After having empirically examined the dimensions of perceived value that influence a sports fan’s intention to adopt a metaverse experience, I decided to write an article that discusses how the elements of the marketing mix should be considered by spectator sports organizations when venturing into the metaverse. Here you are:

Introduction

In an era where digital transformation is reshaping various aspects of our lives, the intersection of sports and technology has heralded a new frontier for fan engagement: the metaverse. This digital universe offers an immersive experience that transcends geographical boundaries, enabling fans to interact with their favorite teams in ways previously confined to the realms of science fiction (Chen et al., 2024; Kotler et al., 2023). For popular spectator sports brands the metaverse presents an unprecedented opportunity to connect with a global audience, offering a virtual space where the excitement of spectator sports can be experienced from anywhere in the world (Lawrence & Crawford, 2019). This article introduces the concept of the marketing mix for spectator sports brands in the metaverse, emphasizing the strategic importance of integrating the 8 Ps—product, price, promotion, place, people, process management, phygital evidence, and personalization—to create compelling virtual experiences (Kotler et al., 2021; Wirtz, & Lovelock, 2022).

Our interconnected world, filled with a myriad of entertainment options, requires sports brands to offer unique and engaging experiences to stand out (Baker, 2022). The metaverse allows them to expand their product offerings into virtual realms, providing fans with immersive experiences that enhance the live game atmosphere and foster a deeper sense of community and brand loyalty (Chohan & Schmidt-Devlin, 2023). Each element of the marketing mix plays a fundamental role in ensuring the success of such engagements with their integration being essential for creating a holistic and captivating metaverse presence (Kotler et al., 2021).

As spectator sports brands delve into the metaverse, integrating the elements of the marketing mix becomes a strategic imperative. It is important for managers and executives to understand how spectator sports brands can utilize the metaverse to forge immersive, engaging, and personalized fan experiences, thereby reshaping the future of sports spectatorship in the digital era. It necessitates a redefinition of the marketing mix elements for digital domains to craft experiences that meet fans’ expectations and boost brand engagement.

In the metaverse, the main product expands beyond physical events to virtual experiences, like attending games in a virtual stadium. For instance, virtual reality (VR) can enable fans to experience games from perspectives previously limited to only a few, such as from the bench, the penalty box, or from the viewpoint of their favorite player (Chen et al., 2024). Pricing must reflect the unique value of metaverse experiences. Dynamic pricing could be used for virtual attendance, varying based on the game’s popularity or the virtual seat’s location, similar to real-world counterparts (Karg et al., 2022). Promotion expands into virtual worlds, employing tactics like in-game advertisements and virtual billboards, additionally, using exclusive virtual events or rewards to promote engagement (Baker, 2022). The metaverse serves also as a new place, offering global access without physical constraints, with virtual merchandise stores within the game environment providing fans a seamless shopping experience (Xi et al., 2024). 

The people element emphasizes the importance of both the internal team’s alignment with digital marketing and communications objectives and the creation of community among fans. Creating roles for virtual fan ambassadors can foster a sense of belonging and community (Kim & Manoli, 2023). Efficient processes ensure a seamless fan journey in the metaverse, from ticket purchase to post-event engagement. Implementing feedback loops for continuous improvement based on fan interactions can enhance the overall experience (Pine & Gilmore, 2020). Combining physical and digital elements, thus creating phygital evidence, like sending physical memorabilia for virtual event attendance, can enrich the fan experience, making the virtual feel more tangible (Mele et al., 2023). Lastly, personalization of the experience to individual preferences, such as customized avatars or personalized viewing angles, ensures a unique and immersive experience for each fan (Lawrence & Crawford, 2019). 

Every element, from product innovation to personalized fan experiences, plays a crucial role in defining the presence of spectator sports brands in the metaverse. Professional spectator sports teams competing in popular leagues with global reach, serve as exemplary cases for the following discussion. Their rich history, strong brand identity, and extensive global fan base lend credibility to their selection as prime examples for this discourse. By exploring hypothetical scenarios within the metaverse context, this chapter aims to provide a blueprint for other spectator sports organizations looking to navigate such a digital transformation. The insights and strategies discussed herein draw upon extant literature, concepts, and examples, providing a comprehensive guide for organizations venturing into the metaverse. 

The Marketing Mix

Product

The primary product offered by spectator sports organizations is frequently identified as the live game experience within a stadium or arena (Fullerton & Merz, 2008). However, the metaverse enables the extension of this product into virtual spaces (Chohan & Schmidt-Devlin, 2023). By offering virtual stadiums, fans can attend games virtually, experiencing the atmosphere and excitement from anywhere in the world; this expansion necessitates a reimagining of what the product—here, the game and its ancillary experiences—can be, making it richer and more accessible (Lawrence & Crawford, 2019). An example is offered by the National Basketball Association (NBA): It offered live games from the 2023-24 season in VR through the NBA Arena within Meta’s Horizon Worlds app—a VR platform enabling users to create, explore, and interact within immersive 3D spaces and communities—and the Xtadium app, which allows users to view live and on-demand sports on Meta Quest headsets (NBA.com, 2023).

The Five Levels of the Product in the Customer-value Hierarchy

The customer-value hierarchy suggested by Kotler and Keller (2012) provides a framework for spectator sports brands venturing into the metaverse, enabling them to design immersive fan experiences at multiple levels. Initially, it focuses on delivering the core benefit of engaging and dynamic spectatorship that fans seek (Fetchko et al., 2019). As the experience evolves to include basic and expected product levels, it incorporates essential and anticipated digital features like high-definition streaming and interactive elements, mirroring the thrill of live games (Vincent & Frewen, 2023). The augmented product level differentiates the experience with exclusive content and innovative interactions that exceed fan expectations (Chen et al., 2024). At the pinnacle, the potential product explores future enhancements, such as advanced virtual reality engagements, to continually elevate the metaverse experience for fans, ensuring sustained engagement and loyalty (Kotler et al., 2023).

