2 days ago
SL Benfica launch first-ever immersive store with AI concierge
Infinite Reality, a global leader in immersive digital experiences, announced a landmark partnership with SL Benfica, one of Europe's most storied football clubs, to launch the Benfica Immersive Store.
This immersive web experience allows fans to engage with the club's content and shop the latest merchandise, all with a dynamic, lifelike multi-lingual AI concierge that assists customers in real time, helping them find products inside a Benfica-branded 3D locker room.
Available now on the team's website at and built using Infinite Reality's proprietary software, the Benfica Immersive Store launch is the first time a professional football club has leveraged a virtual experience to power their official merch store. The innovative experience raises the bar for digital fan engagement, launching at a time when 76 per cent of Gen Z customers say they'd recommend brands that deliver standout online experiences.
'Sports fans today crave deeper connections with their favourite clubs beyond traditional media,' said Sam Huber, CEO of Mena and Global President of Enterprise at Infinite Reality.
'Benfica is redefining the online fan experience—combining immersive 3D environments, seamless commerce, and AI-powered personalisation to deliver engagement at global scale. This model allows any team, club, athlete, or major sporting event to meet fans where they are and elevate fandom beyond the field through interactive, gamified experiences.'
The Benfica Immersive Store, was built leveraging Infinite Reality's full stack of immersive software and services to drive revenue and brand engagement, including strategy and concepting, 3D design, AI agent training, engineering, hosting, analytics and more.
"At Sport Lisboa e Benfica, we're constantly seeking innovative ways to connect with our global fanbase," said José Gandarez, Vice President at SL Benfica. "This immersive platform developed with Infinite Reality Enterprise represents the future of digital fan engagement. 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, access content, and feel closer to the team regardless of their physical location."
Founded in 1904, Sport Lisboa e Benfica is the most decorated club in Portugal, and one of the most decorated in Europe, with 83 official trophies and 38 national titles.
