland this summer. This is where immersive technology can step in to bridge the gap.
For brands, women’s football is an opportunity to rethink fan engagement. With the 2025 Women’s Euros being held in Europe, the time zone advantage allows watch parties to be activated at convenient times, unlike the challenges presented by the time difference during the 2023 FIFA Women’s World Cup in Australia and New Zealand. Brands can utilise this time zone opportunity to create innovative ways for fans to connect, not just with the game, but with the shared atmosphere of a stadium, elevating the feeling of belonging. This is an opportunity to push fandom further and activate new, exciting experiences that bring people together in a more inclusive way.
This summer, we have an opportunity to reimagine how fans connect with the game. Women’s football has proven it’s more than just a sport, it’s a movement. Now is the time for new ideas that reflect its impact and help shape the future of fandom. Immersive technology isn’t just a tool, it's a catalyst for redefining how we experience sport. As the nation’s spotlight turns again to the Lionesses and women’s football, it’s time to push the boundaries of what fandom can be and create experiences that are not just seen but felt, making fans a part of something revolutionary.