In the context of the NBA venturing into the metaverse to enhance live game experiences for fans worldwide, applying the five levels of the product concept (i.e., the customer-value hierarchy) can create an offering that meets and exceeds fan expectations (Kotler & Keller, 2012; Chohan & Schmidt-Devlin, 2023). This approach ensures that the virtual experience is not just a digital extension but a reimagined way of engaging with the sport. 

At the fundamental level, the core benefit of attending a live game, whether physically or virtually, is the immersive experience of the game itself (Lawrence & Crawford, 2024). Fans are buying into the excitement, the community, and the shared experience of cheering for their team. For virtual offerings in the metaverse, this core benefit translates to delivering an experience that captures the essence of being at a game, including the adrenaline rush of the play, the camaraderie with fellow fans, and the unique atmosphere of a live sports event (Glebova et al., 2023).

To translate the core benefit into a basic product for the metaverse, the NBA (or the franchise responsible for the stadium experience) needs to create a virtual stadium environment that includes all elements fans would expect at a game, which involves more than just visualizing the game; it includes creating virtual seats, the ability to interact with other fans, and access to live game commentary (Mereu, 2023); perhaps even virtual concession stands. Essentially, the basic product must include all digital equivalents of the physical elements one would find in a stadium.

The expected product involves adding features that fans would normally anticipate in their virtual game experience. This includes high-definition streaming of the game, seamless user interface for easy navigation within the metaverse, minimal latency to ensure real-time reactions and interactions, and reliable access across various devices and platforms (Vincent & Frewen, 2023). Fans would also expect a level of interactivity, such as being able to cheer, boo, or even chant with other virtual attendees, mimicking the collective experience of being in a crowd (Mereu, 2023).

To exceed customer expectations, the augmented product must offer features that set the virtual game experience apart from just watching the game on television or through a standard live stream (Baker, 2022). This could include exclusive behind-the-scenes access for virtual attendees, personalized avatars that can be dressed in team merchandise, interactive games or contests during intermissions, and the option for fans to view the game from multiple perspectives, e.g., from the referee’s point of view (Lawrence & Crawford, 2019). Advanced social interaction features, such as private virtual rooms or spaces where fans can meet and discuss the game in real-time, would further enhance the experience. Implementing VR and AR technologies to make interactions more immersive can significantly augment the product offering, making fans feel as close to being at the game as possible without physically attending (Wirtz & Lovelock, 2022).

The potential product encompasses all the innovative and future possibilities that could further transform the virtual game experience (Kotler & Keller, 2012). For the NBA and its franchises, this could involve integrating advanced technologies like haptic feedback suits that allow fans to feel the hits or the excitement in the game, creating more inclusive and accessible experiences, and leveraging artificial intelligence (AI) to offer personalized game insights or predict exciting plays before they happen (Kotler et al., 2023). Exploring partnerships with other metaverse platforms could also expand the reach and accessibility of games, allowing for cross-platform viewing experiences. Additionally, incorporating educational or interactive content that allows fans to learn more about the team’s history, player stats, or even basketball strategies could add value (Fetchko et al., 2019). The potential product is where innovation plays a key role in distinguishing the NBA’s offering in the metaverse, ensuring they remain at the forefront of digital engagement in sports.

By considering these five levels, sports organizations can create a metaverse experience that can replicate the excitement and community of attending a game in person and also adds unique value that can only be experienced virtually. This strategic approach ensures that the brand stays relevant and appealing to a global fan base, leveraging the latest in digital and immersive technologies to redefine the spectator experience.

Price

A spectator sports organization’s venture into the metaverse demands a strategic approach to pricing of such offerings to ensure the financial viability and market competitiveness. The challenge is not just to set a price that reflects the value of a novel, immersive fan experience, it also includes balancing the economic realities of their fan base with the innovative nature of the metaverse (Baker, 2022). The pricing strategy for a metaverse experience involves navigating between maximizing revenue and enhancing fan engagement through accessible, value-laden virtual experiences, and it requires a nuanced understanding of various pricing concepts, including ceiling and floor prices, customer surplus, and the value captured by the company (Cram, 2008; Kotler et al., 2021). These concepts are fundamental in crafting a pricing strategy that aligns with both the franchise’s objectives and the fans’ expectations. 

Boundaries of the fan experience expand in the metaverse. Organizations must consider the perceived value of their virtual offerings, the economic demographics of their target market, and the competitive landscape (Pickton & Broderick, 2005). The pricing strategy has to account for the costs associated with developing and maintaining a sophisticated metaverse platform, while also ensuring that fans perceive they are receiving value that justifies the price (Fullerton & Merz, 2008; Kotler et al., 2023). This balance is critical for sustaining long-term loyalty and engagement in a digital arena where fans have myriad entertainment options at their fingertips (Fetchko et al., 2019). 

Ceiling Price

The ceiling price is the maximum that customers are willing to pay for a product (Cram, 2008). For a metaverse experience, this price would be contingent upon the perceived value of the immersive fan experience. The organization needs to assess the financial demographics of their fan base to establish a ceiling price that aligns with their customers’ ability to pay (Pickton & Broderick, 2005). This involves an understanding of the economic conditions of their target market and the discretionary spending power allocated to entertainment and sports. Premium experiences within the metaverse, like advanced virtual reality engagements or haptic feedback suits, would likely push the ceiling price higher. However, it is critical to ensure that the involved costs do not surpass the perceived value of the experience (Mereu, 2023).

Customer Surplus and Value Captured

Between the ceiling price and the transaction price lies the customer surplus—the additional value customers perceive to receive versus what they pay (Cram, 2008). Franchises need to ensure that the metaverse experience delivers a surplus to sustain long-term customer loyalty. This surplus can be created by offering exclusive content, such as behind-the-scenes access, personalized interactions, and innovative viewing perspectives that enhance the fan experience beyond traditional spectating (Lawrence & Crawford, 2019). Equally, the value captured by the company must justify the investment in technology and content creation for the metaverse platform. The price should cover the economic costs and contribute to profitability while allowing for reinvestment in enhancing the metaverse experience (Wirtz & Lovelock, 2022). The franchise must balance the cost of creating a sophisticated metaverse environment with the price point to ensure a return on investment. The floor price is the minimum price that covers the company’s economic costs, including development, operation, and maintenance of the metaverse experience (Cram, 2008). Organizations must calculate these costs accurately and ensure that the price set is above this threshold to avoid losses. Economies of scale could play an important role here; as more fans engage in the metaverse, the cost per user could decrease, allowing for more competitive pricing (Kotler et al., 2021).

