LaLiga has announced Korean company, TVM Inc, as the official metaverse partner of the league, with the organisation focused on boosting fan engagement and the generation of relevant content.

The two-and-a-half-year deal will see LaLiga integrate their current partners into the metaverse, through TVM’s ‘Triverse’, where the league will have a virtual world of augmented reality, focusing on fan experience.

Content from clubs will include press conferences, announcements, match highlights and player interviews, with fans earning rewards as they consume more content.

Additionally, sports properties will be able to open a new channel to communicate and engage with fans and users.

Commenting on the partnership, LaLiga commercial and marketing director, Jorge de la Vega, said: “LaLiga is always looking for new ways to offer its best-in-class product to a global audience, a process that needs to have the best partners for it.”

“The agreement with TVM as global partner is a proof of this, which will allow us to reach an ecosystem with unparalleled potential as the metaverse is,” he said.

LaLiga ambassador, Carles Puyol, added: “I believe that football is emotion, is passion, and on the moment that they discover and get to know this digital world and have new places to enjoy it and live it, they will be able to enjoy the best league in the world, such as ours.”

Commenting on the technology used, TVM vice president, Yoon Chul Kim, said: “Technology is continuously and rapidly changing and moving.”

“We too should be ready for the next technological advancement.

“For now, that is digital transformation, and one of the best ways to successfully deliver digital sports content combined with non-sports-oriented content to the users is metaverse.

“Together with LaLiga, TVM will create a world where nothing is impossible and anything and everything is possible,” Kim said.

The announcement comes after the league became the first to launch an Amazon store.