Stagwell’s augmented reality offering ARound and the Los Angeles Rams have signed Princess Cruises and Uber Eats as sponsors to an upgraded AR experience this season at the Ram’s SoFi Stadium.  

The ARound service started as an app-based in-stadium mobile experience. The enhancements enable the AR offering to be integrated into the stadium’s massive Infinity Screen, said to be largest video screen ever installed in a sports stadium or arena.   

The 70,000 square-foot oval-shaped dual-sided 4K LED screen, made by Samsung, measures 120 feet long and hangs more than 100 feet above the playing field.   

ARound's camera integration allows AR effects to be broadcast on the Infinity Screen, blending live game moments with dynamic AR content.   

Complementing the broadcast, ARound's mobile browser-based platform allows fans to localize AR interactions.  

Josh Beatty, Founder and CEO of ARound, said, "Whether fans engage on the Infinity Screen or through their phones, we're creating a fully synchronized AR experience that amplifies fan engagement like never before."  

Princess Cruises has dubbed its activation “Touchdown Treasure.” It transforms the stadium into destinations like Alaska and Mexico visited by Princess Cruises' Love Boats with Rams players racing through these locations as fans cheer them on.  

Uber Eats' new activation allows fans to unlock offers such as in-game food and beverage deals which are instantly redeemable at stadium concessions.   

The activations kicked off last month.