FC Bayern Munich, the renowned sports club of the Bavarian capital, has had a basketball department for more than 75 years. Since 2014, FC Bayern Basketball is an independent GmbH (FCBB). With the men’s team, the club plays in the Bundesliga and in the top European league, the EuroLeague. The fan base of the team is large. Due to Corona, however, the FCBB supporters were unable to follow the games live on site for many months. In order to maintain the closeness between players, club and fans, the club opted for digital formats. As a result of an innovation workshop with the principal partner Deutsche Telekom, a technology partnership between FCBB and Deutsche Telekom subsidiary T-Systems MMS was established. Their xReality experts subsequently designed and developed an AR app for a 360° fan experience, which strengthens the identification of fans with the club – even when the ranks are now fully occupied again.
Increase bonding between team and fans with virtual tools
Smartphone-App with gamer avatars, 3D- and augmented reality contents as well as gamification
360° Fan-Experience-App, which offers innovative sponsoring spaces and contributes to the attractiveness of the Audi Dome
The markers in the hall can be seen on the app's landscape map. In addition, markers are hidden in the Audi Dome, similar to "Easter Eggs," to arouse the app users' ambition to collect gamification points for a higher level. Other markers can also be placed outside the hall, for example in sponsors' stores, where a player avatar could recommend a shoe.
The app also offers additional features for experiences at home: fans can bring an original basketball basketball basket with a virtual pitch environment into the living room and swipe it in the original backdrop of the Audi Dome basket and score points again.
The app is modular, cross-platform and expandable and can therefore be used for different target groups and clubs.
Basketball has a long tradition at FC Bayern Munich. The division was founded in 1946; on 1st October 2014 it was split into FC Bayern Basketball GmbH. Since the 2011-12 season, the club has been represented in the Bundesliga and since then plays in the “Audi Dome” with a capacity of 6,600 spectators. The German championship was won by FC Bayern Basketball in 1954, 1955, 2014, 2018 and 2019, and the club won the German Cup in 1968, 2018 and 2021. The Munich professional basketball players play in the EuroLeague on the international stage. The FCBB was the first and only German team ever to reach the EuroLeague Playoffs in 2021. The Munich team repeated this success this year, only being eliminated in the decisive fifth match against the renowned FC Barcelona.
The basketball department of FC Bayern Munich also runs several junior teams in the highest levels of the respective age groups, including the U19 in the Junior Basketball-Bundesliga and the U16 in the Youth Basketball-Bundesliga (Federal League).