Benfica launches first Immersive Store with AI assistant

Sport Lisboa e Benfica has just launched a pioneering digital innovation: the Benfica Immersive Store, an interactive, three-dimensional experience developed by global technology company Infinite Reality (iR).

This is the first time that a professional football club has created an official store with an intelligent, multilingual concierge, offering fans a new way to connect with the Club.

Available on the official website, Benfica's Immersive Store allows fans to explore a virtual locker room, view official club merchandise in 3D, and interact with a realistic AI assistant, all without having to download apps or use special devices.

"At Sport Lisboa e Benfica, we are always looking for innovative ways to connect with our fans around the world," said José Gandarez, vice president of SL Benfica.

"This new platform, developed with Infinite Reality, represents the future of digital fan engagement. As we prepare for our debut in the FIFA Club World Cup, we are proud to offer our members and fans a new way to experience the Club," said the executive.

Key Features of Benfica's Immersive Store:

• AI shopping concierge: an intelligent assistant, with voice control and available in several languages, helps fans browse and purchase Club merchandise;

• Virtual 3D store: Benfica's official products are presented in an interactive and engaging environment;

• Exclusive content from the FIFA Club World Cup: behind-the-scenes access and special moments from Benfica's historic participation in the tournament;

• Intuitive navigation: works directly in the browser, no additional installation required.

"Benfica is redefining the digital fan experience," said Sam Huber, global president of Enterprise and CEO of MENA at Infinite Reality. "This platform goes beyond simply selling products—it's a new way to create emotional connections with fans, combining immersive technology with artificial intelligence personalization," he said.

The partnership between SL Benfica and Infinite Reality positions the Club at the forefront of digital innovation in world football. The experience was created with the full support of Infinite Reality's solutions, including 3D design, AI agents, engineering, hosting, and generative web tools for real-time interaction.