Premier League launches AR competition ahead of pre-season US tour

  • Wednesday, July 5th, 2023
  • Author: Tim Green
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Football fans across five US cities are being invited to find the Premier League Trophy in a gamified AR experience.

They can look for trophies on their phones by searching a navigation map on the experience landing page at Its a bit like the whole Pokeomon thing. Every fan that finds a trophy has the chance to win prizes.

The campaign has been conceived to promote the Premier League Summer Series matches, which takes place from July 22-30. It features six Premier League clubs – Aston Villa, Brentford, Brighton & Hove Albion, Chelsea, Fulham and Newcastle United – and takes place in Philadelphia, Atlanta, Orlando, New Jersey and Maryland.

It is the Premier League’s first gamified AR campaign and has been developed in collaboration with Doppelgänger, a strategic and creative metaverse consultancy.

Alexandra Willis, Director of Digital Media and Audience Development at the Premier League, said: “We have hugely enjoyed working with Doppelgänger to create this Augmented Reality mobile experience to extend this landmark moment beyond the stadium. We hope to enable even more people to celebrate with us across the USA this summer, and at the same time, learn about how fans want to engage with and interact with this innovative technology.”