FIFA Hopes World Cup Fans Want To Buy Metaverse Merch

In the real world, the construction of the World Cup infrastructure in Qatar has been marred by extreme temperatures and migrant worker deaths. In the metaverse, however, a digital replica of Lusail Stadium in Doha has none of that baggage — and the virtual property can be raffled off as a prize for a lucky soccer fan. FIFA’s virtual universe is part of the soccer organization’s penchant for embracing the latest tech buzzword. In 2010, some matches were broadcast in 3-D. In 2018, it offered a virtual-reality experience. Now it’s the metaverse.

While some superfans may fly to Qatar and shell out for a ticket to cheer alongside 80,000 other people during a game, metaverse-inclined fans can head to a virtual airport, wait several hours while they “fly” to Doha, visit a digital version of the stadium and enter nearby shops in the FIFA World Cup-branded village to buy digital merchandise such as scarves and flags, which they can later use to adorn their virtual houses to express their team spirit. That digital journey is thanks to Upland, a metaverse platform based in Mountain View, California, which is partnering with FIFA to provide a blockchain-based metaverse experience during the tournament. Upland isn’t FIFA’s only partner to provide immersive soccer-themed digital environments tied to the World Cup, which begins Nov. 20 and is the most-watched athletic event across the globe. Roblox has also built out a technicolor world where fans can play a game that’s a mix of soccer and bowling.