Brand equity

A franchise’s brand equity is a crucial determinant of how much customers are willing to pay (Aaker, 1992). The storied history and emotional connection fans have with the brand can allow for premium pricing. However, the price must reflect the quality and uniqueness of the experience. High pricing that doesn’t match customer expectations can damage brand reputation and loyalty. A further consideration is the amount of money that fans are willing to pay for a metaverse experience (Karg et al., 2022; Mereu, 2023). Fans will inevitably compare one metaverse experience with offerings from other organization and entertainment alternatives outside of the respective sport. The company must, therefore, offer a competitive edge, whether through exclusive content, technological innovations, or a more engaging community environment (Baker, 2022). The price should be positioned to reflect these competitive advantages without alienating fans due to high costs and must align with the broader brand strategy and objectives of the company (Cram, 2008). If the goal is to increase market share and attract new fans, the metaverse experience may need to be priced more competitively; conversely, if the aim is to cater to a niche of high-value customers seeking premium experiences, the price can be set higher, targeting a smaller, more affluent segment (Wirtz & Lovelock, 2022).

Hence, the pricing strategy for a metaverse experience of a spectator sports organization should be a careful blend of economic feasibility and customer-centric value. It must account for the costs of delivering a technologically advanced and content-rich platform while ensuring that fans perceive a high value that justifies the price. It should reflect the brand’s status and historical legacy, differentiate from competitors, and comply with regulatory norms. The metaverse experience offers an opportunity to redefine fan engagement, and the pricing strategy is a key element in ensuring its success and sustainability.

Promotion

Major League Baseball (MLB), the highest level of professional baseball in the United States and Canada, has created an interactive digital social realm within the metaverse, which facilitates the exploration of a simulated stadium, creation of user avatars, attendance at digital game watch parties, and participation in trivia contests and virtual scavenger hunts, aiming to bolster fan engagement (Los Angeles Times, 2023; Front Office Sports, 2024). To achieve this objective, a comprehensive integrated marketing communication (IMC) strategy needs to be devised that effectively promotes the experience across the customer journey of the diverse fan base. The strategy should introduce the virtual experience in a manner that aligns with the fans’ connection to the MLB, thereby enhancing engagement, utilizing advanced digital interactions, and fostering increased adoption and a new level of fan loyalty (Karg et al., 2022; Mereu, 2023). The aim is to ensure that promotional communications adhere to the customer-value hierarchy and effectively achieve the eight goals as outlined by Batra and Keller (2016):

Create Awareness and Salience

To create awareness and salience for the MLB’s virtual experience, a message must be crafted that is both memorable and differentiating, which could be initiated through a launch event that leverages the reach of social media influencers and sportscasters, creating buzz in both the digital and physical worlds (Fetchko et al., 2019). The key is to associate the experience with the visceral excitement of spectator sports—a place where fans can immerse themselves in the game regardless of their physical location (Chen et al., 2024). This message should be omnipresent across all fan touchpoints, from the physical visit at the stadium to targeted online ads that reach beyond the existing fan base to attract new audiences. The campaign should use striking visuals of virtual gameplay and fan interactions, emphasizing that the virtual experience is the next best thing to being at the game in person (Yüce et al., 2021).

Convey Detailed Information

In-depth information about the offering must be communicated clearly and persuasively. This involves explaining the user-friendly nature of the technology, the richness of the content available, and the simplicity of getting started (Ryan, 2020). Information can be distributed through educational content, such as tutorial videos, FAQs, and live Q&A sessions with the development team. Providing specs for the optimal hardware setup, pricing plans, and a schedule of virtual events can help fans understand the value proposition (Kotler et al., 2021). This phase requires precision in messaging to demystify the technology and make it approachable for all fans, regardless of their tech savviness.

Create Imagery and Personality

The MLB should create resonant imagery and personality. This virtual domain, mirroring the MLB’s and its competing teams’ storied heritage, enables fans to immerse in their legacy through virtual reality experiences that can revisit iconic matches and engage with sports legends. The strategic use of Non-Fungible Tokens (NFTs) can enhance this connection, offering fans collectibles that encapsulate historic team moments and memorabilia (Baker et al., 2022). These NFTs, which fans can display or use to customize avatars within the metaverse, can bridge the digital and the physical, offering the opportunity for tangible fan experiences such as player meet-and-greets in the digital realm (Li & Chen, 2022). Such innovative measures bolster the organization’s brand identity within the metaverse and cultivate a personalized fan engagement, fostering an emotional bond with the league or team.

Build Trust

Trust is crucial, especially when introducing new technology platforms like a metaverse experience. Ensuring secure transactions, platform stability, and content quality is fundamental, with trust bolstered through showcasing positive feedback, allied tech partnerships, and transparent customer service practices (Ante et al., 2023). The introduction of a virtual social space and NFTs adds complexity, demanding a focus on secure blockchain technology and clear guidance for fans on their usage and benefits (Xi et al., 2024). Educational initiatives on navigating and using the platform, and the value NFTs can unlock in the metaverse—like exclusive content access—underscore the dedication to a secure and fan-centric digital experience (Mereu, 2023). This multifaceted approach to trust-building is crucial in positioning the MLB as a reliable and pioneering presence in the metaverse.

Elicit Emotions

Eliciting emotions can be one of the most powerful outcomes of an effective IMC strategy. The MLB should tap into the passion fans have for the game, using the metaverse to bring to life the thrills of the sport in new and engaging ways (Vincent & Frewen, 2023). Emotional storytelling can be used in promotional content, showing fans from various backgrounds coming together in the metaverse, celebrating homeruns, and sharing the excitement of close games (Fetchko et al., 2019). Emotional triggers can also be linked to the live experience—such as the elation of winning or the agony of defeat—to foster a sense of belonging and togetherness (Wann & James, 2019).

