The shoes put me in my place. Queuing up to attend the SportsPro Live jamboree at The Oval in April, I scanned the shoes of my fellow delegates and realized that my traditional black leather lace-up shoes were pointing me to the dinosaur that I am.
If not literally the oldest person in the conference, then mentally as well. Reader, bad shoe like me, I went out of my comfort zone with all the metaversic stuff to frame your future engagement with the game.
It would have been easy to fill my two days in familiar ground, absorb the lessons of women’s football development, host major events and the latest digital marketing trends. But the mermaid called me to the rocks of virtual reality. And not just me, because the metaverse sessions and the wonders of Web 3.0 are full.
Perhaps relieved to see an old man wearing a suit, who must have been the least skilled in the new era, I was always asked at breaks between sessions if I still understood. I feel a sense of relief when I say no-they are not alone! But from The Oval, I think I now “got” the technology (not how it works, but what it is). I just don’t understand the extent of the trouble right now in the sport about it.
Most enlightening was the joint presentation of LaLiga, the highest level of Spanish football, and their metaverse partners, GreenPark Sports. The plan is for a digital world that is more than just a physical reflection, a world where fans interact online during LaLiga games – a dual -screen existence – competing with each other. one to predict the course and the explosion of the game.
Welcome to the virtual world of sports at GreenPark – the first mobile testing ground for sports enthusiasts. It’s time to get ready for your favorite team and fight your opponents in epic fights to win Fanergy. Now you can prove, once and for all, that you are the most valuable fan. Dula na.
Their target markets are gamers and collectors, two tribes attracted to attract virtual prizes that they can display in the metaverse. How to monetize these types of “dungeons and dragons”? One example mentioned is participating in a real LaLiga game that “opens up” a virtual asset that cannot be acquired in any way. However, it’s hard to see that it represents a large group of bitcoins or euros. It’s also scary to think of the competition from the world’s sports giants that will undoubtedly dominate the virtual reality (VR) gaming market.
Which is of interest to Wolverhampton Wanderers strategy. Russell Jones, Wolves ’head of marketing and business growth, has highlighted the ambition of the eighth -ranked Premier League side to be the‘ most challenging club ’with‘ we dare to be different ’attitude. She is trying to extend her brand to the entertainment world, by launching a record label and a high-end fashion line targeted at the Chinese market (country of the club’s owners, Fosun International).
The Wolves in the Premier League club are scattered in areas such as fashion and games
None of these brand extensions shook my heart when I heard them explained. But I’m not looking for a pair of gold and black steps. Wolves Esports, however, is something else. Ten professional gaming teams have been set up in a variety of major title formats. They claim 20 million followers in China, helping to recruit top players (see King Pro League star Captain Fly-just passed it on…). Needless to say, they played with gold and black kits with the Wolves logo.
The crossover of the football team is much greater than LaLiga creating its own virtual universe, but I can only imagine the real money being made by, effectively, licensing the Wolves brand as a major sport. Given, of course, that enough financial muscle has been allocated to both sides of the empire – and that there is no disappointment in the performance on the field or in the arena of the other.
Fosun International has a market capitalization on the Hong Kong Stock Exchange of approximately £ 7 billion ($ 8.6 billion). For all the Wolves ’broad ambitions, it seems unlikely that his relatives will come up with ways to take him beyond the‘ challenging ’situation, but there is enough role model to suggest he will be a disruptor in the next. years.
Compare Fosun’s price – of which the football club is a small part – to Chelsea’s price. The media recently published a comment from Todd Boehly, head of the consortium that won a £ 4.25 billion ($ 5.2 billion) bid to buy the club, which he did in a Bloomberg interview a few years ago. the past.
When I was growing up we had Pac-Man, Donkey Kong, but I never knew Man United, I didn’t know Chelsea, I didn’t know Tottenham. Kids are now fully aware of what is best and the Premier League is the best. I continue to believe that there is a global opportunity for top clubs.
By my count Boehly, 46, was a preteen when Pac-Man and Donkey Kong flew, which was very appealing. If its target is the attractive young people today who have the same virtual existence ahead of them, mixed with electronic games, then the evaluation provided by the Chelsea brand is starting to feel like not so crazy.
Dress up immediately for your kids or grandchildren (pick depending on your age) who are stalking you in the future for a new skin from their chosen group, to say that of course you’ve got the their VR headset and any other necessary material. . There are no more Panini stickers but their digital equivalent, and not just common or garden non-fungible tokens, but customizable tokens to enhance their status and self-esteem in the metaverse.
Whether you can persuade them to try through wind and rain to join you in a real game in the physical world is up to you and your ability to sell heritage game attractions.
Ed Warner heads the official charity of GB Wheelchair Rugby and Crystal Palace FC, the Palace for Life Foundation. He led UK Athletics for a decade to 2017 as well as the London 2017 World Athletics Championships and the World Para Athletics Championships. He writes about the sports business at sportinc.substack.com.