June 20 (Cointime) - FIFA, the governing body for soccer, has filed nine new trademark applications as part of its "WE ARE" campaign, signaling its growing interest in the metaverse and its potential applications for virtual reality gaming, entertainment services, and more.
The trademarks cover a range of offerings in the virtual world, including personal training services, entertainment services, and sporting event-related spectacles. FIFA has previously created a virtual replica of the Lusail Stadium in Qatar for the World Cup, partnered with luxury Swiss watch maker Hublot and metaverse platform Upland, and launched an immersive fan engagement app called Phygtlis. The organization has also begun experimenting with non-fungible tokens (NFTs) through its "FIFA+ Collect" initiative.
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