Inspire Action

Inspiring action requires a strong call-to-action that encourages immediate engagement (Ryan, 2020). Limited-time offers, gamification elements, and exclusive in-metaverse events can incentivize fans to take the leap into the MLB’s virtual world. Promotions such as virtual meetups with current players or legends of the game, prize giveaways, and early access to game tickets can create urgency (Chen et al., 2024). The organization could also collaborate with local businesses to offer physical rewards for virtual participation, bridging the gap between the virtual and the real world and driving immediate action (Yüce et al., 2021).

Instill Loyalty

Instilling loyalty in the metaverse context means ensuring fans feel a sense of ownership and investment in the virtual space (Chohan & Schmidt-Devlin, 2023). This could involve loyalty programs that offer rewards for frequent participation, such as unique in-game items, virtual currency, or even influence over future metaverse features. NFTs can act as a digital loyalty system, rewarding fans for their engagement and support (Ante et al., 2023). For instance, the MLB could issue NFTs that serve as lifetime season passes to virtual games or provide VIP access to special in-metaverse events. Fans could earn or purchase NFTs that unlock unique team content, such as virtual coaching sessions or strategy talks with the team’s management. By offering tiered NFTs, with rarer tokens providing more exclusive experiences or content, the organization can encourage a deeper level of investment and participation in the metaverse, fostering a loyal community of digital supporters (Mereu, 2023).

Connect People

The metaverse is inherently a social space, and sports organizations must promote it as a digital destination where fans can connect with one another (Baker, 2022). Emphasizing the community aspect could involve highlighting features like group viewing parties, fan-led discussions, and in-game social events that mimic the camaraderie found in the stands (Mereu, 2023). This social aspect of the metaverse can be greatly amplified through NFTs. These tokens can be used to facilitate connections among fans by acting as conversation starters or as the basis for forming groups with shared interests within the metaverse (Baker et al., 2022). For example, owning a specific NFT could grant fans access to exclusive fan clubs or discussion rooms where they can interact with like-minded individuals. Additionally, NFTs could be used to commemorate attendance at special events or games, creating digital memorabilia that fans can trade, display, or talk about within the community. This connects people with common interests and creates a vibrant secondary market for NFTs, engaging fans in the metaverse economy and stimulating interaction (Ante et al., 2023).

Promoting the MLB’s metaverse experience throughout the customer-journey requires an IMC strategy that resonates on multiple levels. Each communication outcome should be interwoven to tell a cohesive story about the metaverse experience, aligning with the brand and the unique value it provides. This will help to ensure that the virtual experience is successful and continues to thrive and grow, solidifying the organization’s position as a leader in digital fan engagement.

Place

In the evolving landscape of virtual experiences, particularly within the realm of spectator sports, the consideration of ‘place’ or ‘distribution’ in the context of the metaverse becomes vital. This shift towards virtual environments requires a nuanced understanding of traditional marketing principles, adapted to the intricacies of digital spaces where physical constraints are no longer applicable (Kotler et al., 2021). The metaverse, a digital space where individuals interact, socialize, and make decisions using virtual or augmented reality environments, presents unique opportunities and challenges for the distribution of virtual experiences (Xi et al., 2024). Platforms like Decentraland, Horizon Worlds (by Meta), and Roblox, to name a few, have emerged as popular contenders in the evolving metaverse landscape in which companies and brands can create digital experiences for their customers and fans. For example, the National Hockey League (NHL), a professional ice hockey league in North America considered one of the premier ice hockey competitions in the world, ventured onto Roblox to engage a younger audience, expand its brand, innovate digitally, generate new revenue streams, and build a community among fans in a dynamic virtual environment (NHL, 2023; Roblox, 2023).

The Metaverse as a Distribution Channel 

For spectator sports organizations like the NHL, the metaverse offers an innovative channel to engage with fans beyond the confines of geographical limitations (Kim & Manoli, 2023). This digital realm allows for the creation of creative, immersive fan experiences, such as virtual games, meet-and-greets with players, and exclusive behind-the-scenes content. However, the choice of platform within the metaverse is critical. It should facilitate these interactions and align with the brand’s objectives and the preferences of its target audience (Mereu, 2023). The decision on where to place these experiences in the metaverse is similar to selecting the right physical or electronic distribution channels, yet with a focus on digital accessibility and the quality of user engagement (Kotler et al., 2023). 

In determining the appropriate metaverse platform for distribution, organizations must evaluate both the potential and relevant reach. This involves examining platforms based on their user base size, demographic alignment with the team’s target audience, and the potential for meaningful engagement (Ryan, 2020). Platforms that boast a large and active user community may offer substantial potential reach but assessing whether these users align with the target demographics is crucial for achieving relevant reach (Chen et al., 2024). This relevance is determined by factors such as age, location, interests, and behavior patterns (Pickton & Broderick, 2005), ensuring that the virtual experiences resonate with and are accessible to the intended audience.

Organizations can revolutionize fan engagement through direct-to-consumer (D2C) channels and intermediary organizations in the metaverse. D2C channels empower organizations to craft immersive, personalized experiences, such as VR meet-and-greets and live-streamed games, fostering deeper fan loyalty and enhancing brand value through direct engagement (Kotler et al., 2021). These channels bypass traditional distribution routes, offering fans unique, intimate experiences with the team. Simultaneously, intermediary organizations in the metaverse, like popular virtual worlds or gaming platforms, can help broaden a company’s reach, connecting them with wider audiences and new fan segments (Brossillon & Ferjani, 2024). These partnerships enrich metaverse presence, providing the necessary infrastructure for scalable, high-quality virtual experiences. Leveraging both D2C channels for direct engagement and intermediary organizations for expanded reach, organizations can construct a dynamic metaverse presence. This dual strategy can enhance fan interaction and brand loyalty, as well as pave the way for innovative engagement opportunities in the digital realm.

