Interview: Former Liverpool CEO Peter Moore predicts a revolution for football as it starts moving to an interactive, virtualised world

7 October 2021

Photo: PR Peter Moore showcased the innovation from Unity to delegates at the Leaders Week sports business conference in London this week.

Peter Moore believes football needs to leverage the ‘metaverse’ – shared, 3D virtual spaces that directly replicate the real world – in order to maximise opportunities across broadcasting, fan engagement and commercial partnerships. 

“I think this gives you a lot to Generation Z to bring them back in, because they're seeing the sport in the way that they've been used to seeing it,” he says.

But he tells that the opportunity goes way beyond the game itself, as through the metaverse clubs will be able to engage with fans at a far more personalised level.

Moore, who prior to joining Liverpool was president of EA Sports, is now senior VP and general manager, sports & live entertainment at the American firm Unity.

Jonathan Dyson

Peter Moore, the former Liverpool CEO, has outlined a vision for the future of football in which interactive content, multiple data points and deeply personalised experiences will transform almost every aspect of a club’s operations.

Moore, who was at the helm at Anfield for three years from June 2017 to August 2020, when it won the Premier League, Champions League, and Club World Cup, is now senior VP and general manager, sports & live entertainment at the American company Unity, which he joined in January.

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