---
title: Horse Racing In The Metaverse – AB InBev & Virtually Human Studios
description: Lindsey McInerney of AB InBev + Roman Tirone of Virtually Human Studios discuss their first-to-market collaboration on Zed.Run.
---

[VentureFuel POV ](https://blog.venturefuel.net/pov)

# [Horse Racing In The Metaverse – AB InBev & Virtually Human Studios](https://blog.venturefuel.net/pov/horse-racing-in-the-metaverse-abinbev-virtually-human-studios)

 Written by [Fred Schonenberg](https://blog.venturefuel.net/pov/author/fred-schonenberg) | Jul 14, 2021 12:22:46 PM

## "When we have a magnitude of a brand like Stella Artois, AB InBev introduced into an ecosystem that hasn’t really been dominated by corporate sponsors, it’s a signal of what’s possible in the future."

Lindsey McInerney, the Global Head of Technology & Innovation at Anheuser-Busch InBev and Roman Tirone, the Global Head of Partnerships at Virtually Human Studios discuss their first-to-market collaboration on Zed.Run - a virtual horse racing platform which is the talk of the crypto world where steeds are fetching 6 figure sums.

 

The partnership brings the iconic Stella Artois brand front and center in the virtual economy and places them atop of the NFT mania.

 

It’s a masterclass in embracing what’s next now and combines the best of crypto, NFTs, esports, streaming and brand sponsorship.

 

They discuss the next generation of the internet: experiential web; how industry leading FMCG companies can collaborate with emerging technologies; and how brands should think about meeting consumers where they are - to engage with their audiences on new platforms. 

 

 

 

VentureFuel builds and accelerates innovation programs for industry leaders by helping them unlock the power of External Innovation via startup collaborations. 

 

[View full post](https://blog.venturefuel.net/pov/horse-racing-in-the-metaverse-abinbev-virtually-human-studios)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Fred Schonenberg"
  },
  "dateModified" : "2024-04-18T19:07:50.285Z",
  "datePublished" : "2021-07-14T12:22:46Z",
  "headline" : "Horse Racing In The Metaverse – AB InBev & Virtually Human Studios",
  "image" : {
    "@type" : "ImageObject",
    "height" : 1030,
    "url" : "https://9106794.fs1.hubspotusercontent-na1.net/hubfs/9106794/RacingInTheLifeArtois_2340x1030_01-1.png",
    "width" : 2340
  },
  "mainEntityOfPage" : "https://blog.venturefuel.net/pov/horse-racing-in-the-metaverse-abinbev-virtually-human-studios",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "VentureFuel POV"
  }
}
```