February 5, 2023

[PRESS RELEASE – Buenos Aires, Argentina, 22nd December 2022]

  • The strategic partnership allows AFA to engage fans with a better understanding of how the metaverse works, how they can contribute and benefit, while also increasing fan engagement and connecting fans with the teams and players they admire.
  • The partnership represents the first Argentine football presence in the metaverse and the first time for Upland to offer exclusive ownership of in-game video footage to fans.
  • The Argentine Football Association (AFA), FIFA World Cup Qatar 2022™ World Champions and Uplandme, Inc., the leading metaverse real world mapping platform that already has more than 3 million registered accounts, today signed an official announced licensing deal to bring the First Division Argentina (Professional Football League or “LPF” for short) to the Upland metaverse.

This strategic partnership allows AFA and LPF to engage Argentine fans in the metaverse, contribute to the digital community while benefiting from the extensive participation of the global Argentine football community, connecting users with their teams and favorite players.

Not only does Upland connect fans, collectors and players from all over the world in a single virtual network, but the open metaverse platform also offers several gamified opportunities for users to interact with a complete set of iconic Argentina football digital collectibles, including teams, Clubs, Players, Tickets, Gameplay Footage, Historical Moments, Platform Exclusive Moments and the Official Upland Market.

This agreement is a further expression of the internationalization of the Argentine Football Federation and the reach of the Argentine professional football league brand, attracting a new fan audience: global gamers, web3 enthusiasts and collectors of digital assets in virtual markets.

This deal represents the first presence of Argentine football in the metaverse and the first time Upland has offered its fans exclusive ownership of in-game video. Over the next four years, a new source of revenue will be created for the Argentine professional football league through the acquisition by the user of multiple virtual goods license assets.

Through this strategic partnership, Argentine football fans will gain a unique experience within the metaverse, benefiting from a community environment focused on first division football.

Unique to Upland, fans can start virtual businesses to resell LPF virtual goods and other digital collectibles in stores owned and operated by players on their virtual properties – including the 22 cities already open in Upland. Upland’s agreement with the Argentine Football Association also expands its involvement in global and European football following its recently launched partnership with FIFA, where fans will be able to access FIFA World CupTM highlights, including the goals from the final as digital collectibles.

Claudio Fabian Tapia, President of AFA, said: “We are very pleased to present this new commercial strategic agreement with Upland. The Argentine professional league has long-awaited opportunities to take advantage of emerging technologies to enhance our league’s fan experience. This agreement allows us to partner with the best creators of technology and new digital products to generate a new source of income for all participating clubs. We welcome Upland as a new commercial partner of our Argentine Football Association and the Argentine Professional Football League.”

Dirk Lueth, Co-Founder and Co-CEO of Upland, said: “We are thrilled with the fully loaded license agreement and partnership with the AFA to further expand Upland’s footprint and community around the world. With AFA, we are able to provide new and old Argentina fans with more opportunities than ever before, helping them to know the true meaning of web3, which is community-oriented and entrepreneurial, allowing fans to contribute ideas and creations to enhance their team pride. show new ways to appeal.”

Leandro Petersen, Chief Commercial Marketing Officer of AFA, said: “Upland is at the forefront of a new category of virtual NFT memorabilia. The platform uniquely combines digital collectibles that unite all global NFT markets into their own Metaverse. In this way, our Professional League can get closer to football fans from all over the world and to the players who hope every day to be closer to the stars of our Argentina football teams. We are excited about the potential of this association and it is very important to us to continue generating new sources of income for AFA and the LPF. We continue the expansion process that has begun and develop digital products that increase the presence of Argentine football in the world. With this agreement with Upland, we are achieving a great goal for the Argentine professional football league.


Upland is an open web3 platform for the metaverse mapped to the real world. The company’s mission is to build one of the leading and most dynamic maker communities through a strong entrepreneurial economy that empowers players, makers, developers and brands to produce goods and experiences, monetize assets and other provide players with usability and fun. Headquartered in Silicon Valley with hubs in Las Vegas, Ukraine and Brazil. Upland was named as one of Fast Company’s “Next Big Things in Tech” in 2021 and one of “22 San Francisco Startups To Watch in 2022” by Built In SF. Upland is committed to becoming carbon negative and is a proud partner of Carbonfuture. For more information about our commitment to sustainability, please visit https://www.upland.me/sustainability. Upland is available on iOS, Android and the web and can be played from anywhere in the world.

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