Courtney Jeffries, the founder of VRTL, describes herself as a "recovering sports executive." After nearly two decades in marketing and sales roles with prominent teams like the Oakland Raiders and New York Rangers, she made a significant career shift to pursue her startup ambitions. Her experience in the industry revealed a critical gap in fan engagement, especially concerning fans outside of arenas. Jeffries identified this opportunity while working on fan retention initiatives at Madison Square Garden, realizing that much attention was focused on arena fans.

Jeffries launched VRTL in 2022 as a comprehensive platform to assist entertainment companies, such as sports teams and record labels, in leveraging the potential of virtual fan experiences. "It's a very versatile platform that combines livestream, video chat, and our proprietary suite of fan engagement experiences," she explained. This multifaceted approach is designed to enhance fan loyalty by offering unique virtual interactions.

What sets VRTL apart from typical livestream or video chat services is its focus on providing clients with valuable data along with specialized fan engagement tools. A standout feature allows celebrities to sign autographs virtually, which personalizes the experience for fans. For instance, a soccer star might create a.gif of a memorable play, personalizing it for each fan. Additionally, virtual meet-and-greet events significantly reduce costs compared to in-person gatherings, which often involve venue rentals, security, and staffing challenges.

Jeffries contrasts VRTL with platforms like Zoom, stating that while Zoom is effective for business meetings, it lacks optimization for fan experiences. She shared that pilot events held on VRTL have achieved a remarkable 60% conversion rate to paying customers. One notable client is the NFL's Atlanta Falcons, who utilize VRTL to host exclusive meet-and-greet events for season ticket holders and former players. These events include personalized interactions and even celebratory songs like "Happy Birthday," fostering a sense of community among fans.

VRTL operates on an annual contract model with tiered pricing based on the type of events clients wish to conduct. This structure allows clients unlimited access to the platform and the flexibility to incorporate sponsors into their events. In addition to the Falcons, VRTL has partnered with various high-profile organizations, including the Jacksonville Jaguars and Minnesota Twins. For the Jaguars, VRTL facilitated the cultivation of a fanbase in London, coinciding with the team's participation in four games there over two years.

Despite the challenges of introducing innovative concepts like remote fan engagement in an industry that often relies on traditional methods, Jeffries remains optimistic. She recalls her time with the Raiders when Twitter first launched and the skepticism surrounding it. "Everyone was like, 'What the hell, no one’s going to communicate in 140 characters,'" she reminisced. Yet, social media has since become integral to sports marketing, demonstrating the industry's capacity for adaptation.

In conclusion, VRTL aims to revolutionize the way sports organizations engage with their fans. By combining technology and unique experiences, it creates opportunities for deeper connections and loyalty, positioning itself as a game-changer in the entertainment and sports landscape.

TECHCRUNCH