Stagwell’s ARound, the augmented reality entertainment platform for sports venues, has added another league to its client roster—Major League Soccer.  

The company said today that it has launched ARound at Allianz Field, home to the league’s Minnesota United FC in a sponsorship partnership with Target.  

Starting August 24 and continuing throughout the season, ARound will bring to life an experience called "Loons Liftoff," which allows fans, using their phones, to hit targets and collect points as they work as a community to summon “The Dethloon,” a nod to Minnesota United’s fan culture and mascot. Participants can also scan a QR code for a chance to win a Target gift card.  

Evan Entler, Vice President of Digital Media at Minnesota United. "We’re excited to see how fans react to this unique blend of tradition and cutting-edge technology."  

The deal with Minnesota United follows earlier arrangements with MLB’s Minnesota Twins, NBA’s Cleveland Cavaliers and NFL’s Los Angeles Rams.   

According to Stagwell, the platform is resonating with fans, with users interacting for an average of over 15 minutes per game.