Fandom in the metaverse

Serving up digital fan engagement at the BNP Paribas Open 

As virtual fan engagement increases in popularity, organizations are challenged to continuously find new and innovative ways to engage with fans at venues and at home. Tune into this User Friendly podcast for insights on sports in the metaverse and learn how Sinclair Broadcast Group teamed up with Deloitte’s Unlimited Reality™ practice to create a memorable experience that surprised and delighted fans at one of the most important tennis events of the year.

User Friendly: Fandom in the metaverse

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The passion-based fan’s desire will only deepen when they feel they're a part of something special. If we can combine that physical with the virtual, wherever you are, at that moment, during the match, during the game, pre-game, post-game, even post-season, you're almost never out of the conversation, and you're almost never out of the community.

—J.R. McCabe, Chief Business Officer, Consumer Products, Sinclair Broadcast Group


In this episode of the User Friendly podcast, J.R. McCabe, Chief Business Officer, Consumer Products at Sinclair Broadcast Group joins podcast host Hanish Patel. They discuss how Sinclair teamed up with Deloitte to build a fandom metaverse experience at the BNP Paribas Open that blends the virtual and physical worlds, deepens engagement, and drives new revenue streams.  As they share their passions for sports and gaming, Patel and McCabe explore the possibilities ahead for experiential gaming and how virtual fan engagement in the metaverse can help build loyalty—and new business models—for brands.

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