Argentina’s World Cup triumph in Qatar is already paying off for its national soccer association through a new metaverse partnership.
The country’s professional soccer league will make its first foray into the Upland metaverse through an official licensing agreement between the Argentine Soccer Association (AFA) and the Silicon Valley-based company.
The agreement will allow the AFA to introduce the Liga Profesional de Fútbol (LPF) in Upland’s metaverse platform, boosting the participation of Argentine soccer fans, teams and players.
Gamified opportunities include a variety of Argentine soccer digital collectibles, including teams, clubs, players, tickets, match highlights, historical moments, and other exclusive offers.
The partnership also represents a first for Upland as it offers exclusive ownership of video highlights from LPF matches.. The sale of a variety of non-fungible tokens will provide the Argentine league with a new source of revenue as users buy, sell and trade licensed digital assets.
Upland will also offer users the ability to create virtual businesses to resell LPF digital collectibles in user-owned and operated stores located on virtual properties. The metaverse platform is mapping out a digital version of the world aimed at delivering digital land ownership, asset creation, and a virtual economy.
The agreement with the Argentine Football Association adds to Upland’s associations with the Portuguese FC Porto and with FIFA itself. In this latest deal, Upland offered licensed digital collectibles for the 2022 World Cup in Qatar, including highlights from the recently concluded tournament.
The world of sports, cryptocurrencies and blockchain have become increasingly intertwined in recent years. Formula 1 introduced commercial brands including NFT and cryptocurrency-powered goods and services in August 2022, while the likes of McLaren and Red Bull Racing explored their own Web3 and NFT offerings this season.
For his part, the Socios token platform has continued to grow this year despite difficult market conditions. Cryptocurrency exchange OKX has also expanded its marketing efforts, signing a sponsorship deal with reigning English Premier League champions Manchester City in 2022.
Portugal captain Cristiano Ronaldo has also joined the world of Web3 through an exclusive partnership with Binance to roll out a series of NFT cashouts in a multi-year deal.
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