Upland and Portugal’s 2022 Primeira Liga Champions, FC Porto have agreed upon a strategic deal to launch European football in Upland, according to a press release.
"We’re thrilled to welcome FC Porto as the first European football club to join the Upland metaverse," said Dirk Lueth, co-founder and co-CEO of Upland, in the release. "European football is a way of life – it’s something you eat, sleep and breathe – and for Portistas (FC Porto fans), being able to bring that passion with them to the metaverse is an unparalleled opportunity to deepen that fandom. With Upland, we are taking fans beyond transaction-centric NFT marketplaces into an activity-driven metaverse experience that engages them with the team and football players they love."
Considered the first Portuguese football club to bring the sport into the metaverse, the addition will include the opening of various NFT properties, such as the construction of FC Porto’s Estádio do Dragão (Dragon Stadium), the launch of the first suite of NFTs of a European football club. The first phase of the project is set to roll out during the 2022/23 season.
“As the first Portuguese football club to bring the roar of the stadium into the metaverse, FC Porto is pioneering fan engagement and empowering the communities of FC Porto and Upland to participate in new types of value creation and experiences,” a recent press release introducing the launch states. “With this agreement, the two partners are joining forces to build the future of fandom in the metaverse.”
The platform, compatible with iOS, Android and its website, can be accessed from anywhere in the world, free of cost.
“Upland is designed to give football fans more to do with their NFTs. Because FC Porto thinks and executes so strongly around innovative products, we can fully realize the functionality and utility of Legits – what our community calls NFTs – and empower users to enjoy unique experiences that support and demonstrate their fandom in completely new ways,” said Idan Zuckerman, co-founder and co-CEO of Upland, in the release. “Upland and FC Porto couldn’t be a better match. Porto is an incredibly innovative team and we’re excited to help them to engage with their fans in the metaverse.”
Tiago Gouveia, marketing director for FC Porto, said this is more than engaging with fans.
“Being the first soccer club in the world to establish itself with its city, stadium, players and fans in the metaverse catapults our brand to the cutting edge in this arena. We’re always on the look out for new opportunities and we won’t let the metaverse pass us by. This partnership is proof of that.”