Manchester City and Etihad Airways have introduced a new digital attraction that blends sport, travel, and technology into one seamless experience. Their latest augmented reality (AR) feature gives fans a high-speed virtual race through the Yas Marina Circuit, capturing the excitement leading up to the Etihad Airways Abu Dhabi Grand Prix. It elevates traditional fan engagement by combining football action, travel storytelling, and interactive technology in one dynamic campaign.
A New Era of AR Fan Engagement
The new “Lights Out” AR experience delivers a bold step forward for both the club and the airline. Fans can watch Manchester City players Erling Haaland, Rayan Aït-Nouri, and Nico O’Reilly take on a virtual version of the Yas Marina Circuit. The players appear through advanced AR, supported by real player-tracking data that mirrors their movements on the pitch.
The race unfolds through a detailed digital recreation of the iconic Formula 1 track. Every turn and straight brings fans closer to the action, creating an immediate sense of excitement. Haaland performs his well-known robot celebration mid-race, while Aït-Nouri speeds through international settings inspired by Etihad’s newest destinations. These additions give fans a playful way to experience both football and travel in a fresh, interactive style.
Highlighting Etihad Airways’ Global Travel Network
The campaign also showcases Etihad Airways’ growing list of destinations. New and emerging routes to Krabi, Hanoi, and Sumatra appear as vibrant scenes throughout the virtual race. Fans can experience Hanoi’s famous Train Street or the lush landscapes of Southeast Asia as part of the journey.
This clever fusion of travel and sport strengthens Etihad’s global identity. It positions the airline not only as a carrier but as a gateway to cultural exploration. With Abu Dhabi as its hub, Etihad continues to expand routes across Asia, Europe, and the Middle East, supporting the UAE’s goal of boosting tourism and global connectivity.
Manchester City’s Ongoing Digital Innovation
Manchester City’s rise in football has been matched by its commitment to creating world-class digital experiences. The club’s Etihad Campus in Manchester is one of the most advanced sports environments in Europe. With a stadium capacity of over 53,000 and a state-of-the-art football academy, the campus reflects the club’s focus on performance, community, and technology.
The club has invested heavily in immersive fan experiences. Past digital campaigns have introduced match-day innovations, behind-the-scenes content, and interactive storytelling. “Lights Out” builds on this momentum by offering a global experience accessible to fans anywhere in the world.
The initiative follows the success of the earlier “Beyond Borders” campaign, which used digital tools to showcase Manchester City’s worldwide fanbase. This new AR feature goes further by letting fans step virtually into a world shaped by both football energy and international travel.
Strengthening the Sports–Tourism Connection
Sports tourism continues to grow worldwide, with events like the Abu Dhabi Grand Prix drawing international travellers each year. This AR experience connects that global audience to Manchester City’s brand and Etihad’s travel network in a seamless way.
Abu Dhabi’s tourism sector has focused on creating year-round attractions, from major sporting events to cultural landmarks such as Louvre Abu Dhabi and Qasr Al Hosn. The partnership between Etihad and Manchester City supports this broader vision. It positions Abu Dhabi as a destination where modern technology, sport, and global hospitality intersect.
An Immersive Journey Through Football and Travel
With “Lights Out,” fans can enjoy a digital journey that blends fast-paced racing, football highlights, and world travel. The AR race not only shows iconic scenes from Manchester City’s season but also sparks curiosity about Etihad’s destinations.
Every moment is designed to pull fans deeper into the experience. The quick transitions, player animations, and international environments make the virtual race feel vivid and energetic. It reflects how modern sports audiences consume content—through interactive, visual, and mobile-friendly platforms.
Commitment to Global Community and Sustainability
Both Manchester City and Etihad Airways have strong commitments to sustainability and global community initiatives. The football club continues to promote equality, diversity, and inclusion across all areas of its operations. Etihad has also invested in sustainable aviation programmes aimed at reducing carbon emissions and improving operational efficiency.
By pairing an environmentally conscious airline with a globally recognised football club, this AR campaign highlights a shared commitment to responsible tourism and community engagement.
A Blueprint for Future Fan Experiences
The “Lights Out” AR experience sets a new benchmark for sports and travel marketing. It brings together world-class athletes, digital storytelling, and international tourism in a way that feels modern and engaging. Fans get a taste of the Abu Dhabi Grand Prix atmosphere while exploring new global destinations through immersive visuals.
As sports teams and airlines look for new ways to connect with global audiences, this initiative stands out as a model for how technology can reshape fan engagement. With the Abu Dhabi Grand Prix approaching, this campaign offers fans one of the most interactive pre-race experiences ever created.
For more travel news like this, keep reading Global Travel Wire
