Snap and RWS Global Launch AR Enhancements at Global Sports Events
Snap Inc., a prominent social technology company, has established a strategic collaboration with RWS Global, a recognised authority in producing immersive live moments across sports and entertainment. This partnership is designed to redefine fan engagement at sporting events through the introduction of augmented reality (AR) elements that will be embedded directly into the in-stadium experience.
Central to this initiative is the integration of Snap’s advanced AR lens technology with RWS Global’s PV4 sport presentation platform. PV4 functions as a centralised control system that manages video, graphics, text, and third-party game data, enabling the delivery of seamless and high-quality visual experiences to spectators. By combining these technologies, the partnership aims to create a more interactive and immersive environment within sports venues, ultimately elevating the level of engagement for fans attending live events.
The launch of this collaboration will commence with two major global sporting events. The first activation is scheduled for the World Aquatics Championships in Singapore, which will run from 11 July to 3 August. The second will take place during the British & Irish Lions Tour in Australia, covering three cities with matches on 19 July, 26 July, and 2 August. During these events, the Snapchat Cam will be linked to the venues’ video boards, allowing for the display of live AR lens effects that align with the atmosphere and energy of the matches. Fans will be able to experience custom-designed AR filters that respond to live gameplay and crowd interaction, enabling them to participate in interactive games and branded digital experiences from their seats.
This implementation of AR serves not only to enhance entertainment value but also to open new revenue streams for event organisers. With the ability to tailor AR filters for sponsors and brands, the technology provides a platform for bespoke advertising and gamified promotions, effectively merging commercial opportunity with fan enjoyment. Sponsors can leverage the interactive potential of these lenses to establish deeper connections with audiences while supporting host venues in monetising their events in innovative ways.
Both companies have expressed a shared ambition to use this collaboration as a vehicle for technological innovation in live entertainment. RWS Global, known for generating over one million unique audience experiences daily, views this AR integration as a forward-thinking move in its quest to offer memorable and dynamic interactions, whether on land or at sea. Snap, meanwhile, continues to broaden its AR platform partnerships as it seeks to apply its capabilities to new real-world environments. By expanding into stadium activations, the company aims to transform major sporting moments into digitally enriched spectacles that resonate more deeply with modern fans.
Through this joint effort, Snap and RWS Global are helping to redefine the traditional concept of sports viewership. Fans are no longer passive observers but active participants in the atmosphere of the event, surrounded by digital content that enhances the emotional and visual impact of the live experience. The fusion of augmented reality with sports presentation technology represents a major shift in event production and audience engagement, paving the way for a future in which digital enhancements are a standard feature of global sporting occasions.