Building Brand Equity through Accessibility

Building brand equity in the metaverse hinges on a strategic commitment to accessibility, ensuring that virtual experiences are user-friendly and inclusive for all fans, regardless of their tech savvy or device preference (Kotler et al., 2021). This means crafting metaverse spaces that are easily navigable and enjoyable for both veteran gamers and newcomers to virtual reality, across a spectrum of devices from VR headsets to smartphones and desktop computers. By optimizing experiences for diverse technological platforms, providing intuitive interfaces, and offering tutorials for new users, organizations should aim to lower entry barriers, making their digital offerings more accessible to a broader audience. Additionally, tailoring content to resonate with various fan demographics, through localization, language options, and cultural relevance, is crucial (Scalvini, 2020). Such a comprehensive approach to accessibility fosters a more inclusive and engaging presence and significantly bolsters brand equity, nurturing a deeper, more loyal connection with fans and enhancing the overall brand reputation in the digital era.

Organizations should continuously adapt and evaluate their engagement in the metaverse and ensure relevance of their activities. This necessitates an anticipatory stance towards monitoring technological progress, emerging trends within metaverse platforms, and shifts in consumer behavior (Kotler et a., 2023). Companies should undertake regular updates and refinements to their virtual offerings, demonstrating agility in response to user feedback and engagement analytics (Ryan, 2020). The application of analytics tools, specifically designed for virtual environments, facilitates the acquisition of valuable insights. For example, should data indicate a pronounced engagement with virtual meet-and-greets over other forms of content, strategic resource reallocation towards these interactions may be warranted. This cyclical process of adaptation and evaluation ensures their offerings remain current, compelling, and in alignment with audience expectations (Chaffey & Smith, 2017). 

Venturing into the metaverse represents a strategic expansion of an organization’s distribution channels, enabling unparalleled fan engagement opportunities. By carefully considering the aspects of place or distribution—such as the choice of platform, potential and relevant reach, and accessibility—a company can effectively leverage the metaverse to enhance brand equity and foster deeper connections with its audience. Success in this endeavor requires a blend of strategic insight, technological savvy, and a deep understanding of the fan base, underscoring the importance of ‘place’ in its marketing mix.

People

The people component of the marketing mix becomes increasingly complex and vital in virtual environments, embracing both internal and external human elements. The metaverse demands a reevaluation of how organizations engage with employees, consumers, and broader stakeholders in digital spaces. 

Internal Marketing

The internal marketing dimension emphasizes the critical role of employee engagement and brand representation. This focus is not merely on equipping staff with the latest technological tools but also on nurturing a deep-seated alignment with the organization’s culture, values, and mission (Chaffey & Smith, 2017). Employees, from those involved in creating virtual experiences to those interacting directly with fans, must be ambassadors of the brand, embodying its ethos in every aspect of the metaverse. To achieve this, an organization should invest in specific training programs that go beyond technical skills to include brand storytelling, customer empathy, and engagement strategies tailored for virtual environments (Wirth & Lovelock, 2022). Such programs ensure that all team members, regardless of their role, understand the unique dynamics of fan interactions within the metaverse and are capable of delivering experiences that resonate with the emotional and communal aspects of fandom; this may enhance job satisfaction and foster a sense of ownership and pride in their contributions to the company’s initiatives (Kotler & Keller, 2012; Kotler et al., 2023). Employee engagement in this context becomes a strategic asset. Enthusiastic and committed employees are more likely to create compelling, authentic virtual experiences that strengthen the brand. Their interactions with fans can significantly influence perceptions, making internal marketing a cornerstone of the organization’s success in the digital realm (Fetchko et al., 2019).

Consumer Engagement

Organizations have a unique opportunity to elevate consumer engagement through a deep understanding of their fans and fostering co-creation of content and experiences (Pine & Gilmore, 2020). This approach transcends traditional fan interactions by inviting them into a collaborative space where their input and creativity directly influence the brand narrative and the virtual environment itself. Recognizing fans not just as passive recipients but as active participants acknowledges their desire for immersive experiences that reflect their lifestyle and preferences. For example, Manchester City FC, a professional football (soccer) club based in Manchester, England, competes in the Premier League and has launched digital collectibles through a dedicated app, where each item is assigned a random rarity level—Classic, Rare, or Ultra Rare—giving fans the opportunity to win exclusive prizes, such as a limited-edition football shirt or tickets to matches, based on the rarity of their collectible (OKX, 2024). Similarly, through the Blue Moon experience on Roblox, Manchester City FC invites fans to co-create the brand experience by designing games, interacting with club-themed content, and personalizing avatars with official gear in a virtual world that mirrors the club’s ethos and aesthetic (Manchester City FC, 2022). Such initiatives make fans feel valued and deepens their emotional connection to the brand (Schmitt, 1999). 

Encouraging fans to share this kind of experiences through any communication channel can also amplify engagement, creating a feedback loop that enriches the fan community and strengthens brand loyalty, transforming fans from mere spectators to active contributors, directly influencing the narrative and environment of the brand’s virtual presence (Fetchko et al., 2019; Demir et al., 2023). By integrating fans’ ideas, feedback, and creativity into the design and execution of virtual experiences, Manchester City FC can create a more immersive and personalized digital ecosystem. The essence of co-creation in the metaverse lies in providing platforms and tools that enable users to customize their interactions, such as designing virtual goods, contributing to the storyline of interactive events, or even shaping the virtual architecture of spaces like stadiums (Kotler et al., 2021). These collaborative efforts can enhance the sense of community among fans and elevate their emotional investment in the brand, while fostering a sense of ownership and pride among participants, as their contributions become integral components of the brand’s metaverse (Brossillon & Ferjani, 2024). 

Beyond direct consumers, the people component in the metaverse also encompasses a wider range of stakeholders including B2B partners, social media followers, and content creators. Each group plays a role in the ecosystem of the metaverse experience, from the technology platforms hosting the experiences to the fans amplifying them through social media. Recognizing and nurturing these relationships is essential for creating a vibrant, interactive community around a brand like Manchester City FC.

The approach to the people component in the metaverse requires a holistic strategy that encompasses employee empowerment, personalized fan engagement, emotional connectivity, and community building. By focusing on these aspects, spectator sports organizations can leverage the unique opportunities presented by the metaverse to deepen connections with their audience, enhance brand loyalty, and create a dynamic, inclusive virtual fan community. This strategic focus on people—within and beyond the organization—is a key determinant of success in the evolving digital landscape.

