Liverpool FC Enters The Digital Apparel Space

Liverpool FC has become the first Premier League football club to launch its own virtual merchandise on the Meta Avatars Store.

The Meta Avatars Store is an online marketplace that features digital outfits from global brands offering a way of creating a digital version of yourself.

Reds fans will now be able to customise their own digital avatars in official club colours with the new collection on Meta’s platforms, which includes Facebook and Instagram.

Supporters will have the options of dressing their avatars in the classic red home kit or the 2022-23 season’s multi-coloured away strip, as well as LFC’s own-label lifestyle collection.

The agreement will see Liverpool receive a portion of the revenues, with the products available in several global markets including the UK, US and Spain.

Drew Crisp, SVP for Digital at Liverpool FC, said, “We’re incredibly excited to be the first Premier League club with our own Meta Avatars. This is another fantastic opportunity for our global fanbase to digitally engage with Liverpool Football Club and create their own individual club-coloured avatars.

“Having a digital connection to the club that our fans adore – whether they’re here, near or far – is so important and helps to bring our global family closer together when physical connections aren’t always possible.

“We have more than 70 million global supporters following our Facebook and Instagram channels, and we’re really looking forward to seeing many of those avatars change and don our iconic kit or lifestyle apparel.”

Despite being the first club to enter the Meta platform, Liverpool’s Merseyside rivals Everton also sell digital apparel via another digital fashion platform – Fancurve.