The Italian top flight became the first major European league to enter the new medium
Last weekend Serie A became the first major football league in the world to bring its brand to the metaverse. AC Milan's 1-0 win over Fiorentina was broadcast on The Nemesis metaverse in the Middle East and North Africa (MENA) region.
The feat was made possible by a collaboration between Serie A and its telecommunications partner TIM, along with blockchain company ConsenSys. Together they made a Serie A room on The Nemesis, in which fans were able to enjoy the action.
What is the metaverse?
People are often confused by the term "metaverse" as it's an emerging technology. It basically means a virtual world which people can access via their internet connection. Digital spaces are created to allow for an immersive experience using virtual reality (VR) and augmented reality (AR).
On The Nemesis metaverse, Serie A fans in the MENA region were able to watch the match, meet new people and the first 10,000 viewers were even gifted NFTs for taking part.
The move represents Serie A continuing its work with NFTs, another cutting edge technology, and taking its first step into the metaverse.
Why did Serie A decide to enter the metaverse?
The Italian top flight is very concerned with the future. Executives of the league are often talking about how they can appeal to new fans in new markets and how they can best take advantage of emerging technologies to bring the best possible experience to their fans.
Speaking about the the league's foray into the metaverse, Serie A CEO Luigi De Siervo said:
“We have chosen to be the first to broadcast a football match in the Metaverse because we believe that the frontier of technological innovation is extremely important for a modern league such as Serie A."
De Siervo went on to discuss the importance of the MENA region to the future of Serie A:
"The Middle East and North Africa (MENA) represent a strategic area for us due to the dominant presence of Generation Z and the particular receptivity to new developments."
He also spoke on the league's approach to new technologies in general:
“This is the continuation of a path that began with the release of the first NFTs in May 2021 and continued with the construction of the International Broadcasting Centre in Lissone. We thank TIM and The Nemesis for their collaboration in achieving this prestigious goal”.
The league has also said that they intend to continue collaborating with ConsenSys on future projects as they intend to make the most out of the ever-increasingly digital world in which we find ourselves.
Stick around for more football news about the business of football, broadcasting rights and live streaming. If you're looking for betting tips and football predictions, we've got you covered. Our TV guide can also tell you when your favourite teams are playing and where you can watch football on TV or via live streaming.
