English Premier League club Liverpool FC has partnered with Meta to sell digital merchandise, becoming the first Premier League club to launch its own virtual merchandise on the Meta Avatars Store.
The Avatars Store on Facebook, Messenger, and Instagram sells digital versions of Liverpool’s home and away kits for $1.99 each. The kits will be available in virtual reality for Meta’s Quest headsets later this year.
According to the announcement, fans can digitally dress their avatars in the bold, no-nonsense home kit or the iridescent, multi-coloured away strip from the 2022-23 season, as well as LFC’s own-label lifestyle collection.
Liverpool will receive a percentage of digital merchandise sales, which will include two red LFC-branded hoodie and sweatpants outfits, as well as the home and away jersey kits, for a total of four available outfits. Users in the United States, United Kingdom, Canada, Mexico, Thailand, Spain, and Italy will be able to purchase the virtual fashion items.
The Meta Avatars Store offers digital outfits from global brands, providing a unique way to create a digital version of yourself and express yourself online.
However, cryptocurrency is not an accepted form of payment for digital avatar swag from the social media company formerly known as Facebook in the metaverse.
“We’re thrilled that Liverpool fans can now use our Avatars to express their digital identity through the iconic colors and logo of their favorite club,” says Jerry Newman, Meta Director of Media Partnerships, Northern Europe.
We’re also excited to help Liverpool begin to tap into the new metaverse economy, with digital apparel revenue that will be incremental to the apparel sales the club generates in the physical world.
With this new partnership, Liverpool joins fellow English Premier League Everton and La Liga club Real Betis to sell virtual avatar fashion.
Meta announced new virtual reality workout accessories earlier this week and its new $1,500 Quest Pro headset. Meta also revealed that its virtual avatars would gain legs beginning next year.
