Laliga, the Spanish premier league football organization, has entered into a strategic partnership with Stadioplus and Vegas City Limited, two metaverse-related companies, to digitize part of its business to offer new experiences in Decentraland, a metaverse based on Ethereum. With this move, Laliga aims to bring new fans around the world to new experiences in virtual worlds.
Spanish LaLiga prepares the entrance to the metaverse
After the Covid-19 pandemic, many sports organizations and leagues around the world have started paying more attention to their digital strategies as a way to open up new revenue streams. Laliga, the Spanish top division football organization and one of the most renowned leagues in Europe, recently announced its entry into the metaverse.
The company has established a strategic partnership that will allow it to showcase activities and experiences in Decentraland, one of the first Ethereum-based metaverse platforms. For this task, the company will rely on the help of Stadioplus, a group dedicated to connecting the world of sports to Web3 and the metaverse, as well as Vegas City Limited, another company specialized in creating experiences for the metaverse and virtual worlds.
With this move, LaLiga hopes to reach new and younger audiences, more connected to these worlds through virtual experiences. The new experiences will be offered across a set of plots in Vegas City, a region of Decentraland that is home to sports, gaming, and entertainment-based experiences.
Commenting on the partnership, Stephen Ibbotson, Head of Franchising and Licensing at Laliga, said:
For LaLiga, it is essential to continue to innovate in order to offer the best of the competition to our supporters, 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 integrating sports into the metaverse, Agus Ferreira, CEO of the Decentraland Foundation, said:
We believe that esports is a great opportunity to show the possibilities of web3 and decentralization. That’s why we’re excited to be working with Stadioplus on LaLiga’s inclusion in Decentraland, to bring the competition, which boasts hundreds of millions of fans across the globe, to the metaverse.
Spanish Football Teams and the Metaverse
Other Spanish teams also presented 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 business in March. Socios.com, a fan token company that had already partnered with the club before the launch of their fan token, invested $100 million in Barca Studios in August.
Additionally, FC Real Madrid, another team that is part of LaLiga, has filed a series of trademark applications to protect its intellectual property for activities in the metaverse.
What do you think of LaLiga’s latest metaverse-related partnership? Tell us in the comments section below.
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