LaLiga has announced a new strategic licensing agreement with technology firm StadioPlus, which will see the Spanish soccer league launch a joint project in the Decentraland metaverse.
Spanish-based StadioPlus, which offers guidance to sports industry properties looking to enter the metaverse, gains the rights to LaLiga intellectual and industrial property for commercial use in Decentraland.
The deal is designed to grow LaLiga’s reach with reach Gen Z audiences and will see the development of a series of LaLiga-themed land parcels within the Vegas City district in Decentraland.
As an owner of the largest sports, gaming and entertainment areas in Decentraland, Web 3.0 specialist Vegas City will have direct involvement in LaLiga’s expansion into the metaverse space.
Stephen Ibbotson, LaLiga’s head of franchises and licensing, said: “For LaLiga it is essential to continue innovating in ways to offer the best of the competition to our fans, both on and off the pitch.
“This licensing agreement will allow us to reach a new and significant audience, like that of Decentraland.”
“StadioPlus is on a mission to be the bridge between the sports industry and the future,” added Jon Fatelevich, StadioPlus chief executive.
“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”.