Napster brings revolutionary 3D shop for Fenerbahçe fans!

Napster brings revolutionary 3D shop for Fenerbahçe fans!

On August 26, 2025, Napster, previously known as Infinite Reality, announced a landmark partnership with Turkish football club Fenerbahçe. The aim of the cooperation is to launch a 3D-based, AI-supported virtual shop, which will be provided within the official retail platform Fenerium. This is another step for Napster to cement its position as a provider of immersive digital experiences, following the recent launch of a similar store for the SL Benfica. Sam Huber, CEO of Napster, highlights that the platform has recorded over 150 million digital interactions and is therefore internationally known.

The innovative concept of the virtual shop will be accessible to millions of fans worldwide. “90% of Generation Z identify as gamers, and 82% of sports fans use mobile devices for content during events,” explains Huber. The platform offers users a playful environment in which they can explore products through interactive 3D models.

Unique features of the virtual shop

Particular attention is paid to the functionality of a virtual shopping companion. This AI-based support makes it possible to communicate in multiple languages ​​via real-time video chat. Customers worldwide can conveniently access the store via Fenerbahçe's website, without the need for an app or special hardware.

With over 50 products, including new Adidas gear, the shop offers a wide range of 3D merchandised material, allowing for customization of jerseys and other items. This latest initiative aims to deepen the emotional bond between fans and the club, as emphasized by Esin Güral Argat, a Fenerbahçe board member.

Steps into the future: AI and digital transformation

The partnership between Napster and Fenerbahçe is part of a larger trend where companies are increasingly turning to AI technologies to transform the customer journey. According to IBM, which is intensively engaged in the integration of AI into the e-commerce environment, there are four key applications that are driving these changes: business model modernization, dynamic product experience management (PXM), order intelligence and security solutions in the area of ​​payments.

Effective AI solutions create personalized shopping experiences and increase customer loyalty and engagement. Transparent and trustworthy solutions are crucial to avoid negative experiences and gain consumer trust. Only 14% of customers are satisfied with their online purchasing experiences, highlighting the need to optimize digital commerce with the help of AI.

The coming developments in 3D and AI-powered shopping could revolutionize the way fans interact with their favorite clubs and open up new business opportunities in the virtual space. The combination of immersive technologies and smart AI will enable companies to succeed in a competitive market while strengthening loyalty with customers.

Further information on this exciting development can be found in the reports from OTS, Napster and IBM.