HomeArgentina Football Association Scores Big with Upland’s Metaverse Partnership

Argentina Football Association Scores Big with Upland’s Metaverse Partnership

The AFA’s partnership with Upland is a prime example of how innovative marketing campaigns can help organizations achieve their goals

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Vie
Updated: May 9, 2023
Argentina Football Association

The world of sports has always been at the forefront of innovation, from introducing the video assistant referee (VAR) to using virtual reality technology in training sessions.

The Argentina Football Association (AFA) has entered a new realm of innovation by partnering with Upland, an EOS-based Metaverse platform, following their World Cup won in 2022. 

The Campaign– To Bring Their Fans Closer to the Team by Offering Them a Unique Way to Engage With the Association

The AFA’s partnership with Upland aims to bring their fans closer to the team by offering them a unique way to engage with the association.

Through the Metaverse, fans can buy virtual real estate and digital trade assets and participate in various events hosted by the AFA.

The AFA’s partnership with Upland is the first for a football association, making it a landmark deal in the industry.

The partnership also includes Lionel Messi, one of the world’s best footballers, who serves as the official ambassador for the Metaverse platform.

Upland’s platform is designed to mimic real-world geography, providing players and businesses the opportunity to acquire “digital land” that they can use to construct virtual communities.

These parcels can contain digital attractions or virtual companies that can generate income.

Furthermore, these virtual realities are also practical tools for engaging sports fans.

Visitors can make purchases or earn rewards within these virtual worlds.

With the partnership between Upland and the AFA, the platform will now provide video-based “spotlight” NFTs utilizing authorized footage from Argentina’s top-tier Primera Division domestic competition.

In addition, the virtual worlds are an effective tool for sports organizations to engage with their fans as visitors can purchase or win rewards.

Moreover, Upland has committed to constructing a new city exclusively for the World Cup champions, Argentina.

The AFA has recently entered into several digital partnerships.

OneFootball, for example, provides free access to Primera Division highlights and other materials and pay-per-view access to live competitive matches.

How Does This Differ From Other Campaigns in the Metaverse?

The AFA’s partnership with Upland departs from their previous campaigns, which focused primarily on traditional marketing methods such as television and print ads.

The AFA’s Metaverse partnership with Upland represents a shift towards innovative marketing methods that utilize technology to engage with fans.

Additionally, the partnership with Upland allows the AFA to generate revenue from digital assets and virtual real estate, which was impossible with traditional marketing methods.

AFA in Upland

How Did the Campaign Perform?

The AFA’s partnership with Upland has been a massive success.

Using the marketing analysis, here is a concise but comprehensive bullet-point analysis of the campaign:

  • The AFA’s partnership with Upland is a unique and innovative way to engage with fans and monetize their brand.
  • Using a virtual Metaverse platform is a novel way to increase brand exposure and promote the AFA’s activities and events.
  • The partnership adds star power and credibility to the campaign by including Messi as the official ambassador.
  • The campaign has been successful in fan engagement, with thousands of fans participating in various events hosted by the AFA.
AFA in Upland

What Could AFA Learn From Other Campaigns in the Metaverse?

The AFA’s partnership with Upland is an innovative marketing campaign that can help organizations achieve their goals.

By partnering with Upland, the AFA has engaged with its fans in a new and exciting way while generating revenue from digital assets and virtual real estate.

This campaign showcases the power of technology in marketing and how it can be leveraged to achieve unprecedented success.

The AFA’s partnership with Upland is a game-changer in the world of sports marketing, and it will be thrilling to see what the future holds for this innovative campaign.

However, AFA could learn more from other brand campaigns in the Metaverse, such as FIFA, Samsung MENA, and Gucci.

These brands partnered with Roblox to create an immersive football game that users can enjoy while learning more about the brand.

If AFA had partnered with a popular platform like Roblox, it could’ve broadened its audience reach as it has a large user base than Upland.

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