NFL franchise, the Los Angeles Rams, have announced a year-round virtual venue named ‘The Virtual Rams House’, which seeks to provide innovative opportunities to fans, corporate partners and other stakeholders to engage with the team.

Powered by 6Connex, the industry-first also allows fans to interact with one another via community chats and discussion boards.

Additionally, the platform will be the setting for the Rams’ first end of season summit, which features executives recapping the previous season and discussing offseason plans.

Commenting on the platform, LA Rams CMO, Kathryn Kai-ling Frederick, said: “We are pleased to team up with 6Connex to develop this first-of-a-kind platform for our fans.”

“With innovative features and functionality, 6Connex’s platform provides unique opportunities for fans to connect with our team and to each other through a one-of-a kind digital environment,” she said.

6Connex CEO, Ruben Castano, added: “6Connex is leading the way in the virtual and hybrid event technology space, so this was a natural next step for the organization.”

“Creating a virtual venue for a major professional sports team is thrilling.

“This partnership with the Los Angeles Rams pushes boundaries of the fan experience and helps everyone engage with the team in new ways.

“The environment sets the standard for professional sports franchises looking for creative ways to engage with fans, sponsors and other key stakeholders,” he said.

The pair announced a five-year partnership last year, with the deal seeing 6Connex on game-day branding and signage, both parties also collaborated on a content series that was released throughout the year.

The major announcement comes after the NFL invested US$320 million into merchandise company, Fanatics.