FC Barcelona and Real Madrid have already started on their metaverse plans, now La Liga is making the Web3 move as well
La Liga, the Spanish football top division, has signed a strategic partnership agreement with StadioPlus and Vegas City Limited, two metaverse-related companies. With the partnership, La Liga plans to digitize part of its activities to offer new experiences in Decentraland, an Ethereum-based metaverse. La Liga aims to bring new fans from all over the globe to new experiences in virtual worlds.
La Liga, StadioPlus and the Decentraland Metaverse
After the Covid-19 pandemic, many sports organizations and leagues around the world have started to pay more attention to their digital strategies as a way of opening new revenue streams. With that in mind, some football clubs such as Real Sociedad, Udinese Calcio and Benfica have partnered with Chiliz to launch their club Fan Tokens. La Liga, one of the most renowned leagues in Europe, recently announced its entrance into the metaverse.
The company established a strategic partnership that will allow it to feature activities and experiences in Decentraland. For this task, the company will leverage the knowledge of StadioPlus, a group dedicated to linking the world of sports with Web3 and the metaverse, and also Vegas City Limited, another company that specializes in creating experiences for metaverse and virtual worlds.
La Liga hopes to reach New Fans in the Vegas City Gaming District
With this move, La Liga hopes to reach new and younger audiences that are more linked to these worlds through virtual experiences. The new experiences will be offered in a set of parcels in Vegas City, a district of the Decentraland metaverse that houses sports, gaming and entertainment based experiences.
About the partnership, Stephen Ibbotson, head of franchises and licensing at La Liga, stated:
For LaLiga it is essential to continue innovating in the ways of offering the best of the competition to our fans, both on and off the pitch. This license agreement will allow us to reach a new and relevant audience, such as Decentraland.
On the importance of the integration of sports into the metaverse, Agus Ferreira, CEO of the Decentraland Foundation, stated:
We believe that esports is an amazing opportunity to show the possibilities of web3 and decentralization. That is why we are delighted to work with StadioPlus on the inclusion of LaLiga in Decentraland, to bring the competition, which has hundreds of millions of fans around the world, to the metaverse.
La Liga Football Clubs and the Metaverse
Other Spanish teams have also started different metaverse initiatives. FC Barcelona, one of the biggest teams in the league, launched Barca Studios, an entertainment-based division to centralize the development of its metaverse activities in March.
Socios.com, a Fan Token company that had already partnered with the club before to launch its $BAR fan token, invested $100 million in Barca Studios in August. Later in August, Orpheus Media also invested in Barca Studios and it was announced that Barca Studios would be renamed Barca Digital Entertainment (BDE).
Additionally, Real Madrid, another La Liga team, filed a series of trademark applications last month to protect their IP for activities in the metaverse.
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