Argentine Football Association Partners With Upland to Enter the Metaverse – The Argentine Football Association, AFA, which oversees the national soccer league, is now entering the metaverse. The organization has partnered with Upland, a real-life mapping metaverse project, to enable its users to enter the metaverse and experience the advantages of a closer relationship with renowned teams and players.
According to an AFA news statement, Upland’s agreement with the league will include digital representations of all league teams, including players, tickets, games, historical moments, and platform-exclusive moments. This will also presumably enable the league to attract younger Web3-focused fans and digital soccer fans. The four-year arrangement is the first of its kind for the Argentine Football Association and intends to increase revenue for the Argentine Soccer League through the sale of several licensed digital assets.
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However, this metaverse experience will not be unidirectional, since the site will enable fans to resell these digital collectibles, thereby creating a secondary market. The Argentine Soccer Association anticipates that this would enhance the institution’s interaction with its fans and internationalize the national league after the national team recently won the FIFA World Cup in Qatar.
Claudio Tapia, president of the AFA, praised this alliance since it will take advantage of the emerging technologies of the metaverse. He stated: “This agreement allows us to partner with the best creators of technology and new digital products and thus generate a new source of income for all participating clubs. We welcome Upland as a new commercial partner of our Association and of the Argentine Professional Soccer League.”
Other international soccer leagues and some of their teams have already hopped on the metaverse bandwagon. La Liga, the Spanish national soccer league, has previously created collaborations with Globant and Dapper Labs to increase its metaverse presence and create markets for licensed digital products.
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