Soccer is big business (probably everywhere in the world except for the USA). Millions of fans worldwide go to see their heroes battle on the pitch each weekend. Everyone has an opinion about soccer, in the Netherlands we've got a saying; "we've got 16 million national team coaches" everyone knows how to play the game and thinks he can do better. No wonder that soccer games and soccer management games have been extremely popular for years.
In the recent boom of virtual worlds, it's no wonder we're seeing virtual soccerworlds arrive, such as World of Soccer and Football Superstars. In Second Life we've also seen the first signs of football / soccer clubs appear in the past year. We've had the Amsterdam ArenA, home of AFC Ajax and AC Milan's San Siro stadium which we're nice builds, but no more than that.
These two builds didn't originate from the clubs though and Rotterdam based Feyenoord is the first club that actually enters Second Life officially, though not with a virtual representation of their stadium, they're a lot smarter (mind you, I'm no fan)
Soccerfans are loyal customers. It's an almost certain guarantee they'll stick to your brand and spend their money on the latest clubshirts and other club memorabilia, and they're great brand promotors as they'll wear your brand everywhere they go, even in Second Life. has seen that clothes are one of the key assets in virtual worlds and that mobile branding / avatar marketing is the fastest way to get your name around. Feyenoord has contracted Dutch content creators SLionhead to establish their virtual foothold in Second Life. The build is what appears to be a virtual club home; tv-screens, historic matches, live matches, virtual goodies and so on. I say appear to be as I haven't seen it with my own eyes. I've seen bits and peaces on the small vid from Feyenoord.tv posted on the SLionhead blog here.