Formula 1 officially welcomes the metaverse as Alfa Romeo has partnered with Everdome to create new experiences. The race car team hopes to engage with its fans in an enhanced way by working with a digital world platform.
Being different from other virtual worlds such as The Sandbox or Decentraland, Everdome tags its virtual world as being “hyper-realistic” going on to state that “when you take off your VR headset you won’t be able to tell what’s real and what’s not.”
The Alfa Romeo F1 Team ORLEN will be the first racing team to take advantage of this metaverse as it aims to use the virtual platform to communicate and connect with fans across the globe. Team Principal of Alfa Romeo F1 Team ORLEN, Frédéric Vasseur said, “We are taking a massive step to enter the metaverse, and Everdome has the expertise and technology we need to create a new sports-viewing, immersive experience.
“Everdome will allow us to leverage the team’s intellectual property with ease, deploying a hyper-realistic experience that will elevate everyday life by blurring the lines between reality and verse existence.”
Be there without being there
While the racing firm are yet to showcase or unveil exactly what they intend to do with this new virtual pathway, Alfa Romeo could use the metaverse to provide better access to fans who’ve previously not been able to be part of live events such as new reveals and press conferences.
Alfa Romeo F1 Team ORLEN and Everdome went on to say that their new partnership will “raise the bar for fan engagement” and will “add a futuristic dynamic to the traditional motorsports experience”.
CEO of Everdome, Rob Gryn stated, “The synergy between sports and future technology has never been more apparent, whereas engaging with a brand’s community and fanbase are priority number one. We feel this partnership will provide an opportunity for both Alfa Romeo F1 Team ORLEN and Everdome to deliver for both communities.”
While Alfa Romeo remains the first F1 team to join the metaverse, other sporting brands such as Manchester City and FC Barcelona have also made moves that similarly indicate that sports and their place in the metaverse is real area for growth.