Benfica and Infinite Reality Build Football’s First Virtual Store

Portuguese football giant SL Benfica has launched a new 3D virtual merchandise store in partnership with immersive tech company Infinite Reality, becoming the first football club to offer an AI-powered retail experience of its kind. The platform, now live via Benfica’s official website, reimagines the traditional e-commerce journey by combining spatial design with intelligent, multilingual customer interaction.

Fans entering the store are transported into a fully branded virtual locker room environment where they can browse, interact with and purchase official Benfica merchandise. Unlike standard digital stores, the experience is built entirely in-browser and requires no download, enabling instant accessibility across desktop and mobile devices.

Central to the experience is a next-generation AI assistant capable of answering both shopping and club-related queries. The virtual concierge utilises natural language processing to provide product suggestions, explain sizing, recommend kits based on match schedules and answer questions about player lineups or fan promotions. Fully voice-enabled and available in multiple languages, the AI agent is designed to serve Benfica’s expansive international fanbase while delivering a personalised, intuitive experience.

The launch is part of Benfica’s push to modernise its digital offering and engage Gen Z audiences who increasingly value experiential interaction over conventional shopping interfaces. With gamified exploration, conversational commerce and rich visualisation, the club hopes to convert more online visitors into buyers while strengthening brand loyalty across its global community.

Infinite Reality, the club’s tech partner, brings deep expertise in spatial design and AI. Its platform integrates real-time analytics, product rendering and interactive features across a scalable architecture, making it adaptable for future club expansions or promotions. The company has also signalled plans to introduce augmented reality (AR) try-on functionality and shared shopping sessions, turning the virtual store into a socially connected fan hub.

For Benfica, the store represents more than a digital upgrade; it’s a strategic move to future-proof the club’s commercial model. As more teams explore new ways to connect with international supporters, immersive commerce is increasingly seen as the next step in monetising fan engagement.