Phygital Evidence

The concept of phygital evidence has emerged as an important element in the marketing mix, blending the physical and digital realms to enhance the fan experience and strengthen brand loyalty. This hybrid approach acknowledges the growing integration of technology in everyday life and leverages it to create immersive, interactive experiences that transcend traditional boundaries. Phygital evidence refers to the tangible touchpoints that embody both physical and digital elements in a seamless experience (Batat, 2022). These are the innovative ways in which fans interact with the sport or team through technology-driven engagements that occur both online and in physical venues (Glebova et al., 2023). Effective phygital evidence should enhance the fan experience, as well as align with the organization’s brand values and marketing objectives (Abrokwah-Larbi, 2024).

As mentioned above, the NBA has pioneered the use of VR to broadcast games, allowing fans to experience the excitement of live games without being physically present in the arena; the initiative, in partnership with NextVR, involves the broadcasting of select games where fans can wear VR headsets and enjoy a courtside-like experience from their homes (NBA, 2023). This technology democratizes access to games, potentially increasing viewership, and adds a layer of engagement that traditional broadcasting cannot provide (Mereu, 2023). From a marketing perspective, the NBA’s VR broadcasting serves as phygital evidence by demonstrating innovation and commitment to fan engagement. It enhances the perceived value of the NBA’s offerings and supports its positioning as a forward-thinking league. Additionally, it allows for the collection of data on viewing habits and preferences, which can be invaluable for targeted marketing strategies and enhancing fan experiences further (Kotler et al., 2023).

Another example is found in the National Football League (NFL), a professional American football league and one of the four major professional sports leagues in the United States, has also embraced phygital approaches, particularly through mixed reality (MR) experiences. The Baltimore Ravens, for example, have implemented MR for fan engagements during pre-game activities, where, through MR headsets or smartphone apps, fans in the stadium can see virtual player introductions and other content overlaid onto the actual field (Baltimore Ravens, 2019). This use of MR amplifies the excitement and engagement of being at the game and enriches the fan’s sensory experience by merging the digital with the physical. The MR experience provided by the Ravens can be seen as an essential component of phygital evidence, showcasing how such technology can be used to create a more engaging and interactive environment. It also boosts fan enjoyment and promotes a more profound connection with the team and the game, enhancing brand loyalty and potentially increasing merchandise sales, ticket sales, and fanbase expansion (Bonfanti et al., 2023; Winell et al., 2023).

The Association of Tennis Professionals (ATP) has also ventured into offering phygital evidence for its products. It has incorporated phygital elements into its fan zones at various tournaments by equipping them with interactive kiosks where attendees can engage in VR tennis matches, access digital content about players, and explore match data (Roland-Garros, 2019). This blend of physical interaction and digital content provides a comprehensive and engaging experience that extends beyond watching the matches. The ATP’s use of interactive fan zones as phygital evidence successfully bridges the gap between digital engagement and physical presence. These zones serve as a dynamic method of fan engagement and function as educational platforms, enhancing fans’ knowledge and appreciation of the sport (Lawrence & Crawford, 2024). Furthermore, they provide ATP with insights into fan preferences and behavior, which can be leveraged to optimize future marketing strategies and sponsorships.

As demonstrated by the NBA, NFL, and ATP, effectively deploying phygital evidence requires a deep understanding of both technological capabilities and fan expectations. These organizations have shown that phygital elements can significantly enhance the fan experience, offering new ways of engagement that extend beyond mere viewership to active participation. The strategic inclusion of phygital evidence in sports marketing leverages cutting-edge technology to create memorable experiences, while serving as a testament to the organization’s commitment to innovation and excellence in fan engagement. As technology continues to evolve, the possibilities for phygital integration will expand, offering even more opportunities for sports organizations to redefine the fan experience in the digital age.

Process Management

A sports organization’s entry into the metaverse necessitates a thoughtful approach to process management within the marketing mix. This venture extends the core product of live game experiences into virtual realms, allowing fans to attend games virtually from anywhere in the world. This expansion of the product into virtual stadiums prompts a reimagining of the game and its ancillary experiences, enriching and making them more accessible. An exploration is therefore needed on how organizations should consider the four types of processes, which include people processing, possession processing, mental stimulus processing, and information processing (Lovelock et al., 2017), in the context of spectator sports and the metaverse, drawing connections to previous sections for a cohesive narrative.

People Processing

People processing in the metaverse encompasses a comprehensive approach to engaging fans in a virtual yet real manner. This approach diverges from traditional physical interactions, focusing on creating a digitally immersive fan experience that maintains the essence and excitement of attending a live game. Considering physical evidence and its adaptation to the phygital reality, people processing in the metaverse extends these concepts into the realm of virtual fan engagement, where the boundaries of the physical and digital worlds blur (Yüce et al., 2021).

For sports organizations, people processing could manifest through innovative strategies aimed at enriching the fan experience. One example is the introduction of virtual arenas that replicate the exhilarating atmosphere of a physical arena or stadium, allowing fans to navigate the space, while potentially interact with other fans or possibly watch live games in real-time, all from the comfort of their homes. Various spectator sports organizations have started offering such tours, albeit mostly with limited interaction possibilities, including State Farm Stadium, home of the NFL’s Arizona Cardinals (State Farm Stadium, 2024), Juventus FC’s Allianz Stadium (Juventus, 2024), and Celtic FC’s Celtic Park (Celtic FC Virtual Venue, 2024). Ideally, this virtual replication offers tangible actions in a digital format, enabling fans to feel physically present through a point-of-view perspective (POV) or their avatars with real-time interactive fan engagement activities, such as virtual meet-and-greets with players and management, utilizing platforms like VR chat rooms or AR experiences (Mereu, 2023). These sessions could offer fans unique insights into the team’s strategies, player preparations, and behind-the-scenes content, making the virtual game experience more intimate and engaging. Another aspect of “people processing” involves virtual merchandise stores within the metaverse, where fans can purchase and customize their avatars with team jerseys and other gear (Chohan & Schmidt-Devlin, 2023). This allows fans to showcase their loyalty and support for the team in the virtual world and adds a layer of personal interaction with the brand, enhancing the overall fan experience. Additionally, organizations could implement interactive game-day experiences, such as virtual tailgate parties or fan zones, where fans can gather before games to discuss team strategies, share predictions, and socialize. These virtual spaces would serve as digital extensions of the physical game-day rituals, fostering a sense of community and belonging among fans (Glebova et al., 2023).

