体育观众需要三样东西:友情、认同和接近的机会。友情来自与其他粉丝的互动,这种互动又带来认同感,而接近的机会,意味着能够与球队、队员更加接近。在数字化的世界里,体育迷的这些需求,都能得到满足。“几年前,我们的体育赞助还主要是在比赛时间里,到观众家里给他们送啤酒和派,现在,我们体育赞助变成了虚拟现实技术,给粉丝带来与队员互动的机会。”英国电信运营商O2体育 Sports spectators need three things: friendship, approval and access. Friendship comes from interacting with other fans, and this interaction brings a sense of identity, and close opportunities mean closer to the team and players. In the digital world, these needs of sports fans can be met. “A few years ago, our sports sponsorship was mainly to send beer and drinks to audiences during the competition time. Now our sports sponsorship has become a virtual reality technology that gives fans the opportunity to interact with team members.” "British telecom operator O2 Sports