FC Barcelona has partnered with global online video game platform Roblox to showcase the club’s new 2019-20 home kit.
Users of the gaming community will be able to play a variety of games with two avatars that feature the Barça jersey, which for the first time in club history swaps the traditional Blaugrana stripes for a checkerboard print. The effort is primarily targeted toward teenagers and children.
According to a press release, Roblox has 90 million users worldwide.
Dídac Lee, FC Barcelona board member and head of digital said the initiative will “enable us to bring FC Barcelona closer to millions of children and teenagers around the world in a way that is authentic to them, all the while helping to foster their creativity through a unique gaming experience”.
A number of sports teams and leagues are looking to video games to engage and expand their fans. Arthur Ashe Stadium, home of the US Open, is hosting the Fortnite World Cup finals next month to showcase the venue to a new and younger audience.