Bundesliga Clubhouse

Bundesliga goes Roblox: Pioneering Virtual Fan Engagement

Virtual worlds are redefining how brands connect with next-gen audiences. With its debut on Roblox, the Bundesliga became the first European football league to enter one of the most popular digital spaces for Gen Z and beyond.

As a first-mover in European sports, the Deutsche Fußball Liga (DFL) partnered with BUILD A ROCKET to launch Bundesliga Clubhouse, an interactive activation integrated across five different Roblox experiences. Featuring high-energy obstacle courses ("obbies"), a free-kick simulator, and exclusive UGC items, it brought the excitement of the Bundesliga into the virtual world, giving fans new ways to engage with their favorite league.

The results spoke for themselves: over 1.3 million visits in the first four days. By embracing virtual worlds, the Bundesliga unlocked a new era of digital fandom—where engagement isn’t just watched but experienced.

METAVERSE ACTIVATION / VIRTUAL WORLDS / GAMING MARKET ENTRY

Creative Agency: BUILD A ROCKET
Markets: Germany
2024