BT Sport's Matt Stagg: The metaverse is gaining momentum in sports broadcasting By Heather McLean
Wednesday, February 1, 2023 - 11:08
Print This Story
Discovery Sports Events and Infinite Reality previewed a metaverse experience plus virtual content during the UCI Track Champions League in December 2022
The metaverse is here to stay and sports broadcasters need to be engaged in the development of this new virtual world, Matt Stagg, mobile and immersive director at BT Sport, has claimed.
We spoke to Stagg about the rise of the metaverse, how it will develop over 2023, and how the increasingly prevalent immersive virtual and augmented reality technologies will go hand in hand with its success.
Metaverse' was the buzzword of 2022, but the general conclusion towards the end of the year was that for sports broadcasting, the reality' of it was still a long way off. What will 2023 be for the metaverse in this industry?
Whilst it's difficult to predict the exact trajectory of the metaverse in sports broadcasting in 2023, it is likely that the industry will continue to explore and experiment with the technology. It's possible that more immersive and interactive experiences will become available, but the full potential of the metaverse in this context may still take time to fully realise.
The rise of volumetric video and spatial audio in virtual worlds is expected to enhance the overall fan experience. 3D and holographic content will provide fans with an immersive experience, beyond what traditional 2D content can offer.
The use cases will start with smaller interactive events, such as Q&A sessions, awards ceremonies, and training tips, but as the technology improves and the rigs get bigger, we will see more and more applications, including in sports such as boxing and MMA.
It's also likely that artificial intelligence (AI) will play a growing role in complementing extended reality (XR) development for live sports. AI can be used to improve various aspects of the XR experience, such as providing real-time analysis and insights, enhancing player tracking and performance analysis, and creating more engaging and interactive virtual environments.
The combination of AI and XR has the potential to revolutionise the way fans experience live sports.
What solid progress will be made in the sports broadcasting metaverse this year?
I believe we will see a number of advancements for the metaverse in sports broadcasting in 2023 which could include:
Improved technologies for creating and hosting virtual events and environments.
More partnerships and collaborations between sports organisations and metaverse companies, such as Sony partnering with Manchester City and Warner Bros. Discovery with Infinite Reality.
Development of revenue models for monetising metaverse experiences.
Increased investment and innovation in the metaverse sector by sports broadcasters and tech companies.
It's important to note that the progress made will depend on various factors, including technological advancements, market trends, and consumer demand.
How will immersive technology complement the metaverse in sports? Why is it important?
Immersive technology such as virtual and augmented reality (AR), haptic feedback and 3D audio can complement the metaverse in sports in several ways:
Enhanced viewing experiences: By providing a more immersive and interactive viewing experience, immersive technology can make the metaverse sports events more engaging and exciting for the viewers.
Improved realism: Immersive technology can make virtual sports events feel more real and lifelike, by simulating real-world environments, physical movements, and sensory experiences.
Increased interactivity: With haptic feedback, touch and other sensory inputs, viewers can interact with the virtual environment in new and exciting ways, making the experience more dynamic and engaging.
Accessibility: Immersive technology can also make metaverse sports events more accessible to a wider audience, including people with disabilities and those who are unable to attend real-world events.
Data analysis: Immersive technology can also be used to gather and analyse performance data in real-time, providing valuable insights into player and team performance.
These are just some of the ways in which immersive technology can complement the metaverse in sports and enhance the overall experience for viewers and participants.
Do the metaverse and immersive technology go hand in hand for sports broadcasting?
Yes, the metaverse and immersive technology often go hand in hand for sports broadcasting. The metaverse provides a virtual world or environment where immersive technology such as virtual reality (VR) and AR can be used to create more immersive and interactive experiences for viewers. The combination of the two technologies can make virtual sports events more lifelike, engaging and interactive, and allow for new and innovative ways of experiencing and enjoying sports.
By using immersive technology in the metaverse, sports broadcasters can provide a more compelling and realistic virtual experience, allowing viewers to feel as though they are actually at the event, despite being physically remote. This can open up new opportunities for engaging fans, enhancing the overall viewing experience, and increasing revenue for the industry.
Have the two technologies both reached a tipping point?
It's difficult to say if the metaverse and immersive technologies have reached a tipping point for sports broadcasting as the technology is still in its early stages and its adoption and impact are still being evaluated. However, there have been recent advancements and investments in the technology, which suggest that it is gaining momentum in the sports broadcasting industry.
The increasing popularity of virtual and augmented
North America Stories
22/07/2026
Among other tweaks to coverage, the broadcaster added announce positions in the ...
22/07/2026
The Australian Sports Technologies Network (ASTN) has reported a sharp acceleration in Australia's sportstech sector, with revenue growth rising from 10% in...
22/07/2026
From a retrofitted broadcast bus to packed Match Day Live! events, Bennett detai...
22/07/2026
TMRW Sports has named Brendan Donohue as President, Flag Football, where he will lead the company's professional flag football business in partnership with ...
22/07/2026
Stephen Arnold Music (SAM) designed and produced soundtracks for nine projection...
22/07/2026
Harmonic has announced a $25,000 donation to Global Empowerment Mission (GEM) fo...