Possession Processing

In the metaverse, possession processing evolves, offering fans innovative ways to interact with the team’s merchandise and digital assets (Baker et al., 2022; Chen et al., 2024). This approach redefines fan memorabilia and enriches the fan experience in the virtual realm. A sports organization’s venture into the metaverse includes virtual stores where fans can buy and personalize digital merchandise like jerseys and hats for their avatars (Demir et al., 2023). This allows for a unique expression of fan loyalty, with options to customize gear with names, numbers, and special event commemorations, including game-day NFTs. The organization can create digital collectibles, such as NFTs capturing iconic team moments or exclusive player interactions. These NFTs introduce collectability and rarity, enhancing fans’ digital collections and connecting them more deeply with the team’s legacy; offering digital upgrades in the metaverse, such as VIP access to games with exclusive viewing options or interactive stats, could add further value by potentially creating a more engaging and personalized fan experience (Baker et al., 2022; Gursoy et al., 2023). A further example is to implement a loyalty program within the metaverse, possibly linked to an NFT; fans could earn rewards for engaging with the team, redeemable for exclusive content or discounts, encouraging ongoing interaction and deepening team loyalty (Glebova & Mihail’Ova, 2023).

By integrating these elements into their metaverse strategy, organizations can enhance how fans engage with and value their team affiliations in the digital world. Digital merchandising, NFTs, personalized fan experiences, and loyalty programs can enrich the fan experience, while setting a new benchmark for digital engagement in professional sports. This innovative approach to possession processing in the metaverse demonstrates a brand’s commitment to leveraging digital platforms to foster a deeper, more meaningful connection with their fan base.

Mental Stimulus Processing

Mental stimulus processing becomes an essential aspect of enhancing the fan experience through intangible actions aimed at stimulating the minds of fans (Lovelock et al., 2017). This approach involves creating immersive, engaging content that transcends the traditional boundaries of spectatorship, inviting fans into a richly interactive and emotionally resonant digital realm.

Sports organizations could deploy VR simulations that place fans in the heart of the game, allowing them to experience the thrill of a live match from the perspective of their favorite players. These simulations could include realistic game sounds, player interactions, and even the physical sensations of being on the ice, achieved through advanced VR technology. By providing such an immersive experience, fans are not just observers but participants in the action, engaging their minds on a profound level (Kotler et al., 2023). The organization could further offer educational content within the metaverse, such as historical retrospectives of the team’s greatest moments, player career highlights, and tactical analyses of games. This content entertains and informs, stimulating fans’ minds and deepening their understanding and appreciation of the sport and the team (Schmitt, 1999; Pine & Gilmore, 2020). Interactive fan forums and strategy sessions with coaches and players could further engage the mental faculties of fans, allowing them to discuss team tactics, game strategies, and player performance in real-time (Lawrence & Crawford, 2024). These sessions could provide a platform for knowledge exchange and community building, enriching the mental stimulus processing experience. AR experiences could also be utilized to enhance physical merchandise, such as jerseys and memorabilia, with digital overlays that provide additional content when viewed through a smartphone or AR glasses; this blend of physical and digital adds a layer of interactivity and engagement, stimulating fans’ curiosity and enthusiasm (Mereu, 2023).

Information Processing

Information processing plays a crucial role in enhancing fan experiences and managing digital assets effectively, involving operations such as data processing, billing, consulting, and communicating crucial information to fans, ensuring clarity and reducing uncertainty in digital transactions (Lovelock et al., 2017).

For sports organizations, this means implementing a clear and user-friendly digital ticketing system for virtual game attendance and providing fans with easy access to virtual stadiums and events. Transparent billing processes for virtual merchandise purchases or exclusive digital content access are essential, ensuring fans understand costs, payment methods, and billing cycles, thereby building trust and loyalty (Kotler et al., 2023). Moreover, organizations can utilize advanced data analytics to personalize fan experiences. By processing information on fan preferences and behaviors within the metaverse, they can tailor content, recommend events, and even adjust game strategies to enhance fan engagement (Chaffey & Smith, 2017). This could include personalized game highlights, virtual meet-and-greet suggestions, or customized merchandise offerings. Information processing also extends to educational content, such as tutorials on navigating the metaverse, engaging with virtual events, or utilizing digital collectibles like NFTs. Providing clear, accessible information on how to maximize their metaverse experience can significantly enhance fan satisfaction and deepen their connection to the team (Ryan, 2020; Chohan & Schmidt-Devlin, 2023). Additionally, consulting services through AI chatbots, possibly in the form of an avatar, or live support can assist fans with any inquiries or issues they encounter within the metaverse, ensuring a seamless and enjoyable experience. This direct interaction resolves potential frustrations and gathers valuable feedback for continuous improvement of the metaverse platform.

Venturing into the metaverse with a nuanced approach to process management involves understanding and innovating across people processing, possession processing, mental stimulus processing, and information processing. By creating immersive, interactive experiences, adding value to digital and physical possessions, stimulating fans’ minds with engaging content, and managing information flow transparently, organizations can enrich the fan experience in the virtual realm. This strategic approach can leverage the metaverse’s potential to expand the live game experience and reinforces brand equity and deepens fan engagement in an increasingly digital world.

Personalization

Various sources have described the eighth component of the marketing mix using different terms, such as performance (Kotler & Keller, 2012), productivity and quality (Lovelock et al., 2017), and personalization (Goldsmith, 1999). According to Kotler & Keller (2012), performance encompasses a wide range of outcomes with both financial and broader implications, highlighting its significance in the broader scope of a company’s activities. Lovelock et al. (2017) explain productivity as the transformation of inputs into valuable outputs for customers, and quality as satisfying customer needs and differentiating products from competitors to foster loyalty. Goldsmith (1999) emphasizes the critical nature of personalization in marketing, suggesting it should guide further marketing decisions to provide unique products to consumers. Projecting a synthesis of these notions to a spectator sports brand’s metaverse experience with emphasis on personalization, it implies creating deeply customized virtual experiences within expanded game environments, such as tailored avatars, interactive features, and immersive VR stadiums, to enhance fan engagement and loyalty by providing a reimagined, richer, and more accessible live game experience in a digital, interactive space. At the same time, it increases perceived quality and brand performance as users co-create the experience (Ramaswamy, 2008). 

