FIFA requests trademark registration to explore web3 at the 2026 World Cup

The initiative, which is not the organization's first on web3, shows that the entity will once again explore the possibilities of virtual reality and expand the experiences offered during the tournament.

The trademark registration application covers several categories, including virtual clothing, hataria, glasses and sports equipment. These physical products would be made available in virtual stores in the metaverse, allowing fans to purchase items related to the 2026 World Cup.

#FIFA has filed 9 more Metaverse trademark applications as part of its “WE ARE” campaign. The filings claim plans for:

⚽️ VR Gaming
⚽️ Virtual Clothing, Footwear, Sports Great
⚽️ Entertainment Services
... and more!#FIFA #Soccer #Soccer # Web3 #Trademark #Metaverse #FIFA23 pic.twitter.com/ZwLxgNKXs6

- Mike Kondoudis (@KondoudisLaw) June 20, 2023

FIFA will try to attract enthusiasts into the metaverse

In an attempt to shorten ties with football fans and maintain a large base of enthusiasts, FIFA will also attempt to create an emotional connection with fans through the “WE ARE” campaign, which uses photos of faces and locations to convey stories. tournament specials within metaversonic environments.

Other categories involving blockchain, NFTs and cryptos can be explored by the highest entity in world football. It is worth remembering that FIFA has been betting on web3 since last year, when it launched a sequence of activations involving NFTs and the metaverse at the Qatar Cup. Partnerships were signed with metaverses and web3 platforms, which resulted in the first broadcast of a World Cup on metaveso. 

The trademark registration process to explore web3 in 2026 was disclosed by American patent attorney Mike Kondoudis. Approval of the registration will depend on the evaluation of the responsible patent offices, but it already signals that preparations for the next World Cup are already in full swing.

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