22/07/2026
Telemundo has announced it has acquired from UC3 exclusive U.S. Spanish-language...
22/07/2026
The Rest Is Football, hosted by Gary Lineker, Alan Shearer, and Micah Richards, ...
22/07/2026
Sports Studio has announced a partnership with TheSoul Group to distribute Free ...
22/07/2026
Daktronics has concluded its 2026 High School Video Summit, a two-day hybrid event combining virtual sessions with hands-on host school visits across the countr...
22/07/2026
FOR-A America will exhibit at the MMCA Show in Pensacola, Florida (July 21-24), marking the company's first appearance at the house of worship AV event. FOR...
22/07/2026
The New York Yankees have selected Lumen Technologies (NYSE: LUMN) to connect Ya...
22/07/2026
Calrec will exhibit at IBC 2026 (Stand 8.C47) with demonstrations of its IP-native audio ecosystem built around the Argo console range, and will announce two ne...
22/07/2026
Solid State Logic has announced the appointment of Algam EKO as its distributor for SSL large format consoles in Italy, covering the Live, Broadcast, and Studio...
22/07/2026
FloSports has announced the launch of the FloSports Channel, a free ad-supported streaming channel premiering on Prime Video in the U.S. on July 21. The channel...
22/07/2026
Banana Ball TV (BTV), the broadcast operation of the Savannah Bananas, has insta...
22/07/2026
SiriusXM and Audacy have announced an agreement bringing 42 Audacy sports, news, and talk stations from 29 U.S. markets to SiriusXM. Twenty-three Audacy sports ...
22/07/2026
The collaboration produced more than 500 short-form videos across four cities th...
22/07/2026
At 2,600 sq. ft., the new home of digital content houses a main studio, podcast space, and an auxiliary control room
NFL franchises are accelerating their prod...
22/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/07/2026
Proven managed IP solution helps broadcasters confidently navigate the future of broadcast distribution
LTN announces it has completed successful satellite-to-...
22/07/2026
Today, Chaos announced V-Ray 7, update 4, eliminating the need for asset conversions and tool switching, which slow down media and entertainment pipelines. Arti...
22/07/2026
An AI playground for the Project Indigo camera app
Marc Levoy July 22, 2026
0 Comments
At left is the user interface of our Playground, running on an ...
22/07/2026
Custom Consoles announces the completion of a large technical furniture project for Radio T l vision Suisse (RTS) at the networks recently inaugurated productio...
22/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
22/07/2026
Culver City, CA, July 21, 2026 3D streaming infrastructure provider Miris today announced glTF intake, including the binary .glb form, to its spatial streamin...
22/07/2026
Documentary Lo Invisible Captured with Blackmagic PYXIS 6K
Brie Clayton July 21, 2026
0 Comments
Camera's versatile design allowed filmmakers to c...
22/07/2026
AAF Bridge converts AAF and XML Timelines to Ableton Live - and back
Jerome Gardier July 21, 2026
0 Comments
A two-way converter for macOS and Windows...
22/07/2026
From Class to Concert: Explore a Student-Led Production of David Bowies Work Thr...
22/07/2026
Before a healthcare robot can be useful in the real world, it has to learn how the physical world pushes back. Anatomy varies. Instruments bend, press, slip and...
21/07/2026
With winners Spain having already paraded the World Cup trophy through Madrid in front of millions of fans and the dust now settling on an epic tournament of th...
21/07/2026
In a time of disarray in regional sports broadcasting, the league will provide c...
21/07/2026
When NEP designed one of its largest recurring mobile production unit fleets for PGA TOUR
coverage, the leading media services provider faced a familiar challe...
21/07/2026
Warner Bros. Discovery's unbroken lead is interrupted as sports and live mus...
21/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/07/2026
Across the TV and streaming ecosystem, industry players face mounting pressure to do more with less. They must simplify operations, protect premium content and ...
21/07/2026
Tuxera, a leading prover of quality-assured file systems and networking technologies, is bringing its latest advances in connectivity performance to the media w...
21/07/2026
COW Jobs: Apple Motion Expert for Custom FCP Rigged Graphics Package
Brie Clayton July 21, 2026
0 Comments
HIRING: Apple Motion Expert for Custom FCP ...
21/07/2026
Cinegy GmbH, the premier provider of software-defined television technology, will use its presence at IBC2026 (stand 7.A01, Amsterdam RAI, 11 14 September) to...
21/07/2026
Calrec will be located in Hall 8, on Stand C47
Beyond bigger
For years, broadcast facilities were built around one assumption: provision for the biggest pro...
21/07/2026
Pebble, the leading automation, content management and integrated channel specialist, will discuss its future-facing developments for the new generation of medi...
21/07/2026
nxtedition returns to IBC2026 with its consolidated production platform, showing how scripting, editing, graphics, AI-assisted tools and automation can work wit...
21/07/2026
C2PA content signing helps broadcasters, public institutions, and publishers give audiences a verifiable record of where their video content came from and how i...
21/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
BT Sport's Matt Stagg: The metaverse is gaining momentum in sports broadcasting By Heather McLean 
