Spanish soccer’s top-tier LaLiga has entered into a two-and-a-half-year deal with TVM, the South Korean metaverse-building technology firm.

Through the deal, announced yesterday (May 17) via a media event and presentation, the Korean firm will become LaLiga’s official sponsor in the metaverse “and its partner in the development of an exclusive ecosystem in this virtual space.”

The deal, which entails TVM securing a license to use LaLiga’s logo and digital products in the digital world it is creating, has an initial length of two and a half years but contains an extension clause. 

The pair will work together to develop Triverse, a sports-specific metaverse that will be “a virtual world of augmented reality, focused on the fan experience."

Triverse, apart from offering a platform for LaLiga fans to interact and communicate in the metaverse, is also being designed to give LaLiga’s commercial partners further advertising and marketing space.

The Triverse offering will contain official content from LaLiga, such as press conferences, club announcements, match highlights, and player interviews, which will be viewable via augmented reality.

In addition, users of the metaverse will “earn rewards and experience points, leading to more valuable items and goods.”

The virtual world the two organizations create will also involve non-fungible tokens (NFTs) through which Triverse users and customers will be able to build their own ‘fan cities’.

Jorge de la Vega, LaLiga’s commercial and marketing director, said: “We now have over 150 million fans in our digital ecosystem, and what we are announcing now will help us get closer to fans everywhere …

“We want to evolve with TVM, to try out new approaches and see how we can adapt our approach for different audiences in different territories.

“It’s about personalizing our content to what fans in different locations are looking for.”

He added that “for the last few years, we have been steadily growing our international audience via this digitalization strategy.

“In recent years we have been working with blockchain technology, creating a team here at LaLiga to work out how this can help us … This metaverse project is the next step in that overall project.”

Josh Kim, TVM’s managing director, added: “The first things I noticed about LaLiga were their passion and professionalism …

“The fan engagement is the most important thing, we’re building it for them.

“LaLiga has global exposure across hundreds of countries, one of the best soccer leagues, so to be a part of their journey through digital transformation is an honor.

He added that “the potential is limitless, we’ll be offering a whole new life and ecosystem.”

In December 2020, LaLiga separated its digital services into a new LaLiga Tech company.

Through that subsidiary, LaLiga has packaged its existing technologies into a commercial offering for the sport industry, from matchday stats and analytics to “the next generation” of OTT streaming services, advanced content protection services, and venue access management systems.

The league’s technology arm already has a portfolio of clients across the sports and entertainment industry such as MotoGP promoter Dorna Sports, Sky Mexico, Belgian soccer’s Pro League, and the Royal Belgian Football Association.