UO doing research on sports and the Metaverse by: Trevor Denton. Imagine attending a sporting event without sitting through traffic or standing in long lines for concessions. There'd be no risk of another fan spilling their drink on you and you might even get to sit next to a virtual version of your favorite celebrity. Researchers at the UO’s Lundquist College of Business think this future isn’t far away at all. In a paper titled, "Sports Fandom in the Metaverse," the school's executive director of sports product management--Ellen Schmidt-Devlin, and Dr. Raeesah Chohan came up with a few ways brands could use these new......See More