Impact of Augmented Reality (AR) and Virtual Reality (VR) On Cricket Stadium Attendance in The Pakistan Super League (PSL) A Study in the Pakistani Sports and Technology Context

Authors

  • Neha Tariq Department of Sport Sciences and Physical Education, University of the Punjab, Lahore
  • Muhammad Abdul Jabar Adnan* Department of Sport Sciences and Physical Education, University of the Punjab, Lahore
  • Nabila Raza Higher Education Department, Government of the Punjab, Lahore
  • Maryam Imtiaz Department of Sport Sciences and Physical Education, University of the Punjab, Lahore
  • Ahmad Raza Department of Sport Sciences and Physical Education, University of the Punjab, Lahore
  • Muhammad Tahir Latif Higher Education Department, Government of the Punjab, Lahore
  • Hafiza Mustabshara Irfan Department of Sport Sciences and Physical Education, University of the Punjab, Lahore

Abstract

The Pakistan Super League (PSL) has grown into the most commercially significant cricket property in Pakistan, drawing hundreds of thousands of spectators to venues such as the Gaddafi Stadium (Lahore), the National Stadium (Karachi), the Rawalpindi Cricket Stadium and the Multan Cricket Stadium since its inception in 2016. As global sports leagues increasingly deploy Augmented Reality (AR) and Virtual Reality (VR) to enrich the in-stadium and remote fan experience, Pakistani cricket administrators face a strategic question: can AR/VR investment meaningfully increase live stadium attendance in a market defined by price sensitivity, security concerns, limited digital infrastructure and a young, mobile-first fan base? This article develops a conceptual and methodological framework - grounded in the Technology Acceptance Model (TAM) and the Experience Economy perspective - to examine the relationship between AR/VR exposure and attendance intention among PSL spectators. A quantitative, cross-sectional survey design covering four major PSL venues is proposed and demonstrated using an illustrative dataset (n = 420). The illustrative analysis indicates that AR usage, VR usage, perceived enjoyment, perceived ease of use and match importance are positively associated with attendance intention, while ticket price shows a negative association, with AR usage emerging as the strongest single predictor. The article concludes with practical recommendations for the Pakistan Cricket Board (PCB), PSL franchises, stadium operators and telecom/technology partners, and outlines a roadmap for future empirical work using the framework presented here.

Keywords: Augmented Reality (AR); Virtual Reality (VR); Pakistan Super League (PSL); Stadium Attendance; Fan Experience; Technology Acceptance Model; Sports Marketing Pakistan; Smart Stadiums

https://doi.org/10.5281/zenodo.21699757

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Published

2026-03-31

How to Cite

Neha Tariq, Muhammad Abdul Jabar Adnan*, Nabila Raza, Maryam Imtiaz, Ahmad Raza, Muhammad Tahir Latif, & Hafiza Mustabshara Irfan. (2026). Impact of Augmented Reality (AR) and Virtual Reality (VR) On Cricket Stadium Attendance in The Pakistan Super League (PSL) A Study in the Pakistani Sports and Technology Context. `, 5(01), 4734–4746. Retrieved from https://assajournal.com/index.php/36/article/view/2030

Issue

Vol. 5 No. 01 (2026): Advance Social Science Archive Journal

Section

Articles

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