Manchester City explores metaverse in partnership with Sony

English soccer champions Manchester City FC have engaged Japanese conglomerate Sony Corporation in a global partnership to develop new digital fan experiences, mainly on metaverse.

Both parties would create a global online fan community where the team and its followers interact within the metaverse, to be designed as a virtual recreation of the club’s Etihad Stadium.

Manchester City will also leverage Sony’s technologies and various digital fan experiences in music and the wider entertainment industries to develop new forms of digital content.

According to the team, the new experiences will be at the cutting-edge of global sport’.

The club will be Sony’s first sports partner in the space.

Nuria Tarre, chief marketing and fan experience officer at City Football Group (CFG), says the partnership with Sony puts the team at the development stage of creating immersive digital fan experiences never seen before in football.