The Premier League's partnership with Sorare marks the football league's attempt to increase fan engagement.
The English Premier League, the highest-level men’s football league, has signed a multi-year partnership deal with NFT-based fantasy game and digital collectible platform Sorare.
According to the announcement shared by Premier League on January 30th, as a part of the partnership, Sorare is set to release “digital cards of players from all 20 Premier League clubs.”
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The Premier League digital cards will be incorporated into Sorare’s free-to-play online fantasy football game. By playing the game, football fans can buy, sell, collect or build their own football teams and compete with each other to receive special rewards.
On top of that, following the four-year deal, Sorare launched several new gameplay features, like draft-based gameplay, league-specific competitions, and capped-mode competitions.
When talking about the partnership, Premier League Chief Executive Richard Masters noted:
The way that supporters follow their favorite teams and players is evolving and the Premier League is always looking for ways to engage with fans. Sorare's digital cards and innovative online game represent a new way for them to feel closer to the Premier League whether they are watching in the stadium or from around the world.
It is believed that Premier League has been planning to partner with crypto-related platforms for quite a while.
The news about Premier League’s plans to partner with Sorare broke last October. At that time, Sky News reported that the league discussed the deal with all 20 participating football clubs.
However, it appears that Sorare was possibly the second option for the Premier League. Back in October, sources familiar with the matter revealed to Sky News that the league was very close to signing the deal with blockchain software firm ConsenSys.
Based on the CityAM report, the deal between Sorare and the Premier League is valued at approximately 120 million British pounds or 150 million US dollars.