Premier League: Liverpool partners with Meta to launch merchandise

Premier League club Liverpool on Friday announced a partnership with metaverse giant Meta to launch a collection of virtual apparel for Meta digital avatars. Liverpool fans can purchase virtual merchandise from the Meta Avatars store on Facebook, Messenger and Instagram.

Liverpool and Meta announce merchandise for avatars

In an official announcement on October 14, Liverpool FC said it has become the first Premier League club to launch its virtual merchandise in the Meta Avatars Store. Fans can personalize their digital avatars with Liverpool’s home and away shirts, as well as the LFC label’s lifestyle collection.

Drew Crisp, Liverpool’s digital manager, said:

“We are delighted to be the first Premier League club to have our own Meta avatars. This is a fantastic new opportunity for our fans to engage digitally with Liverpool and create their own avatars in the club’s colors.”

The virtual apparel collection is available to purchase in the Meta Avatars Store on Facebook, Messenger and Instagram from today. The Meta Avatars Store is currently available in the United States, Canada, Mexico and Thailand, Spain, Italy and the United Kingdom.

Incidentally, LFC merchandise will be available in virtual reality this year. Meta believes this will help Liverpool open up a new revenue stream for the club as metaverse adoption grows. Metaverse giant Meta launched the Meta Avatars Store on June 20 this year.

Jerry Newman, Meta’s director of media partnerships for Northern Europe, said:

“We are delighted that Liverpool fans can now use our avatars to express their digital identity through the iconic colors and logo of their favorite club.”

The metaverse is the future

The metaverse space is expanding as major corporations, celebrities, game publishers and sports clubs enter the virtual world. Connected to the crypto-currency, NFT and Web3 markets, the metaverse is seeing major adoption in gaming and sports.

Sports clubs such as Arsenal and Liverpool have entered the NFT and metaverse space to drive fan engagement and increase revenue. At the same time, game developers and publishers are paying close attention to it. Recently, PUBG creator Brendan Greene announced the introduction of NFT, metaverse and blockchain features in the highly anticipated game Artemis.