The sports industry stands out as the ideal vertical for embracing XR and immersive experiences due to its vast potential in leveraging data, gaming, social content and storytelling. With unparalleled opportunities for engagement, sports leagues, athletes, and brand partners can captivate audiences like no other sector. Embracing AR and VR as well as immersive and gamified platforms, these leagues are ensuring that viewers remain entertained and informed. This panel discussion will share best practices, cutting-edge technology developments, and a glimpse of the exciting future of XR in sports.