Liverpool partners with Meta to sell branded sportswear in Metaverse
English premier league side Liverpool Football Club have partnered with Meta to create a digital clothing line for fans to buy their digital avatars in the metaverse. The Merseyside is the first European soccer club to strike such a deal with social media giant Meta.
The digital apparel collection in the Meta ‘Avatars Store’ includes Liverpool’s home and away kits, alongside other club-branded sportswear. The e-commerce store is accessible via Meta-owned Facebook, Messenger and Instagram.
“This is another fantastic opportunity for our global fanbase to digitally engage with Liverpool football club and create their own individual club-coloured avatars,” said Drew Crisp, senior vice president for digital at Liverpool.
“We have more than 70 million global supporters following our Facebook and Instagram channels, and we’re really looking forward to seeing many of those avatars change and don our iconic kit or lifestyle apparel.”
Meta’s Northern European director of media partnerships added, “We’re thrilled that Liverpool fans can now use our Avatars to express their digital identity through the iconic colours and logo of their favourite club.”
“We’re also excited to help Liverpool begin to tap into the new metaverse economy, with digital apparel revenue that will be incremental to the apparel sales the club generates in the physical world.”
A virtual reality (VR) version of the platform will also be rolled out later this year for use with Meta’s Quest headsets.
