The Argentine Soccer Association, AFA, the organization in charge of the national soccer league, has entered the metaverse. The organization has collaborated with Upland, a real-life mapping metaverse project, to allow its users to enter the metaverse and benefit from a closer connection with teams and celebrated players.
According to an AFA press release, Upland’s partnership will include digital representations of all of the league’s teams, including players, tickets, games, historical moments, and platform-exclusive moments. This, ostensibly, will allow the league to attract younger, Web3-focused fans, as well as digital collectors from the soccer world. The four-year deal is the first agreement of the AFA of this kind and aims to bring additional revenue to the Argentine Soccer League through the sale of multiple licensed digital assets.
The Argentine Soccer Association expects this to improve the relationship that the institution has with its fans, and internationalize the national league after the national Selection won the FIFA World Cup, recently held in Qatar.
Claudio Tapia, President of the AFA, celebrated this partnership because it will take advantage of the metaverse’s emergent technologies.
(Reporting by Shikha Singh, Editing by Laxmikant Khanvilkar)
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