LA Rams ‘virtual playground’ for fans


LA Rams virtual venue to host season ticket holders Image: Los Angeles Rams

Months after winning a Super Bowl in their own SoFi Stadium (US), the National Football League (NFL) team Los Angeles Rams are opening some new digs – online.

The ‘yahoo!sports’ stated that the Rams launched a ‘Virtual Rams House’ on April 11th, unveiling a Web platform that will host team executives and season ticket holders soon for an end of season summit but could expand to give LA fans around the world a place to convene, chat and connect year round.

The Los Angeles Rams are a professional American football team based in the Los Angeles metropolitan area, US. The Rams compete in the National Football League (NFL) as a member of the National Football Conference West division.

The 70,000-capacity SoFi Stadium is a sports and entertainment complex in Inglewood, California, United States. SoFi occupies the former site of the Hollywood Park Racetrack, three miles from the Los Angeles International Airport and immediately Southeast of the Kia Forum.

The ‘yahoo!sports’ further stated that the digital space is powered by the software company 6Connex, which has developed online homes for multinational corporations and is now looking to help sports teams develop deeper relationships with their fans.

As the pandemic hit, 6Connex pivoted from setting up sites for single events to creating “Perpetual environments that allow for ongoing engagement throughout the journey on an annual basis”, 6Connex CEO Ruben Castano said.

Added Castano, “It’s not a one-and-done.”

Seeking to stay in touch with fans during the pandemic, the Rams launched a Facebook group in 2020. As that grew, team executives began looking for an alternative that would be more platform agnostic, allowing for more brand control and opportunities for specialized applications, like chat rooms limited by ticket section or geographic areas.

Remarked Rams Vice-President of Strategy and Ticketing, Dan August, “We know what our core competency is: It’s bringing fans together. So, we knew we wanted to partner with someone in the space to really bring to life a ‘Virtual Rams House’, a virtual playground for our fans.”

That playground could include specific kid-friendly areas, fan council and fan cave traditions as well as spaces for the Rams to develop their communities in Australia, China and Mexico, where the team was granted marketing rights by the NFL.

The National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference and the National Football Conference.

For now, the Rams will continue running the Facebook group, with its nearly 5,000 members, as well. The 6Connex deal is set to run for five years.

As blockchain technology develops, the Virtual Rams House could also host commerce or enable special benefits for holders of non-fungible tokens (NFTs) sold by NFL partners at Ticketmaster, Dapper Labs and Panini. Sponsorship activations could make their way into the House too.

Maintained 6Connex Chief Marketing Officer (CMO) Luiz Martins, “I think the environment that we’re launching will evolve in ways we can’t even think of now.”

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