ABSTRACT
Augmented reality (AR) is already part of the lives of thousands of people, in many different sectors. In addition to a change in current business models, the introduction of this technology in sports can greatly implement and improve fan engagement strategies and the fan experience in the world of e-sports. This research, starting from a concise but systematic literature review, analyses how mixed and augmented reality are providing a growing number of applications in the world of sport. Augmented reality is a technology that allows having a better perception of reality. This can help drive a vehicle, see obstacles that would otherwise not be noticed. Given that the nature of augmented reality makes it perfect for a dynamic sector such as sports, many applications can be identified in the sports field, however, many benefits can be identified: a) training for professionals and amateurs;b) marketing strategies and revenue diversifications for sports clubs;c) supporters' experience;d) supporters' engagement;e) valid and feasible alternative during pandemic outbreaks;f) measurement of sports results and sports assessment. Augmented reality has been introduced in the sports sector for a while. Many sports are exploiting the features of this new technology, by introducing apps for augmented reality that allow fans to get even closer to their beloved sport heroes. Cycling, football, fitness, cricket, winter sports many others, Apps to increase reality are developed in many different contexts, to experience a race, a match or simply to train with greater awareness, thus obtaining better results. © 2020 ACM.