Manchester City Football Club Bringing The Prized Etihad Stadium To The Metaverse

Manchester City Football Club Bringing The Prized Etihad Stadium To The Metaverse

Manchester City Football Club, one of the premier English football clubs that competes in the Uber talented Premier League with a storied history dating back to 1880, has taken its first steps into the metaverse by constructing a digital replica of the prized Etihad Stadium, the world’s first stadium of its kind to be built in the metaverse. Manchester City, the current Premier League champions, have partnered with Sony on a three-year deal to build the world renowned stadium, allowing football fans from around the globe the ability to experience soccer matches in real-time from the comfort of their own homes while surrounded by fans.

By Andrew Senior
February 22nd, 2022




Sony’s subsidiary, ‘Hawk Eye’, has already done several walk-throughs of the physical stadium in preparation to transcript every detail to the digital version they will be building. By using real time image analysis and “skeletal-tracking technologies”, Sony will aim to not only bring a direct copy of the physical building to the metaverse, but also the emotions and storied history of the club.



In addition to allowing fans unprecedented access to the stadium, club officials are also planning to give fans the ability to interact with members of the team within the metaverse and will have exclusive digital items available for purchase that will only be available in the metaverse. The club’s ultimate goal is to break down the walls separating fans who live regionally and those from around the world, allowing Manchester City fans the ability to join their cohorts and support the team no matter where they are.



Nuria Tarre, Manchester City Football group’s chief marketing and fan engagement officer, commented on the digital stadium,



“The whole point we could imagine of having a metaverse is you can recreate a game, you could watch the game live, you’re part of the action in a different way through different angles and you can fill the stadium as much as you want because it’s unlimited, it’s completely virtual. But also you’re in control of what you want to be watching at that time. There’s not one broadcast point of view, you can look at it through any angle of the stadium. That’s the sky – the limit,”



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