Leinster Rugby tackles the metaverse with events in the virtual world

In partnership with tech consultancy BearingPoint, the club aims to have a virtual experience ready for fans by the start of next season this autumn

Kevin Quinn, head of commercial and marketing at Leinster Rugby and Gillian O’Sullivan, country leader for BearingPoint Ireland. Picture: Shane O'Neill, Coalesce

Leinster Rugby’s immediate concern may be next weekend’s European Champions Cup final, but the club is also planning for a digital future. Last week, it used a virtual Aviva Stadium to announce a partnership with BearingPoint, a technology consultancy, to create new experiences in the metaverse for its supporters and sponsors.

The metaverse is a virtual environment where users don headsets to enter an entirely digital world, then create virtual representations of themselves to attend ...