The idea of engaging in sports without being active sounds almost counter-intuitive. Yet in the modern day, with the rise of e-sports and newer concepts such as the metaverse, sports are moving toward a digital future.
Football is no exception. Football clubs and companies everywhere are starting to recognize the potential in expanding their reach via the virtual world.
Before moving on to what the metaverse is and what companies are doing to transition into the metaverse, it is interesting to discuss what this change means for the general fandom of football.
The transformation of football fandom
Gone are the days when football clubs were only supported by local fans. In our globalized world, the international football fanbase is starting to come into the picture. Large European clubs have growing fanbases from all over the world watching matches, buying merchandise, and even visiting the stadium in-person to experience the home crowd. According to a survey study conducted by global market research agency Kantar, Manchester United has a worldwide fan and follower base of 1.1 billion people. That is almost 1 in 7 people! It’s no wonder clubs are starting to cater to the international fanbase.
Yet, this has sparked a rivalry within the fanbase- the ‘plastic’ fan versus the real fan. Generally speaking, supporters that live near or have a personal geographical connection with their favorite club feel a sense of superiority over international fans, namely those of large Asian countries such as India and China. The local fans hold on to the idea that the best and only way to truly support a club is to go to the stadium every weekend and cheer for the team in the flesh. The international fanbase, however, resort to watching matches online and supporting their favorite club in another way- financially. In today’s football economy, this means paying for 100 dollar jerseys, buying tickets to summer tour friendlies, and subscribing to streaming services to watch matches.
But ultimately, is there really a different between the two fanbases? Both are watching the matches (in person versus through a screen) and paying money to the club (tickets and stadium food versus jerseys and merchandise). The only true difference between the two are their proximity to the club itself- something that people can not easily change.
Here’s where the metaverse comes in. If physical distance is the thing that differentiates “fake” fans from “real” ones, then what happens when that distance no longer exists? The short answer: this arbitrary comparison will cease to exist.
What is the metaverse?
In late 2021, Mark Zuckerberg occupied the front page of news sources everywhere as he explained Facebook’s rebranding as Meta. According to the Meta/Facebook website, Meta’s focus is to “bring the metaverse to life and help people connect, find communities and grow businesses”.
So what is the metaverse? The term has never had one clear definition, but generally, it refers to a three-dimensional version of the internet. In our current world, we are accustomed to using the internet through webpages on a scroll-and-click basis. However, the metaverse aims to bring all of the information we consume on the internet into a virtual world, where users can interact with their surroundings via an avatar and a VR (virtual reality) headset. So imagine, instead of logging into your email to send a message to your colleague, you are putting on a VR headset and entering the metaverse to “directly” go to your colleague’s avatar and tell them your message. Though current technology on the metaverse is not yet powerful enough to realize this in its full potential, it is undeniable that this is the internet’s future.
Football in the metaverse
Imagine this: it is a Sunday in the year 2030, and Juventus is about to face Inter Milan in the Derby d’Italia. You put on your VR headset, enter the metaverse, and take a seat at the Curva Sud (south stand). You watch and hear in real-time the players being introduced, the crowd singing ‘Juve: Storia di un grande amore’, and the whistle of the referee. From the best seat in the stadium, you watch the team’s every play, tackle, and goal… all from the comfort of your own home. This is what football could look like in the metaverse.
Even though we are not quite there yet, football clubs and companies from all over the world are taking their first steps toward making that scenario a reality.
Manchester City
Announced in February 2022, Manchester City is set to be the first English club to join the metaverse. The club signed a deal with Japanese tech conglomerate Sony to build an exact replica of Manchester City’s Etihad Stadium, using image analysis and skeletal-tracking technologies.
Besides the stadium becoming a virtual meeting ground for Manchester City supporters and followers, the club’s Group chief of marketing and fan engagement officer Nuria Tarre also proposed some other possibilities. According to Tarre, not only would you be able to watch games “live” in the stadium, fans could also buy virtual merchandise and interact with the players. Fans would have the chance to meet their favorite players in avatar form!
Birmingham City FC
The EFL club Birmingham City FC is working on a similar project, collaborating with Ultimo GG to build the St. Andrew’s Stadium. According to the BCFC website, current plans for the metaverse initiative include a digital museum, a partner showcase simulator, virtual events, games arcade, virtual tours, coding camps, NFTs, a virtual club store, ticketing, and educational resources. The possibilities are limitless.
Juventus & NFTs
Juventus has always been on the frontline of innovation and looking to the future. Though the Bianconeri have not announced an official move to the metaverse just yet, they are already in the NFT business.
NFTs, or Non-Fungible Tokens, come hand in hand with the metaverse. NFTs are digital assets that often come in the form of a piece of artwork. They are exclusively bought and sold online, and are generally limited edition and have unique codes for identification. As more and more companies begin to participate in the NFT business, it is a matter of when not if companies will start to sell NFTs in their own metaverses.
In June 2021, Juventus launched their very first NFT- a high definition replica of the 2021/22 home jersey. The club also has their own cryptocurrency (digital currency) “fan token” called $JUV, which represents voting rights and special benefits for shareholders. Some examples of how Juventus fan token owners can use the $JUV include:
- Choosing a new goal-celebration song for the stadium
- Changing the team bus design
- Winning unique experiences such as a free tour of the Juventus Allianz Stadium
- Claiming exclusive rewards such as Juventus NFTs
- Receiving discounts on merchandise
Based on Juventus’ recent activities and trends, Juventus in the metaverse is something that will be realized sooner rather than later.
Football management games
Other than professional football clubs, football management games are also dipping their toes into the metaverse. Companies like The Football Club and Meta Soccer are building NFT and cryptocurrency-based fantasy football manager games. On these platforms, players are able to draft their dream teams, collect officially-endorsed merchandise, trade cards, and earn real money. Meta Soccer, for example, will allow players to buy NFTs of scouts, players, and stadiums in the Meta Soccer metaverse. The game even has licensing agreements with real-life football stars such as Ronaldinho and Emiliano Martínez to create and sell their NFT versions to game-players.
What this means for the future
In the age of Tik Tok and mass content consumption, the younger generation is starting to lose interest in the more traditional methods of following football. Instead of watching live matches on TV, social media and Youtube highlights are becoming a more popular way of following a team.
Whether we like it or not, the technologization of football will continue to occur. The football fandom will evolve and adapt with the times. And perhaps, instead of fighting it, it would be wiser to learn how to channel our love for the game toward an intimidating but exciting future.