Minnesota United FC, in collaboration with Target and ARound, has introduced a pioneering augmented reality (AR) experience at Allianz Field, marking the first integration of stadium AR technology in Major League Soccer (MLS). This innovative initiative, launched by ARound—a leader in large-scale AR experiences and part of Stagwell—ushers in a new era of fan engagement by blending the physical and digital worlds in an unprecedented way.
Beginning August 24, 2024, fans attending Minnesota United matches can immerse themselves in the "Loons Liftoff" AR experience, which allows them to hit virtual targets, collect points, and work together as a community to summon "The Dethloon," a nod to the team’s fan culture and beloved mascot. Fans can also scan a QR code for a chance to win a Target gift card, further enhancing the interactive experience.
Josh Beatty, Founder and CEO of ARound, expressed excitement about bringing this cutting-edge AR technology to MLS, emphasising how it merges physical and digital elements to deepen fan engagement. "These new experiences merge physical and digital worlds in an unprecedented display of team spirit and innovation, bringing fans right into the action," said Beatty.
The ARound platform, already popular in other major sports leagues such as MLB, NBA, and NFL, keeps audiences engaged through shared AR experiences that allow multiple users to interact with the content simultaneously. Unlike traditional AR, which often isolates users, ARound’s multi-user AR platform uses 3D spatial computing to localise content, creating a connected fan experience that redefines in-stadium entertainment.
Evan Entler, Vice President of Digital Media at Minnesota United, highlighted the collaboration's importance in fostering innovation and community within the club. "This collaboration with ARound and Target exemplifies our commitment to innovation and community. We're excited to see how fans react to this unique blend of tradition and cutting-edge technology," Entler said.
This initiative not only sets a new standard for fan engagement in MLS but also solidifies Minnesota United FC and Target’s roles as leaders in integrating advanced technology into live sports experiences. With fans already spending an average of 15 minutes interacting with existing ARound experiences in other sports, this new AR feature is poised to become a central part of the match-day experience at Allianz Field.
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