The Argentine Soccer Association AFA collaborates with Upland to enter the metaverse
On December 22, the organisation in charge of running the country's soccer league, the Argentine Soccer Association, or AFA, announced that it is now entering in the metaverse.
In order to give its customers the opportunity to enter the metaverse and enjoy the advantages of a deeper relationship with teams and well-known players, the organisation has teamed with Upland, a real-life mapping metaverse project.
The partnership between Upland and the AFA will reportedly comprise digital representations of all the league's teams, including players, tickets, games, historical moments, and platform-exclusive experiences. Also, this could help the league appeal to a new generation of fans interested in Web3 technology and digital soccer memorabilia collectors. The first of its kind by the AFA, the four-year agreement is designed to boost revenue for the Argentine Soccer League through the sale of various licenced digital assets.
This metaverse experience won't be entirely unidirectional, though, because the site will permit fans to sell these digital artefacts to other people, creating a secondary market. After the national Selection won the most recent FIFA World Cup, which was hosted in Qatar, the Argentine Soccer Association hopes that this will strengthen the institution's bond with its supporters and internationalize the national league.
The emerging technologies of the metaverse will be utilized by this alliance, said Claudio Tapia, president of the AFA. 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."
The metaverse has already been adopted by a number of international soccer leagues and some of its teams. With agreements with Globant and Dapper Labs to increase its metaverse footprint and create markets for licensed digital products, Spain's national soccer league, the Spanish Laliga, is already deeply involved in metaverse-related efforts.
CBW - External Analyst