SPAIN Law and Practice Contributed by: Joaquín Jofre Fernández-Abascal, Jofre Sports Law
10.3 The Metaverse The metaverse in Spain has transitioned from purely speculative “land grabs” to experiential fan zones and digital twins of iconic sports infrastructure. It serves as a bridge for clubs to connect with younger, global audiences who consume sports through interactive
prohibited, with very narrow exceptions – a rule already impacting Spanish stadiums. Spanish Agency for AI Supervision (AESIA) Spain is the first EU country to establish a dedicated agency (AESIA) to oversee AI compliance and enforce the AI Act. Spanish Data Protection Agency (AEPD) The AEPD actively monitors AI’s use of biometric data. For example, in late 2024, it fined CA Osasuna EUR200,000 for unauthorised facial recognition at El Sadar stadium. How AI is Used in Spanish Sport Sports organisations and brands in Spain are leverag - Clubs such as Valencia CF and Getafe CF use AI to analyse real-time biometric data (heart rate, muscle fatigue) to predict injury risks before they occur. Scouting and recruitments LaLiga and its clubs utilise machine learning to evalu - ate global player metrics, market value and tactical fit, reducing subjectivity in high-value transfers. Fan engagement and monetisation Brands and broadcasters use AI for automated high - light generation, personalised commentary styles, and targeted advertising that delivers real-time offers dur - ing match breaks. ing AI to optimise three main areas. Performance and injury prevention
platforms rather than linear TV. Practical Applications in Spain Stadium digital twins
Major clubs such as Real Madrid and Atlético de Madrid have launched 1:1 digital replicas of their sta - diums. These allow global fans to visit the dressing rooms and trophy rooms and sit in the stands using VR headsets or browsers. Virtual ticketing Organisations are experimenting with virtual VIP seats, where fans pay for a premium 360-degree immersive view of a live match from a perspective (such as the dugout) that is not available on traditional broadcast. Immersive training High-performance centres in Spain use the metaverse for tactical visualisation, allowing players to “walk through” set-piece strategies in a simulated environ - Sponsors are moving away from static logos. Brands create interactive challenges within a club’s virtual world, rewarding winners with discounts on physical merchandise or real-world tickets. Phygital merchandising Through partnerships with platforms, Spanish clubs sell “phygital” items – digital jerseys for avatars that come with a discount code for the physical version of the shirt. ment before executing them on grass. Use by Organisations and Sponsors Branded mini-games
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