NFL Partners With Roblox to Bring the Super Bowl to the Metaverse

The NFL has partnered with Roblox to create a series of virtual experiences ahead of Super Bowl LVII. 

Under the collaboration, Roblox is being used as a platform for an experience dubbed “Super NFL Tycoon.” The new simulation offers users the chance to experience being an NFL team owner, undertaking tasks from drafting a team and building an "Intuit Stadium," to managing cash flow, payroll, taxes and customer acquisition with the help of Intuit's products. 

In addition to the experience, Roblox is also hosting a virtual concert for the NFL’s Super Bowl LVII pregame on Feb. 10, featuring musician Saweetie. 

The virtual concert will take place at 7 p.m. ET in Warner Music Group’s Rhythm City, a new destination on Roblox announced earlier this week, and will re-air every hour until Feb. 12.

"I'm really excited to bring this iconic moment to the metaverse and share my music with a whole new audience in such a unique way,” said Saweeti. “As an artist, innovator, and football fan, to be able to perform during Super Bowl LVII weekend in this new world – Rhythm City on Roblox – is something I never imagined that I would be involved in. I am very grateful and happy about this opportunity. I can't wait for fans to experience what we've created."

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Fans who virtually attend the Saweetie Super Bowl Concert can also get digital items, such as clothes or hairstyles on the Roblox marketplace, or win items by finishing challenges. 

A designated portal will be set up to allow users to move seamlessly from the Super NFL Tycoon to the virtual concert in Rhythm City.