Upland and the Argentine Football Association have formed a partnership.
As one of its first efforts into web3 fan interaction, the Argentine Football Association (AFA) is collaborating with metaverse company Upland. The agreement includes digital treasures and a virtual fan-gathering spot.
Claudio Fabian Tapia, president of the Argentine Football Association, said in a statement, “The Argentine Professional League has long anticipated possibilities to use modern technology to improve the fan experience.” This agreement enables us to form partnerships with the most innovative providers of technology and digital services, therefore creating a new revenue stream for all participating clubs.
Over three million accounts have been created for Upland, a game involving the purchase and sale of virtual property linked to real-world locations. The firm behind the game secured $18 million in a round-headed by Animoca Brands in November 2021, at which point it was valued at $300 million.
As previously revealed by The Block, the fan token associated with Argentina’s squad soared during the World Cup but fell shortly after Argentina’s win.
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