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FIFA has announced a partnership with Upland to bring an immersive Web3 and metaverse experience to football fans with game-like digital collections that celebrate and capture highlights from the 2023 FIFA Women’s World Cup in Australia and New Zealand.

Through this collaboration, football supporters around the world will be able to share and interact with the world’s first football competition to host a metaverse experience.

According to the company, there will be several immersive experiences in the metaverse for football enthusiasts. In addition, there will be themed cafes to interact, commemorate and celebrate the spirit of women’s football. Through platform-sponsored events, contests and challenges, fans will have greater interaction with the event and can access different levels of exclusive experiences.

Upland also announced that in celebration of the partnership there will also be gamified experiences that allow fans to acquire and trade unique digital assets.

“This innovative approach promises an even more engaging way to value and showcase your unique collections within the metaverse, increasing excitement and engagement around the FIFA Women’s World Cup,” the company said in a statement.

FIFA and metaverse

As part of the partnership involving metaverse, FIFA and Upland will release exclusive items from the favorite teams participating in the tournament. Items will be usable by avatars in the metaverse.

“Our aim is to build long-term sustainable momentum for the growth of the FIFA tournament in the Web3 category,” said Dirk Lueth, co-founder of Upland.

Another highlight is that users with a high enough score in different World Cup themed tournaments will be eligible to play in special invite-only collections. Additionally, many FIFA tournament packs feature passes, which depending on rarity, can be exchanged for highlights of a favorite World Cup move.

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