Napster, previously known as Infinite Reality, has teamed up with Turkish football giant Fenerbahçe to launch a groundbreaking 3D, AI-powered virtual store exclusively through Fenerium, the club’s official retail platform. Following the success of SL Benfica’s immersive store, this partnership strengthens Napster’s leadership in delivering innovative, fan-focused digital experiences.
Napster partners with Fenerbahçe for Turkey’s first 3D virtual store.
AI-powered platform offers multilingual, real-time shopping assistance.
Fans access over 50 customizable 3D products, including Adidas kits.
No app or hardware needed; store is accessible via Fenerbahçe’s website.
90% of Gen Z are gamers, driving demand for interactive experiences.
Partnership enhances fan engagement for digitally-native consumers.
The Fenerbahçe virtual store leverages Napster’s advanced technology to create a gamified, interactive shopping experience. Research indicates that 90% of Gen Z identify as gamers and 82% of sports fans use mobile devices during events, highlighting the demand for engaging digital platforms. The store’s spatial, game-like environment allows fans to interact with 3D product models, meeting the expectations of young, tech-savvy consumers.
A key feature of the virtual store is its embodied AI shopping companion, which engages fans in multi-language conversations via real-time video chat. This AI assistant guides users through the platform, enhancing personalization and ease of use. “It is incredibly rewarding to see our solutions thrive on a global stage across the sports and entertainment sectors which benefit from massive, passionate fan bases,” said Sam Huber, CEO of MENA and Global President of Enterprise for Napster.
Accessible directly through Fenerbahçe’s website, the store requires no app downloads or specialized hardware, ensuring global reach. Fans can explore over 50 products in 3D, including the club’s new Adidas kit, with customizable options like jerseys. This seamless, interactive experience bridges the gap between physical and digital retail, offering a personalized shopping journey.
The initiative goes beyond commerce, aiming to deepen emotional ties between Fenerbahçe and its global fanbase. “We believe this initiative not merely as a commercial endeavor, but as a strategic step to deepen the emotional connection between our fans and the club in the digital sphere,” said Esin Güral Argat, Board Member of Fenerbahçe SK and Chairman of The Board of Fenerium. The store sets a new standard for fan engagement in sports retail.
This partnership marks a significant milestone in digital retail innovation. By combining Napster’s AI and 3D technology with Fenerbahçe’s passionate fanbase, the Fenerium virtual store redefines how sports clubs connect with supporters, offering a scalable model for immersive fan experiences.
Napster is an innovation company powering the next generation of digital media and ecommerce through spatial computing, artificial intelligence (AI), and other immersive technologies. Napster’s suite of cutting-edge technology, production, marketing services, and other capabilities empower brands and creators to craft immersive experiences that improve audience engagement, data ownership, monetization opportunities, and brand health metrics. For more information, visit www.napster.com.
Fenerium is the official retail brand and merchandising arm of Fenerbahçe Sports Club, offering a wide range of licensed products including official team kits, fan apparel, accessories, and lifestyle collections. With both physical stores and a robust e-commerce platform, Fenerium plays a central role in bringing fans closer to the club. As the exclusive destination for official Fenerbahçe merchandise, Fenerium continues to innovate in fan engagement and retail experiences — now including Turkey’s first AI-powered 3D virtual store.
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