The Yorkshire County Cricket Club have signed a new partnership with Virtua, designating the technology firm as their official metaverse partner.
The deal, which takes effect immediately and runs beyond the current 2022 season, will see Virtua gain brand visibility at the English top-tier outfit’s Headingley home during both domestic and international matches.
Virtua and Yorkshire are also planning to collaborate on new non-fungible token (NFT) collections, with certain drops to include ‘money can’t buy’ experiences for fans.
“We’re excited to be partnering with Yorkshire County Cricket Club, discussions are already taking place around what could be our first NFT collection,” said Jawad Ashraf, chief executive of Virtua, which has a similar deal with the Williams Formula One team.
“Following Williams Racing, it’s another great partnership for us to explore activity that will transition into our soon-to-launch metaverse.”