The Argentine Football Association (AFA) is still reeling from its recent FIFA World Cup victory, which took place less than a week ago. In the spirit of the moment, and to stay on top of the latest trends, the AFA, soccer’s governing body, has announced a new partnership with metaverse startup Upland.
The partnership marks one of the AFA’s first forays into the world of Web 3.0, with the goal of improving fan experience and engagement, among other things.
AFA explores the potential of Web 3.0 technology and the metaverse.
According to statements by AFA president Claudio Tapia, the organization aims to take full advantage of Web 3.0. For him, this is the meaning of the partnership with Upland.
Upland is a popular game that involves buying and selling virtual land. Interestingly, these virtual lands are linked to real-world locations. The game also has over 3 million registered game accounts, while the startup behind it is valued at $300 million in November 2021.
Claudio Tapia added that this new partnership would open up vast possibilities for all subjects under the AFA. Especially by offering them an alternative way to generate revenue. He stated:
“This agreement allows us to partner with the best creators of technology and new digital products and thus generate a new revenue stream for all participating clubs.”
The AFA has complete control over the entire Argentine soccer league system. It also organizes the national cups, including the Copa Argentina, the Copa de la Liga Profesional and the Trofeo de Campeones de la Liga Profesional. In addition, all national teams, including the senior team, U-20, U-17, U-15 and Olympic teams, are under its jurisdiction.
Without a doubt, the AFA has a broad reach. And given the huge number of soccer fans around the world, the new partnership with Upland not only sets a precedent for other soccer associations in the Latin American region. It represents a major boost to the global adoption of Web 3.0 technology.