Following the national team’s World Cup victory in Qatar, Argentine’s football association has partnered with metaverse platform Upland.
Quick Take:
- The Argentine Football Association (AFA) will license Upland’s metaverse to the country’s professional football league.
- Argentine football teams, clubs, players, tickets, game highlights, historical moments, and other exclusive offers are expected to be gamified.
With an official licensing deal between the Argentine Football Association (AFA) and the Silicon Valley-based company, the country’s professional football league will be the first to enter Upland’s metaverse.
Argentina Football League X Upland
The AFA will incorporate the Liga Profesional de Ftbol (LPF) into Upland’s metaverse platform. This will result in better fan engagement among Argentine football fans, teams, and players.
Gamified opportunities are expected to include a wide range of Argentine football digital collectibles. Examples include teams, clubs, players, tickets, game highlights, historical moments, and other special offers.
The partnership also represents a first for Upland, as it grants the company exclusive ownership of match highlight videos. Furthermore, NFT sales will generate a new revenue stream for the Argentine premier league as users buy, sell, and trade licensed digital assets.
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Upland will also let users start virtual businesses to sell LPF digital collectibles in shops. The metaverse platform is planning a digital version of the world that will include digital land ownership, the creation of digital assets, and a virtual economy.
The agreement with the Argentine Football Association follows Upland’s previous collaborations with FC Porto of Portugal and FIFA itself. Upland offered licensed digital collectibles for the 2022 World Cup in Qatar. It also includes highlights from the recently concluded tournament, under the latter agreement.
Web3 and Sports
In the past few years, the worlds of sports, cryptocurrencies, and blockchain have become more and more connected. In August 2022, Formula 1 filed trademarks for goods and services that use NFT and cryptocurrency. At the same time, teams like McLaren and Red Bull Racing looked into their own Web3 and NFT offerings.
This year, the popularity of the fan token platform Socios has continued to grow. Additionally, the cryptocurrency exchange OKX has increased its marketing efforts by signing a sponsorship deal with the current English Premier League champions, Manchester City.
Lastly, Cristiano Ronaldo, the captain of Portugal, has also joined Web3 through an exclusive deal with Binance to release a series of NFT collections over a number of years.
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