Valencia CF form partnership with ImagineAR

Top-flight Spanish side Valencia CF have formed a new partnership with Augmented Reality (AR) company, ImagineAR.


The two-year deal makes Valencia CF the first club in La Liga to partner with an AR firm whose technology specialises in creating interactive experiences through using real-world environments in a virtual capacity by using visual, auditory, haptic, somatosensory and olfactory senses.

As fans are unable to physically attend football stadiums, fan engagement is becoming crucial to clubs to maintain fan loyalty as fans cannot watch football matches from the stands. Clubs are investing in online inventory as it’s the only way to connect and engage with fans. In addition to creating some sort of revenue from the loss of gate receipts.

Anil Murthy, President of Valencia CF has said, “With this unique season being played so far behind closed doors and without our fans, ImagineAR will allow us to keep a strong personal connection with them, thanks to their amazing mobile augmented reality.

“The resulting immersive experiences will create fun, energy and excitement that can be shared with other fans on all social media platforms. We are happy to be the first LaLiga team to integrate ImagineAR into our digital communications platform”.

ImagineAR will supply the six-time La Liga champions with a software development kit (SDK) for Apple and Android devices that fans will be able to access and use using the mobile app. Additionally, data will be collected from fans using the app to help with marketing to fans due to the app storing insights about app usage.

Chief Digital Innovation Officer of Valencia CF, Franco Segarra adds, “The recent launch of our “VCF Innovation Hub” demonstrates our commitment to adapting the newest and best of breed technologies to make our club stronger. We are excited to bring ImagineAR into our Hub as our Augmented Reality partner over the next 2 years and I look forward to delivering incredible fan engagement with them”.

This will enable Valencia CF to attract fans from across the globe as they’ll be able to access the app, enhancing the appeal of the club and brand image as clubs have had to adapt due to the ‘new normal’ because of covid-19.

Alen Paul Silverrstieen, CEO of ImagineAR concludes by saying, “We are truly honoured to be working with the legendary Valencia Club de Fútbol by delivering unmatched AR experiences to their massive global fan base.

“Their VCF Innovation HUB positions Valencia CF as an international technology hub and we are very proud to be part of this great initiative by playing a critical role in connecting their players and fans in a historic period of time that forces them to be apart. The connections and immersive experiences made through the ImagineAR platform will be ground-breaking, making us very optimistic that this partnership will grow enormously in the next two years.”



Author: James Parker



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