La Liga, the Spanish first division football league and one of the most prestigious leagues in the world, has entered into a strategic partnership with Stadioplus and Vegas City Limited, two metaverse-related companies, to digitise part of its operations and offer new experiences on Decentraland
, an Ethereum-based metaverse.
With this move, Laliga wants fans from around the world to have new experiences in virtual worlds.
After the Covid-19 pandemic, many sports organisations and leagues around the world began to pay more attention to their strategies involving digital technology as a method of creating new revenue streams.
In that spirit, Laliga, the league where world star Messi, among others, grew up, announced that it was entering the metaverse.
New activities and experiences
The strategic partnership with Decentraland will allow LaLiga to present new activities and experiences to fans.
For this project, LaLiga will enlist the help of Stadioplus, a team that connects the sports world with Web3 and the metaverse, and Vegas City Limited, another company that specialises in creating experiences for the metaverse and virtual worlds.
With this move, Laliga hopes to reach a new and younger audience that is more connected to these worlds through virtual experiences.
The new experiences will be offered in Vegas City, an area of Decentraland that offers sports, gaming and entertainment-based experiences.
Speaking about the partnership, Stephen Ibbotson, head of franchises and licensing at Laliga, said:
"For LaLiga, it is important to keep innovating in the ways we offer our organisation, both on and off the pitch. This deal will allow us to reach new audiences like Decentraland."
On the importance of integrating sports into the metaverse, Agus Ferreira, CEO of Decentraland Foundation, said:
"We believe Esports is a great opportunity to showcase the potential of Web3 and decentralisation. That is why we are happy to work with Stadioplus to integrate LaLiga into Decentraland, to bring this league, which has hundreds of millions of viewers around the world, to the metaverse.