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The Spanish football league LaLiga partners with American blockchain company VegasCity Limited for a joint project in the world’s leading metaverse, Decentraland. StadioPlus, Spain’s company that connects the sports industry with Web3, is also a part of the partnership.
The project will bring younger generations closer to football through interactive experiences ahead of the World Cup in Qatar in 2022.
The licensing agreement confirms the use of LaLiga’s intellectual and industrial property rights in Decentraland. This results in LaLiga-themed land parcels in the Vegas City district, which owns the metaverse’s largest sports, gaming, and entertainment areas.
Vegas City Limited focuses on creating metaverse experiences. The CEO of Vegas City Limited, James Ashton, commented that the company is “tapping into Decentraland’s capabilities to deliver high-value, Web3-enabled content.”
“StadioPlus is on a mission to be the bridge between the sports industry and the future,” said Jon Fatelevich, the CEO and co-founder of StadioPlus. “Therefore, we are delighted to have reached this agreement with LaLiga, with whom we have been working together for many months on the development and integration of the competition in Decentraland, and we are confident that we will provide a great experience for football fans and Web3 fans alike.”
Stephen Ibbotson, head of franchises and licensing at LaLiga, mentioned that the football league is seeking innovations to offer the best experiences to fans on and off the pitch.
“This licensing agreement will allow us to reach a new and significant audience, like that of Decentraland,”Ibbotson added.
In May, LaLiga signed a two-and-a-half-year partnership deal with the South Korean sports metaverse, TVM, to provide fans with unique experiences. In the same month, LaLiga collaborated with NFT fantasy gaming platform Sorare to launch an NFT collection featuring the league’s players.
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