As represented by marketing using Jack Ma's Pyeongchang Olympics, sports marketing is being developed under carefully prepared business strategies. As the value of services provided by enterprises moves from goods to koto, how will you draw a scenario to communicate with consumers through sports, which is typical of consumption? While referring to findings obtained from the latest large-scale sports event, we will press on new measures in the near future through digital realism.（text by Koji Ishii）