Chelsea FC has become the first professional sports club to start selling virtual items of clothing online, after linking up with the rapidly-growing Rawr Messenger platform.
Rawr is an avatar-based messaging app, which allows users to chat to each other in traditional text format – as well as create a personalised 3D avatar that can be dressed and equipped with items.
Chelsea will launch an official digital store on Rawr, which will allow users to buy the official kit for their avatar to wear – as well as a range of other items of clothing – such as scarves and hats.
It is the first time ever that 3D wearable items are available to purchase within a messaging app and the first relationship between Rawr and sports.
Chelsea FC chair Bruce Buck said: “This ground-breaking relationship puts us at the front of the pack when it comes to digital innovation among professional sports clubs, and we cannot wait to see how Chelsea supporters interact with each other, and their other friends, all over the world.”
Products on Rawr – including the Chelsea kits – can be purchased with in-app currency, which can be bought outright or accrued over time.
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