The NFL partners with Roblox ahead of Super Bowl 2021

The National Football League partnered with Roblox Corp RBLX on a metaverse experience and live virtual concert ahead of Super Bowl LVII. The partnership follows a deal between the NFL and Roblox before the Super Bowl last year.

What Happened: The NFL announced that it will host a free virtual concert with hip-hop artist Saweetie at 7 p.m. The concert is presented by Intuit INTU. The concert will re-air every hour until Super Bowl LVII on Sunday, February 12, 2023.

The concert will take place in Warner Music Group's Rhythm City, a new music themed area of Roblox that was announced earlier this week by Warner Music Group WMG.

Saweetie's concert will be family-friendly, according to the NFL, and feature a fully motion-captured performance of her hit songs.

I am very excited to share my music with a whole new audience in such a unique way and bring this iconic moment to the metaverse! As an artist, innovator, and football fan, to be able to perform during Super Bowl LVII weekend in this new world — Rhythm City on Roblox — is something I never imagined I would be involved in, Saweetie said.

The NFL will launch the Super NFL Tycoon on February 4, along with the virtual concert. The new experience follows the 2022 NFL Tycoon and is sponsored by Intuit.

The NFL's latest experience on Roblox will allow millions of users to live the fantasy of being an NFL team owner and practice important financial and business skills with Intuit's help, the NFL said.

Players will create a stadium, draft a team and manage items like cash flow, payroll taxes and customer acquisitions.

Related Link: Why are Roblox Shares Popping Off?

Why is it important that Roblox has 61.5 million daily active users in the month of December and remains one of the most played games in the world.

Roblox hopes to unlock deeper fan engagement with the Roblox partnership and virtual concert. People who take part in the concert can use virtual items to increase engagement for the NFL, because there are a number of virtual items that will be unlockable.

Companies like Sony, Spotify and Nike have partnered with Roblox to increase engagement on products and potential appeal to a younger demographic.

The NFL is one of several sports leagues that have bets on future fan growth through the metaverse and the launch of non-fungible token. The league has partnered with Dapper Labs to create NFL All Day NFTs where fans can compete in fantasy football-style challenges and own video moments.

With all eyes on the NFL for Super Bowl LVII, Roblox investors are hoping that the virtual concert and NFL games bring new players to the game and keep gamers engaged.

The Super Bowl Halftime ShowSuper Bowl Halftime Show is one of the key events of the big game, and could see Apple Music take over as the sponsor of the event, a unit of Apple Inc AAPL. Rihanna is the halftime performer for this year's Super Bowl.

RBLX Price Action: Roblox shares are down 1% to $40.02 on Friday compared to a 52 week trading range of $21.65 to $73.71.