FIFA, the global soccer governing body, is expanding its involvement in the metaverse as part of its “WE ARE” campaign.
It has filed trademark applications in various categories, showing its growing interest in virtual reality (VR). These trademarks cover online services, including personalized fitness coaching, captivating laser displays, live music performances, and sports event broadcasting. They also include selling virtual sports gear and accessories for use in these online environments.
One of FIFA’s initial ventures into the metaverse was the creation of a virtual replica of Qatar’s Lusail Stadium, which was specifically built for the World Cup.
This allowed spectators to enjoy the event from the comfort of their homes. For the 2022 FIFA World Cup, FIFA collaborated with the metaverse platform Upland and luxury Swiss watchmaker Hublot to develop unique virtual experiences and digital assets.
Additionally, the governing body has released a new immersive fan engagement software called Phygtlis. This software offers fans an interactive game experience where they can relive their favorite World Cup moments.
FIFA has also launched projects involving non-fungible tokens (NFTs) to solidify its digital objectives further. In partnership with Algorand’s blockchain technology, they have created “FIFA+Collect” to explore the potential of NFTs in soccer.