Could the launch of United on Roblox boost fan interaction?

If Gaz-ball (the often hard to watch “style” of Gareth Southgate’s England) did not hit the spot for Manchester United fans this summer, perhaps Manchester United’s unveiling of their 2024/25 home kit and their exciting partnership with Roblox can help ignite football passion among Red Devils supporters globally.

Ronan Joyce, Manchester United’s Director of Digital Innovation, has led the club’s foray into the digital realm with the goal of transforming fan engagement and offering various digital fan experiences such as “Collect United” in collaboration with blockchain partner Tezos (explained further below). The club’s new collaboration with Roblox in the metaverse and their partnership with new kit sponsor Snapdragon align with this ambitious vision.

Football clubs are exploring emerging technologies to boost brand awareness, enhance fan engagement, and potentially drive more revenue. For instance, clubs like PSG, AC Milan, and others are delving into partnerships with blockchain companies like Sorare and Socios to appeal to a younger demographic through fan tokens. You can learn more about the advantages and disadvantages of fan tokens powered by blockchain technology here.

Metaverse Integrations

The metaverse can be described in various ways, but essentially, it is an immersive, decentralized, three-dimensional virtual world that blends with reality, allowing people to work, play, and socialize in real-time. Platforms like Roblox and Fortnite are popular metaverse platforms with a combined monthly user base of over 400 million. Given the success of the games industry in hosting large numbers of users simultaneously, it is believed that a comprehensive, decentralized, and interoperable metaverse platform could originate from an online gaming platform. With Roblox’s success and its partnerships with sports organizations like the International Cricket Council, FIFA, NHL, and Wimbledon Tennis, it makes sense for Manchester United to leverage their IP to engage with Generation Z and Generation Alpha.

Roblox Rollout

In their latest move, Manchester United will offer shirts, shorts, and socks for the new strip in a dedicated Manchester United shop within the Adidas Outfit Creator experience on Roblox, allowing fans to dress up their Roblox avatars to show support for the club. The launch will enable fans to interact with United-themed content while engaging with Roblox’s massive user base of 77 million daily active users.

Snapping up Snapdragon

Additionally, United has secured a three-year, USD $225 million deal with Qualcomm’s Snapdragon, a U.S. technology firm, to feature on the front of their new kit. Through an augmented reality experience triggered by scanning the Snapdragon logo on the kit, fans can access exclusive Manchester United content and immerse themselves in virtual experiences at Old Trafford. This partnership aims to enhance global engagement with Manchester United’s vast fanbase.

Real World Impact

Successful collaborations with gaming platforms like Roblox and Fortnite have been effective in promoting entertainment brands and artists. By teaming up with Roblox, Manchester United aims to attract younger audiences and increase global reach through virtual interactions with the club. This could lead to higher shirt sales and greater brand recognition worldwide. Partnering with platforms like Roblox also provides clubs with valuable data and insights from their global fanbase, extending beyond traditional fan engagement methods.

While traditional fanbases were built on on-field success or family traditions, the changing landscape of technology in sports opens up new opportunities for football clubs to connect with a younger audience. Initiatives like Snapdragon’s AR experiences and Collect United present innovative ways for clubs to engage with fans and grow their community.

The Risks Involved

It is crucial for brands to understand their audience and approach metaverse initiatives with caution, as poorly executed campaigns can lead to negative outcomes. Past experiences show that brands entering the metaverse without adequate knowledge or engagement can face backlash and damage their reputation. Football clubs must ensure they provide genuine value and engage fans authentically to avoid negative repercussions.

As the intersection of sports and technology grows, more clubs are likely to explore collaborative partnerships and new platforms to expand their fanbase. Manchester United’s recent ventures into the metaverse will be a test of their investment and strategy in this dynamic landscape.