The National Football League (NFL) has announced a new partnership with global tech giant, Intuit, to bring a unique metaverse experience to fans this upcoming Super Bowl.

The deal will see virtual gaming platform, Roblox, host a league-first metaverse concert on Warner Music Group’s ‘Rhythm City’, where it will serve as an official part of the NFL’s Super Bowl LVII entertainment line-up.

Featuring American hip-hop star, Saweetie, the NFL hopes to bring a new wave of excitement to the Super Bowl, debuting the exclusive experience to millions of fans in the metaverse.

The concert, developed by Metaverse content company, Gamefam, will celebrate the highly anticipated decider, while also promoting a message of female empowerment.

Commenting on the innovative partnership, NFL VP of video gaming, Ed Kiang, said: “The Saweetie Super Bowl Concert Presented by Intuit will be an anchor entertainment event bringing fans together in the metaverse and further cementing the tradition of content innovation at the Super Bowl.”

“Working with Roblox has enabled us to create interactive shared experiences and with the virtual concert and Super NFL Tycoon we will unlock deeper fan engagement,” he said.

Gamefam chief business officer, Richardo Briceno, added: “Bringing a cultural moment like the Super Bowl to the metaverse with such innovative partners marks a shift in how brands are coming together to create the next generation of metaverse gaming experiences.”

In addition to the concert, the NFL, Intuit, and Gamefam, will launch gaming experience, Super NFL Tycoon on Roblox, which allows fans to practice financial and business skills like an NFL team owner.

Intuit’s chief marketing officer, Lara Balazs, praised the NFL and Roblox’s efforts to bring a learning opportunity to young sporting fans.

Commenting on the project, Balazs said: “The metaverse provides an age-appropriate environment to introduce younger people to important financial concepts in a fun and engaging manner. We are proud to bring this fun learning opportunity to highly engaged sports and entertainment fans.”

The virtual concert will premiere on February 10, as part of pre-game festivities.

This news comes after the NFLPA launched a partnership to deliver exclusive content to members.