Boosted by sports interest and AI, Stagwell expands AR platform with first MLS partnership

Stagwell’s augmented reality company ARound inked its first partnership with Major League Soccer, as artificial intelligence and sports growth fuel opportunities across games and live events.

In partnership with Target, ARound on Aug. 24 launched an expansion of its stadium platform to add Minnesota United FC at Allianz Field. With this launch, fans can interact with digital content, layering another element of entertainment and engagement during the game. It marks a continuation of ARound adding partners across different sports and leagues, having previously launched its AR app with Major League Baseball’s Minnesota Twins and Kansas City Royals, the National Basketball Association’s Cleveland Cavaliers, and the National Football League’s Los Angeles Rams.

On the heels of its previous collaborations, ARound is focused on making its platform more accessible via web and broadcast, while continuing to turn fans from “spectators into participants” of the game, explained Josh Beatty, founder and CEO of ARound.

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