Williams Racing has made metaverse platform Terra Virtua its official metaverse partner. The two are entering into a multi-year partnership now in place.
Thanks to the partnership, Terra Virtua’s brand name will appear on Williams Racing’s driver racing suits, mechanic overalls and car barge boards. Additionally, the metaverse company’s logo will appear on both digital and real-world team assets.
“The collaboration will celebrate one of British motorsport’s most innovative and successful racing teams to date,” says Terra Virtua in a company blog post. “With an absolute focus on engagement, the partnership will look to add greater depth to the fan experience on race weekends and beyond.”
The companies also plan to develop digital collectibles and generative art projects to lead Williams Racing fans through interactive metaverse experiences.
“It’s a privilege to work with a British racing team with such an incredible legacy in motorsport,” said Jawad Ashraf, Terra Virtua CEO. “As progressive innovators in the space, we feel Terra Virtua has an affinity with the team. We can’t wait to get started and continue to explore further opportunities to collaborate.”
James Bower, Commercial Director at Williams Racing, went on to say, “Collaborating with Terra Virtua presents an opportunity to engage with the race fans of the future in an entirely new way. With Terra Virtua using Polygon blockchain, which has strong sustainability credentials, it also aligns with the team’s sustainability values.”
Racing In The Metaverse
Other race car companies have already joined the metaverse. In November 2021, Nascar partnered with Roblox and launched a next-gen race car on the platform. Likewise, London launched its first augmented reality go-kart track in May 2021. More recently, Alfa Romeo and Everdome teamed up to bring Formula 1 into the metaverse. In Addition, the McLaren MCL36 became the first F1 car in Roblox back in February.