In a virtual environment, Kotler et al. (2021) suggest to provide personalization at three levels: Personalization at the informative level involves customized virtual marketing and product offerings such as personalized avatars clad in team merchandise, tailored virtual seating options based on user preferences, and exclusive in-game promotions; at the interactive level, it features dynamic, two-way communication channels for real-time engagement like interactive fan zones where users can vote on game-day events, participate in live polls, or enter virtual meet-and-greets with players; and at the immersive level, it deeply integrates fans into the virtual game experience with sensory-rich, virtual reality environments, which could be enhanced by utilizing VR to simulate the sensations of being in the stadium, complete with 360-degree views, the roar of the crowd, and even the feel of weather changes.

The DART Model

For a spectator sports organization’s foray into the metaverse, personalization encompasses the company’s ability to deliver enhanced, engaging virtual experiences that meet or exceed fan expectations. The integration of the co-creation principle and the DART model (Dialogue, Access, Risk-return, Transparency) support the process of achieving this goal, as they facilitate a more personalized and interactive fan experience (Ramaswamy, 2008).

Dialogue in this context refers to the active engagement and two-way communication between the brand (or team) and its fans, as well as among the fans themselves, within the metaverse. This can be implemented through live chat features during virtual games, forums for fan discussions, and real-time feedback mechanisms that allow fans to share their experiences and suggestions for improvements; the franchise could also host virtual meet-and-greets with players, Q&A sessions, and pre- or post-game shows in the metaverse, enabling fans to contribute to the game day narrative and feel a deeper connection to the team (Mereu, 2023).

Access denotes the ease with which fans can engage with the organization’s metaverse offerings. This includes user-friendly interfaces, compatibility across various devices and VR platforms, and seamless integration of ticketing for virtual attendance (Glebova et al., 2023; Ramadan, 2023). To optimize access, organizations could offer virtual reality tutorials for newcomers, ensuring that fans of all technological proficiencies can navigate the virtual environment. Additionally, providing different levels of virtual engagement—from simple spectatorship to interactive experiences like choosing camera angles or participating in virtual chants—ensures all fans can find a mode of engagement that suits their preferences.

Risk-return in the metaverse experience revolves around minimizing the risk of fan dissatisfaction through personalized experiences that they help create, thereby enhancing the perceived value of the product (Hadi et al., 2024). Organizations can implement this by allowing fans to customize their avatars, select specific in-game experiences (e.g., sitting in a virtual VIP section or behind-the-bench views), and participate in decision-making processes for certain in-game entertainment or future metaverse features. This reduces the fans’ perceived risk of a subpar experience and enhances the franchise’s return through increased engagement and loyalty.

Transparency involves clear communication about the development process, capabilities, and limitations of the metaverse experience (Mereu, 2023). Organizations should be open about what fans can expect from their virtual offerings, including upcoming features, potential issues and their resolutions, and how fan feedback is being incorporated into the development process. Providing behind-the-scenes looks at how virtual experiences are created and acknowledging the role of fan input in shaping these experiences can strengthen trust and loyalty.

By applying the principles of dialogue, access, risk-return, and transparency, organizations can enhance the productivity and quality of their metaverse experience. This approach can help sports brands exceed fan expectations, while fostering a deeper connection to the team and enhancing fan loyalty.

Conclusion

The exploration of the marketing mix in the metaverse context offers an insightful framework for spectator sports brands aiming to enhance fan engagement in a digital era. This paper delves into the strategic integration of the 8 Ps—product, price, promotion, place, people, process management, phygital evidence, and personalization—to craft immersive and engaging virtual experiences that can redefine the future of sports spectatorship.

The primary offering of live game experiences has expanded into virtual realms, allowing fans to experience spectator sports in virtual stadiums. This reimagining of the product includes various levels of engagement from basic virtual seats to advanced VR experiences that capture the essence of being at a game. A nuanced pricing strategy is essential for balancing economic realities with the innovative nature of the metaverse. Dynamic pricing models and understanding customer surplus are critical to ensuring the financial viability of metaverse experiences while enhancing fan engagement. Effective promotion in the metaverse requires a comprehensive integrated marketing communication (IMC) strategy that spans all fan touch-points. This includes creating awareness, conveying detailed information, and building trust through engaging storytelling and secure, transparent interactions and engagement with different people. The metaverse serves as a novel distribution channel that transcends geographical limitations. Selecting the right platform is crucial, and leveraging both direct-to-consumer (D2C) channels and intermediary organizations can optimize reach and engagement. Engaging both internal and external stakeholders is vital. Internally, training programs for employees ensure they can effectively represent the brand in virtual spaces. Externally, fostering co-creation with fans and building a vibrant community within the metaverse enhances fan loyalty and brand equity. Managing processes in the metaverse involves creating seamless and immersive experiences through people processing, possession processing, mental stimulus processing, and information processing. This ensures that every fan interaction is engaging and value-driven. Integrating physical and digital elements, or “phygital” experiences, enhances fan engagement by offering tangible touch-points that blend the physical and digital worlds. Examples include VR broadcasts and mixed reality experiences that enrich the traditional fan experience. Personalizing the fan experience at various levels—informative, interactive, and immersive—ensures that each fan feels uniquely engaged. Utilizing the DART model supports the creation of personalized and interactive metaverse experiences that foster deeper connections with the brand.

The metaverse offers a transformative platform for spectator sports brands to innovate and enhance fan engagement. By strategically integrating the 8 Ps of the marketing mix, brands can create compelling virtual experiences that replicate and enhance the excitement and community of live sports events. This redefines fan engagement and positions sports brands at the forefront of digital innovation in the sports industry.

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