Florentino Pérez initially proposed the concept during the 2024 Assembly, discussing the challenges surrounding season tickets. “The matter of season tickets…” he responded to an inquiry. “We have 34,000 members currently without access to them. We’re out of space. The only way forward could be to create an Infinite Stadium,” he suggested. “Imagine a structure that feels limitless. Interestingly, some fans prefer watching from home with virtual reality headsets, which can provide a better view than being at the stadium. This way, they could enjoy a Madrid season ticket from the comfort of their homes.” This vision has progressed significantly over recent months and is now coming to fruition. The club has revealed its collaboration with Apple, as they work on this innovative project. “Together, we’re pursuing something I’ve envisioned for years – enabling every fan to experience the Bernabéu as if they were physically present in the stadium,” Pérez shared with GQ. “It’s like opening the stadium to fans worldwide, removing all boundaries and delivering a technological experience that will redefine sports entertainment.” When questioned about the financial implications, he emphasized that immediate profits are not the primary focus. “What truly matters is providing the club’s billion supporters with the experience they desire. Much like Steve Jobs, who wasn’t fixated on financial outcomes but rather on creating remarkable products. When you prioritize excellence, success will naturally follow.”
Nonetheless, the potential for revenue generation is enormous. Consider the figures: Rapper Travis Scott attracted over 12 million viewers for a virtual concert in Fortnite, organized by Epic Games, just a year and a half ago. If Real Madrid could gather 50 million viewers for a match—a realistic goal given its 200 million global supporters—and charged just one dollar per ticket, the financial prospects would be monumental.
### The Infinite Bernabéu Project Takes Shape
Real Madrid has established a dedicated division focused on technological advancements within its organizational framework. This unit, known as the Transformation Department, operates under the direct supervision of CEO José Ángel Sánchez. The division, labeled ‘RM Next,’ is dedicated to exploring digital and metaverse opportunities for Real Madrid, concentrating on six key areas: e-health, performance, fan engagement, audiovisual content creation, cybersecurity, and technological and social infrastructure. They even maintain their own website. As Pérez announced a year ago, he is personally overseeing the negotiations with Apple to bring the Infinite Bernabéu project to life, ensuring the club transitions into a modern era.
The club aims to emulate the successful initiatives of the NBA, NCAA (college football), and Manchester United, who have already ventured into the metaverse. The NBA and NCAA were pioneers in commercializing games within this digital realm, boasting the most advanced experiences. Pérez and the club’s goal is to offer various seating options—from courtside views to behind-the-goal perspectives—to billions of users at the same time. To achieve this, matches would need to be recorded with 360-degree cameras alongside traditional broadcasting methods. This setup would create an experience where fans in the metaverse feel as if they are sitting in the stands next to real attendees at the Bernabéu stadium.
While the technology currently enables a fully immersive experience, there are numerous challenges still to overcome. Costs are a significant factor—both in terms of broadcasting and accessibility for fans. For instance, Apple’s Vision Pro virtual-reality headset retails for approximately $3,500 in the U.S., and for optimal experience, users would also need spatial-audio AirPods that can adapt sound direction based on head movements and the action taking place. This would provide a realistic visual and auditory experience. Many other brands offer more budget-friendly VR headsets capable of supporting 4K resolution.
The ambitious plan sees Madrid aspiring to lead in this innovative space. However, a significant hurdle is that smartphones currently dominate the market, making it a challenge to persuade the general public to invest in more expensive devices like VR headsets. This is particularly true for younger fans. Research indicates that only 5% of Gen Z and millennial viewers engage with VR technology, while 70% express interest and 63% are willing to pay for such experiences. Although immersive viewing could be enticing, younger audiences are accustomed to watching sports while simultaneously checking statistics and engaging with comments. This presents a real challenge, along with the legal complexities of whether clubs can independently monetize their content. Madrid is already taking steps to ensure that its new stadium will have limitless capacity in the metaverse.
### The Premier League’s Virtual Ventures
Top European clubs are rapidly advancing into the virtual arena. Competing directly with Real Madrid are Manchester United and Manchester City. In February 2022, City became the first club to announce plans for a virtual stadium in the metaverse—a concept that Pérez is now exploring. This project is in collaboration with the Japanese technology firm Sony. Meanwhile, Manchester United is ahead in the race. In August 2024, they unveiled a groundbreaking immersive event at a unique venue called the DOMO in Los Angeles, where the opening Premier League match against Fulham was projected.
Inside the DOMO, seating was arranged to simulate a stadium environment, enveloped by a massive high-resolution LED screen measuring 892 square meters. This setup created a captivating illusion of being in the heart of the match, fully immersing attendees in the atmosphere, complete with stadium sound. The event was orchestrated by Cosm, a company specializing in immersive experiences. One of its executives described it as “more than a front-row seat.” Attendees at the venue enjoyed the game as if they were among the 75,000 fans in Old Trafford. Ticket prices ranged from $22 for general seating to over $100 for premium areas that replicated the best seats.
United has formed a partnership with Cosm, recognized as one of the leading shared-VR companies globally, and has also established an internal division dedicated to enhancing its metaverse presence. This initiative, dubbed Web3, aims to extend beyond merely creating a virtual Old Trafford; it seeks to provide fans with opportunities for digital ownership. The club is already offering matches viewable in the metaverse through platforms such as Sky Worlds, Oculus Quest, and Horizon Worlds.
