Coca-Cola and CryptoCom Unveil 2022 FIFA World Cup-Inspired NFT Collectibles

Coinciding with the ongoing 2022 FIFA World Cup, Crypto.com and Coca-Cola have teamed up with GMUNK to release a series of NFTs based on the most memorable moments in the global sporting spectacle. The collection titled “Piece of Magic” will use heatmap data for its NFTs.

• Users worldwide will have access to NFTs based on the popular heat maps.
• As DeFi and Web3 technology advances, collaborations like this will become the norm.

Grabbing one of the 10,000 NFTs would be easy, as eligible fans would only need to register on the Coca-Cola Fanzone page to claim their own Piece of Magic. The digital collectibles will be available to international fans of FIFA.

The fact that this happened during a market downturn stands out the most. Does this show that there is serious interest in NFT among institutions?

Coca-Cola is rolling out World Cup NFTs from match heatmaps. Image: Cryptopolitan.

The intersection between art and sport: A perfect fit

In a press release dated December 5, Crypto.com announced the gathering as exceptional teams competed in Qatar. Artist GMUNK, who produced all 10,000 of the various NFTs, has indicated that the backbone of each of his works is the narrative of the individual battles that generated the heat maps.

In a press release, GMUNK stated that these NFTs embody “the passion for soccer and create a visual story unique to each match.” A FIFA World Cup official also praised the collection, describing them as “unique and breathtaking”.

However, Crypto.com saw the scenario through the lens of DeFi and crypto. The chief marketing officer of Crypto.com, Steven Kalifowitz, stated that this year’s FIFA World Cup would be the first of its kind to use Web3 technologies.

“It’s an honor to partner with Coca-Cola and GMUNK to immortalize these great matches on the blockchain,” he continued, before describing NFTs as a new kind of memories.

Image: Sports Illustrated.

Coca-Cola & Crypto.com: Growing with sports

The list of Crypto.com’s affiliation is packed with various sports companies. From E-Sports with Twitch Rivals and FNATIC to Formula 1, the organization seems to have a strong belief in sports marketing. With today’s bear market, this will certainly increase the NFT market.

However, not all situations are favorable for the company. In September of this year, Crypto.com terminated its $495 million contract with the Union of European Football Association due to regulatory concerns on the European continent.

Meanwhile, as DeFi and Web3 technologies continue to evolve, we may see more of these types of alliances in the future.

Crypto total market cap at $807 billion on the daily chart | Featured image: Crypto.com, Chart: TradingView.com