On 31 January, Meta (the recently renamed parent company of Facebook, Instagram (IG), Oculus and Giphy) activated its NFL partnership through the launch of a new set of Super Bowl LVI t-shirts for its digital avatars.
The initiative, which rolled out on the final day of January once the 2022 Super Bowl teams – LA Rams and Cincinnati Bengals – had been decided after a thrilling Conference Championship weekend, offered fans of either team or of football in general to take their fandom into the social space and the metaverse.
Users of Meta-owned social networks can new take their football fandom into the social space and virtual worlds in the lead up to the Big Game via an official set of profile pictures, posts, stickers, 3D digital avatars and memorabilia (including digital t-shirts featuring the Los Angeles Rams, Cincinnati Bengals and the Super Bowl LVI logo).
The digital shirts can be added through 28 February for users to share their avatars across Facebook, Instagram, Messenger and within Meta’s Oculus Quest virtual reality platforms.
The initiative, which kicked off for users in the USA, Canada and Mexico, was promoted through social content across the company’s brand family – including Facebook, IG, Messenger – and via a PR push.
You can now use your 3D avatar across Quest, Facebook, Instagram and Messenger. We’re also adding new facial shapes, skin tones, hearing aids and wheelchairs. And if you’re an NFL fan, you can suit up your avatar with new shirts for #SuperBowlLVI! https://t.co/Oje1mxtjrK pic.twitter.com/pRLVI99alV
— Meta (@Meta) January 31, 2022
Move over, 2D! We’re officially rolling out 3D Avatars just in time for Super Bowl LVI . Dress up your virtual self in your team’s NFL shirt ahead of the Big Game. Who ru rooting for? #NFLAvatarGear pic.twitter.com/zZICqZB4vL
— Messenger (@messenger) January 31, 2022
The initiative was part of a broader rollout of updated 3D avatars for Facebook, Messenger, Instagram Stories, and DMs including new expressions, face shapes, skin tones, wheelchairs and hearing aid options for users to customize their digital identities.
“This represents real momentum on the road to the metaverse,” said Meta Director of Sports Partnerships Rob Shaw. “It enables the NFL to drive engagement with its next generation of fans in a unified way across our technologies, which is a step toward an interconnected digital world. And while we don’t have anything to share on monetization opportunities yet, we’re also moving closer to our ultimate vision of a future where fans can buy digital merchandise for their avatars – which will only increase the business opportunity for us and our partners.”
“We’re updating Meta avatars with a lot more expressions, faces, and skin tones, as well as wheelchairs and hearing aids,” explained Facebook Founder Mark Zuckerberg. “We’re starting to experiment with digital clothing too, including official NFL shirts you can wear for the Super Bowl. You can use your avatar across Quest, Facebook, Instagram, and Messenger. One day, you’ll have multiple avatars ranging from expressive to photorealistic. Looking forward to sharing more soon.”
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This Meta NFL-branded outfit initiative is part of a wider sports engagement and marketing trend to bring real-world fandom into the metaverse.
As well as its NFL partnership, Meta also has tie-ups with the NBA and MLB and this kind of minor move might eventually become a steppingstone for the leagues to stream games in virtual reality and in the metaverse via Oculus Quest headsets.
A trend that has already kicked off in the USA through experimental initiative such as NBA franchise Brooklyn Nets’ ‘Netaverse’ project.
Back in 2019 the NFL and Facebook extended their partnership through a multi-year partnership extension based around delivering more diversified football content to fans worldwide.
“Facebook continues to be an important partner in accessing millions of highly engaged fans around the world,” said NFL VP Of Digital Media Blake Stuchin at the time of the deal. “As we celebrate our 100th season, we look forward to providing even more exciting ways for NFL fans on Facebook to watch, share, and talk about their favorite NFL moments.”
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