SL Benfica, one of Europe’s most historic football clubs, has just taken a leap into the future of digital fan engagement.
In a landmark partnership with Infinite Reality™ (iR)—a global pioneer in immersive experiences—Benfica has launched the Benfica Immersive Store: a groundbreaking 3D, AI-powered online platform where fans can interact with team content and shop official merchandise in a virtual locker room environment.
Accessible directly from slbenfica.pt, this web-based experience is the first of its kind in professional football, requiring no headset or downloads. Designed to appeal to digitally native fans, especially Gen Z (76% of whom prefer brands that deliver standout digital experiences), the store seamlessly blends storytelling, commerce, and AI-driven personalization.
Key Features:
- Agentic AI Shopping Concierge: A multi-lingual AI guide helps fans find products and navigate the platform using natural voice commands.
- 3D Locker Room Merch Store: Fans walk through a virtual Benfica locker room while browsing the latest kits and gear.
- Exclusive FIFA Club World Cup Content: Behind-the-scenes media from Benfica’s journey to the tournament.
- Mobile & Desktop-Friendly: Smooth, intuitive UX ensures fans of all tech levels can participate.
“Benfica is redefining the online fan experience—combining immersive 3D environments, seamless commerce, and AI-powered personalization to deliver engagement at global scale.”
— Sam Huber, CEO of MENA and Global President of Enterprise, Infinite Reality
“As we prepare for our FIFA Club World Cup debut, we’re proud to offer supporters a new and exciting way to experience our club.”
— José Gandarez, Vice President, SL Benfica
This activation is more than a merch store—it’s an engagement ecosystem. Infinite Reality’s platform powers real-time interactions using their proprietary tech stack: concept strategy, 3D design, AI training, engineering, analytics, and generative web tools. Previously used by major brands like Swarovski and J. Crew, the tech now makes its debut in the football space.
Fans worldwide can experience it now—available globally on both desktop and mobile.
Why This Matters
At 365247 Consultancy, we see the Benfica x Infinite Reality activation as a defining moment for digital fan engagement in sports.
This is:
- Immersive commerce meeting football culture
- A new benchmark for interactive storytelling beyond broadcast
- Proof that clubs can unlock global digital revenue without geographical constraints
For forward-thinking clubs, leagues, and sponsors, this shows how to:
- Build scalable fan ecosystems powered by AI
- Drive merch sales through experience, not just transaction
- Convert casual browsers into emotionally-invested superfans
We help clubs and brands come up with unique experiences that turn attention into loyalty and storytelling into sales. Book your introductory call with us here.
Join the 365247 Community here.
IMAGE: SL Benfica
