Just-In: Premier League’s Liverpool FC Partners Meta To Launch Merchandise


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

Liverpool FC and Meta Announces 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 customize their digital avatars with Liverpool FC (LFC) home and away jerseys, as well as the LFC label lifestyle collection.

Drew Crisp, SVP for digital at Liverpool Football Club, said:

“We’re incredibly excited to be the first Premier League pack with our own Meta Avatars. This is another fantastic opportunity for our global fanbase to digitally engage with Liverpool Football Club and create their own individual club-colored avatars.”

The virtual apparel collection is available for purchase in the Meta Avatars Store on Facebook, Messenger, and Instagram starting today. The Meta Avatars Store is currently available in the U.S., Canada, Mexico and Thailand, Spain, Italy, and the UK.

In fact, the LFC merchandise will be available in virtual reality this year. Meta believes it will help Liverpool FC open 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, in Northern Europe, said:

“We’re thrilled that Liverpool fans can now use our Avatars to express their digital identity through the iconic colors and logo of their favorite club”

Metaverse Is the Future

The metaverse space expands as major companies, celebrities, game publishers, and sports clubs enter the virtual world. Connected to the crypto, NFT, and Web3 markets, the metaverse is witnessing major adoption in games and sports.

Sports clubs like Arsenal and Liverpool FC have entered the NFT and metaverse space to drive fan engagement and increase revenues. Meanwhile, it attains special awareness from game developers and publishes. Recently, PUBG creator Brendan Greene announced introducing NFT, metaverse, and blockchain features in the much-awaited game Artemis.

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