Social sports gaming developer GreenPark Sports has expanded its licensing partnership with LaLiga to include in-game non-fungible tokens (NFTs) and digital matchday kits that can be used across multiple fan ‘universes’ in the metaverse.
GreenPark’s application offers multiple digital environments based on major sports and esports competitions. LaLiga’s universe launched last August, offering players the chance to pick their favourite Spanish soccer team and compete in various challenges and minigames, as well as collecting items for their digital avatar.
The addition of matchday kits based on teams, players, and iconic moments will look to deepen this engagement further. Fans can purchase ‘lockers’ that include a selection of player kits from that matchday.
“As one of the leading sports brands in the world, we continuously explore all the unique avenues to connect and engage with our fans globally,” said Oscar Mayo, executive director at LaLiga. “With this new licensing partnership with GreenPark, we are going to give our fans the experience to live LaLiga and be part of GreenPark’s metaverse through a special NFT collection of matchday jerseys.”
GreenPark is one of several firms banking on growing demand from sports fans for immersive, digitally-native experiences that comprise the ‘metaverse’ – a persistent, virtual environment that acts as a digital counterpart to the physical world.
The Los Angeles-based firm raised US$31 million in a series B funding round last year, and counts Major League Soccer (MLS), the League of Legends Championship Series (LCS), and the National Basketball Association (NBA) among its partners.
“We are excited to bring first-of-its-kind digital collectibles and in-game utility to LaLiga fans worldwide,” says GreenPark co-founder and chief executive Ken Martin. “For more than a century, fans have proudly worn the jerseys representing their favourite clubs and players [in real life] to celebrate their fandom.
“Giving the next generation of social sports fans a reimagined way to digitally collect these and wear them into a virtual world built for sport is the next evolution of fandom. We can’t wait to show you the experiences they’ll unlock across GreenPark.”
Meanwhile, LaLiga has also extended its sponsorship with Indian tyre manufacturer BKT for the next three years. The deal now runs until the end of the 2024/2025 season.