Virtual reality experiences and brand engagement

Minnesota Vikings New Stadium Includes High-Tech Fan Experience with Virtual Reality Activities

Check out the article here.

Do you think virtual reality experiences will increase a fan’s passion or identification with the Vikings?
How does actively engaging with a brand affect the consumer? What’s the difference between active engagement versus passively watching an advertisement on TV?
“The Voyage will bring fans together, allowing them to engage with their family and friends while celebrating Vikings history.” How does this social influence affect the brand adoption process for fans of the team?
How do stadium title sponsorships like this activate the brand in the mind of the fan? How will it affect brand knowledge, regard, differentiation, relevance and trust?