Vancouver-based Imagine AR brings Brazilian soccer stars to their fans

The partnership with Clube Atlético Mineiro is further proof that sports teams can benefit from innovative fan engagement methods.

Vancouver’s Imagine AR Inc., a local leader in the VR/AR space, has launched its latest partnership from the sports world. The company joined forces with one of Brazil’s most noteworthy soccer teams, Clube Atlético Mineiro.


Details: The campaign features AR representations of Clube Atlético Mineiro players via the team’s app. After a July 9 launch, the team saw over 12,000 interactions within 24 hours and a 3000% increase in registration over the weekend. The campaign was nicknamed Galo which is Portuguese for rooster, the team’s mascot.

Working with sports teams seems to be a good niche for Imagine AR. The company has worked with a pair of Spanish top flight clubs, Valencia and Real Sociedad, the Basketball Hall of Fame and NBA’s Sacramento Kings, plus a host of other sports clients. 

Why it matters: It’s noteworthy to see a Vancouver company entrusted by a global sports brand, particularly one in Brazil—the spiritual home of soccer-err, futebol. 

"We had a tremendous response to our premiere Galo AR immersive experience from our executives and fans around the world. The real-time analytics confirmed that AR delivers true fan engagement and builds community quickly. Our plan is to present Galo AR to brands and sponsors as a new digital channel to interact with our fans beyond the standard ad function and build new revenue for our club. AR is a technology that is going to change society," shared Felipe Ribbe de Vasconcellos, head of innovation at Clube Atlético Mineiro. “We would recommend the ImagineAR SDK to any sports team wanting to engage fans around the world using immersive AR."

Meeting fans where they are: Sports fandom is in a state of flux. This was evidenced by a pair of major tournaments over the weekend. The final of Europe’s largest international tournament saw over 60,000 attendees pack London’s Wembley Stadium on Sunday, which left most unhappy as England lost to Italy. Sharing in the grief are William, myself and the majority of Vancouver Tech Journal’s Twitter followers. 

Closer to home for Clube Atlético Mineiro, the Brazil-based Copa America saw the home side bested by Argentina in Saturday’s final. In stark contrast to the scenes from London, a maximum of 7,800—or 10% of Rio de Janeiro's Maracana Stadium—were allowed to attend the match.

With the majority of fans unable to experience their favorite teams and players in person for the better part of the last year, sports teams have needed to find innovative ways to give the personal experiences fans crave. A Vancouver-based outfit is supporting this demand.

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