This thesis explores how interactive technologies can be leveraged to increase user engagement in the FIA World Rally Championship (WRC) online platform. Through a comparative analysis of WRC and eSports broadcasting, the study examines the potential of interactive innovations in enhancing fan experience. Using ethnographic methods and user experience evaluations, the research identifies key fan needs and preferences, leading to the development of speculative low-, mid-, and high-cost solutions for interactive broadcasts. Prototypes are created and refined based on user feedback, focusing on features like on-demand camera angles, customizable interfaces, and live data overlays. The findings suggest that while advanced technologies offer significant engagement potential, their implementation must balance cost, accessibility, and user demands. This work provides a roadmap for integrating interactive media into sports broadcasting, aiming to enrich the WRC viewing experience and attract a broader audience.