Over the past few months, various sports teams and leagues have been implementing long-term digital fan engagement strategies to keep up the momentum prompted by the pandemic — from NFT drops to virtual meet and greets.
Reigning Super Bowl champs the Los Angeles Rams have now officially debuted a virtual venue powered by event tech platform 6Connex dubbed the Virtual Rams House. Fans and corporate partners will be able to access the virtual venue to engage with each other and with the team year-round.
Virtual Rams House takes a different approach from some other teams building virtual venues, such as the Atlanta Braves, in that it’s not a full digital twin of SoFi Stadium — rather, it is more of a digital hub where fans can access different rooms and activities, including the Film Room and the Fan Cave, in a fully branded virtual environment.
"We are pleased to team up with 6Connex to develop this first-of-a-kind platform for our fans," said Rams Chief Marketing Officer Kathryn Kai-ling Frederick in a statement. "With innovative features and functionality, 6Connex's platform provides unique opportunities for fans to connect with our team and to each other through a one-of-a kind digital environment."
The Rams will host their first End of the Season Summit on the virtual platform, which will feature season recaps by Rams executives as well as forecasts for the upcoming season. Fans will be able to chat and debate with each other on the platform, and season ticket holders will have the opportunity to connect with other members from their specific seating section. Virtual Rams House will also include activations from Rams partners down the line.
"Creating a virtual venue for a major professional sports team is thrilling. This partnership with the Los Angeles Rams pushes boundaries of the fan experience and helps everyone engage with the team in new ways,” said 6Connex CEO Ruben Castano in a statement. “The environment sets the standard for professional sports franchises looking for creative ways to engage with fans, sponsors and other key stakeholders.”