Virtual reality (VR) technology has been earmarked as potentially one of the most profound advancements which could transform the viewing experience of the NBA, according to a top NBA exec. NBA Senior VP & Managing Dir of Europe, Middle East & Africa Ben Morel said, "Basketball has probably one of the best seats in sport. And I think in the future [this seat] will be from your sofa. You will be able through technology to be as if you were courtside." He added: "It [VR] is fascinating. We also know that most fans will never have an opportunity to experience the live event. If there is a technological way do it, it makes a lot of sense." The NBA is carrying out some early testing with VR technology to see what impact it can have on the viewing experience. However, Morel said one critical issue arising from bringing VR technology to the living room experience would be the impact it would have on attendance of a live NBA game.
THE RIGHT TERMS: Morel was speaking on a panel session, along with Int'l Equestrian Federation (FEI) Chief of Business Development & Strategy Lisa Lazarus; Deltatre CCO Ciarin Quinn and IAAF council member Irena Szewinska, discussing how to maximize the fan experience. According to Lazarus, it was crucial that sponsors added to the appeal of an event "on the fan's terms, not on their terms." Lazarus pointed to the example of the FEI World Equestrian Games main sponsor Alltech, a "not particularly sexy" agricultural company, but which stood out in terms of standout sponsorship activation, such as showcasing a free music festival during the games and showcasing how the farm of the future will look like. "I think for a lot of sports rights holders and leagues the magic is going to be for those who can really find that balance between preserving the tradition of the fan experience yet still be innovative," Lazarus said. Crucial to the fan experience was ensuring any brand or technology involvement did not interrupt the fan experience. Quinn said, "When it comes to the fan, we try and create tools which cities, broadcasters and federations can use to help their fans get closer without interrupting the flow of the game." Morel said that fundamental to any fan experience was the core product. He added that basketball presents unique "entertainment opportunities" during the game, which is part of the NBA's DNA. The panel took place at SportsPro Live in London.
John Reynolds is a writer in London.
