Intending to strengthen its presence in the developing metaverse, FIFA, the organization that controls football internationally, has submitted nine more trademark requests as part of its “We Are” campaign.
Mike Kondoudis, an intellectual property attorney, shared the recently revealed trademarks on Twitter, highlighting FIFA’s growing interest in VR for gaming and entertainment.
Future online services are likely to be protected by trademarks in a wide range of ways. There is a wide variety of possibilities included in these solutions, from personalized wellness coaching sessions to mesmerizing laser displays, live concerts, and even broadcasting of sports events.
Virtual sports gear and accessories for use in these online environments are also covered in the filing.
A virtual copy of Qatar’s Lusail Stadium, which was built specifically for the World Cup, was created as one of FIFA’s first entries into the metaverse, allowing people to watch the competition from the comfort of their homes.
The 2022 FIFA World Cup organizers teamed with the metaverse platform Upland in partnership with luxurious Swiss watchmaker Hublot to develop special virtual attractions and digital assets for the tournament.
FIFA has also released an interactive fan engagement app called Phygtlis and new casual games that allow players to participate with their favorite World Cup memories.
These developments provide fans with a new opportunity to engage with past World Cups.
Notably, FIFA has started exploring non-fungible tokens (NFTs), establishing “FIFA+ Collect” in collaboration with Algorand’s blockchain technology, further cementing its digital goals.