The Argentine Football Association is getting involved in the world of the metaverse, having partnered up with Upland to bring their fans into a virtual world of interactive experiences. The deal will see users able to purchase digital representations of various league properties, including tickets, historic moments, and more.
AFA to Establish a Presence in the Metaverse
The Argentine Soccer Association, the governing body for the nation’s soccer league, has taken a step into the metaverse. The organization has partnered with Upland, a real-life metaverse mapping project, to enable users to step into it and enjoy the benefits of closer connections with players and teams.
According to a press release from the AFA, their alliance with Upland will involve digital representations of all teams in the league, including tickets, players, games, historic moments, and platform-exclusive moments. This should encourage younger fans and digital collectors of the soccer world to take an interest in the league.
Secondary Markets
The metaverse experience is also set to be two-way, with fans able to resell their digital collectibles, creating a secondary market. The Argentine Football Association hopes that this will increase the relationship between it and its supporters, and increase the internationalization of the national league after its recent FIFA award win at the World Cup in Qatar.
Claudio Tapia, President of the AFA, had the following to say about the partnership:
We can partner with the most innovative creators of technology to create new digital products and generate new income for all clubs. We are looking for a business partner to help us grow our business, and Upland and the Argentine Professional Soccer League are warmly welcomed.
The metaverse has already been adopted by several soccer leagues and teams around the world. For example, the Spanish LaLiga has been involved in initiatives related to the metaverse, partnering with Globant and Dapper Labs to expand its presence and establish markets for its licensed digital products.
What do you think about the AFA’s strategy for the metaverse? Leave a comment in the section below.
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