Upland partners with FIFA to bring Lusail Stadium into the metaverse

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Upland partners with FIFA to recreate IRL World Cup locations in the metaverse

The companies will also issue a collection of football-themed NFTs

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Metaverse platform Upland signs a multi-year partnership with FIFA. The virtual reality platform is set to develop a World Cup-themed gamified experience to increase Web3 and metaverse adoption among numerous football fans. 

Upland specializes in the recreation of real-life objects in virtual worlds. So, the platform will develop a metaverse version of Qatar-based Lusail Stadium, FIFA villages, shops, and showrooms. 


In addition, Upland will release an NFT collection featuring unique mystery bundles of different rarity levels. The packs will include different fan attributes: logos, shirts, boots, crests, mascots, and other country-specific items. Users will have the possibility to collect, own, and trade FIFA-themed NFTs and video game highlights. Notably, players that collect the biggest number of digital assets will receive virtual properties as gifts from Upland.

“We’re excited to create a multi-touch web3 experience showcasing fun, innovation, entrepreneurialism, and community as the first of many opportunities in the future of FIFA World Cups, where fans can now collect, own, and share a real moment in history,”

says the Co-Founder and Co-CEO of Upland, Dirk Lueth.

In the past month, several noted crypto and Web3 platforms have launched FIFA World Cup initiatives to attract sports lovers. For instance, the largest cryptocurrency exchange Binance launched a Football Fever program that allows users to participate in daily challenges and receive up to $1,000 worth of token rewards. Swiss watchmaker Hublot built the biggest virtual stadium for World Cup 2022, while Animoca Brands and Cool Cats teamed up for a limited-edition NFT collection, which is set to be released on November 19.

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Valeria Goncharenko

Valeria is an Italy-based writer passionate about Web3 and innovation. She is getting her second Major in International Business Management while dedicating her spare time to photography and fashion.

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