Argentine soccer league achieves Metaverse partnership after World Cup triumph
Argentine soccer league achieves Metaverse partnership after World Cup triumph
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Argentina’s World Cup triumph in Qatar is already bearing fruit for its national football association through a new Metaverse partnership.
The country’s professional football league will make its first foray into Upland’s metaverse through an official licensing agreement between the Argentina Football Association (AFA) and the Silicon Valley-based company.
The deal sees the AFA bring the Liga Profesional de Fútbol (LPF) to Upland’s Metaverse platform to drive fan engagement between Argentine football fans, teams and players.
Playing opportunities are touted to include a variety of digital Argentine football collectibles including teams, clubs, players, tickets, match highlights, historical moments and other exclusive offers.
The partnership also marks a first for Upland as it offers exclusive ownership of highlight videos of moments from LPF games. The sale of a variety of non-fungible tokens is expected to provide a new revenue stream for Argentina’s top flight as users buy, sell and trade licensed digital assets.
Upland also offers users the ability to create virtual businesses to resell LPF digital collectibles in user-owned and operated stores on virtual lots. The Metaverse platform is designing a digital version of the world designed to provide digital land ownership, asset creation, and a virtual economy.
The agreement with the Argentine Football Federation builds on Upland’s partnerships with Portuguese giants FC Porto and FIFA itself. Under the latter agreement, Upland offered licensed digital collectibles for the 2022 World Cup in Qatar, including highlights from the recently concluded tournament.
Related: Fan tokens are struggling to hold their own as the World Cup quarterfinals draw nearer
The worlds of sports, cryptocurrencies and blockchain have become increasingly intertwined in recent years. Formula 1 submitted brands including NFT and cryptocurrency-based goods and services in August 2022, while the likes of McLaren and Red Bull Racing explored their own Web3 and NFT offerings this season.
Meanwhile, fan token platform Socios has continued to grow this year despite tough market conditions. Cryptocurrency exchange OKX has also ramped up its marketing efforts, signing a sponsorship deal with current English Premier League champions Manchester City in 2022.
Portugal captain Cristiano Ronaldo also joined the world of Web3 through an exclusive partnership with Binance to launch a series of NFT collections in a multi-year deal.
