With the idea of capitalizing on the selling power of the World Cup in Qatar, brands resort to all kinds of marketing strategies.
The latest development in this regard occurred this Monday, December 5, when an agreement was announced between two of the sponsors of the event that takes place in Doha and that already has Argentina, the Netherlands, England and France in the quarterfinals: Coca- Cola and Crypto.com
Indeed, the most relevant brand of soft drinks and the crypto platform that sponsors the World Cup, they released a series of NFTs (non-fungible token) whose images are based on the heat maps of all the matches that have been played and those that are going to be played until the final, on December 18.
The NFTs are to be developed and hosted on the Crypto.com NFT platform by GMUNKa digital artist who has previously worked with Nike, DoorDash and musician Grimes.
The 10,000 NFTs were generated from tracking player movements in Qatar World Cup matches and will be on sale for fans who enjoy the sport and are adept at crypto developments.
Coca-Cola, cryptocurrencies, NFTs and the big sporting events
Coca-Cola’s strategy of linking the World Cup with cryptocurrencies and NFTs is being applied by different companies and brands.
BetDEX, for example, is a blockchain-based sports betting exchange that was launched recently on the Solana mainnet, coinciding with the World Cup. The exchange has zero fees on bets placed on Qatar matches.
Another example is the giant Binance, which hired Cristiano Ronaldo to launch its NFT collection.
The non-fungible token of the Portuguese give holders the right to different benefits: such as participation in raffles and personal messages from the player himself.
Budweiser is also very active, releasing an NFT collection that features live scores for the tournament.
FIFA itself is in a similar project based on the Algorand network. The world soccer governing body will launch a collection of non-fungible tokens that will include an NFT collection of notable moments, art and images from the World Cup and the Women’s World Cup.
The project is similar to the NFT sports collectibles released by the NBA, for example.
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