Laliga, Spain’s first division football league and one of the most prestigeous leagues of the world has entered into a strategic partnership with Stadioplus and Vegas City Limited, two metaverse-related companies, to digitize part of its operations to offer new experiences on Decentraland, an Ethereum-based metaverse.
With this move, Laliga aims to bring fans from around the world to new experiences in virtual worlds.
After the Covid-19 pandemic, many sports organizations and leagues around the world started to pay more attention to their strategies regarding digital technology as a method to unlock new revenue streams.
In this vein, Laliga, which is one of the most popular leagues in the world, announced its entry into 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 leverage the help of Stadioplus, a team dedicated to connecting the sports world with Web3 and the metaverse, as well as Vegas City Limited, another company specializing in creating experiences for the metaverse and virtual worlds.
With this move, Laliga hopes to reach new and younger audiences who are more connected to these worlds through virtual experiences.
The new experiences will be offered in Vegas City, an area of Decentraland that hosts sports, gaming and entertainment-based experiences.
Commenting on the partnership, Stephen Ibbotson, head of franchises and licensing at Laliga, said:
“FOR LALIGA IT IS IMPORTANT THAT WE CONTINUE TO INNOVATE IN THE WAYS WE OFFER OUR ORGANISATION TO FANS, BOTH ON AND OFF THE PITCH. THIS AGREEMENT WILL ALLOW US TO REACH A NEW AUDIENCE, SUCH AS THAT OF DECENTRALAND.”– Stephen Ibbotson, Head of franchises and licensing at Laliga
On the importance of integrating sport into the metaverse, Agus Ferreira, CEO of the Decentraland Foundation, said:
“WE BELIEVE THAT ESPORTS IS A GREAT OPPORTUNITY TO SHOW THE POTENTIAL OF WEB3 AND DECENTRALIZATION. THAT’S 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.”– Agus Ferreira, CEO of the Decentraland Foundation