The future of in-stadium sports sponsorships: augmented reality. Here is the why and how they do it. “Now that we’ve seen the success and the earned media that it’s drawn, we definitely feel that there’s a lot of opportunities beyond what we had originally intended. … It’s safe to say that it’s generated strong interest from sponsorships.” Activations of this kind require a six-figure investment. But one week in, the effort is already paying dividends. As the technology expands, the sky is the limit. From a racing track around the stadium to a giant raven.