On Monday, Crypto.com revealed its collaboration with Coca-Cola to launch a collection of non-fungible tokens (NFTs) to celebrate Qatar’s 2022 FIFA World Cup. Created in collaboration with Coca-Cola and GMUNK(a digital artist who previously worked with DoorDash, musician Grimes and Nike), the 10,000 NFTs will be available on Crypto.com’s platform. The unique NFTs will be produced using ‘heatmaps’ from players’ in-game movements during the World Cup matches.
After the press release, Crypto.com’s CRO token rose 10%. However, CRO is down about 50% over the past month due to the FTX-related crumbling in the crypto industry. The token has seen a drop of almost 90% year over year.
Crypto.com’s chief marketing officer, Steven Kalifowitz, said:
“This year’s FIFA World Cup will be the first to leverage Web3 technology. It’s a privilege to partner with Coca-Cola and GMUNK to memorialize these historical matches that will forever be captured on the blockchain. Together we are creating a completely new form of memorabilia.”
To get the NFT collection, football fans need to create an account on the Crypto.com NFT platform. Then register on Coca-Cola’s Fanzone page, and click on the NFT banner for a chance to win a Coca-Cola “Piece of Magic” NFT.
The Coca-Cola fanzone is a digital hub for Qatar’s 2022 FIFA World Cup. It provides the opportunity to experience exciting games, thrills, and moments to remember during the tournament. In addition to the NFT collection, fanzone features predictions, pledges, and leaderboards, allowing fans to compete against each other and interact with the tournament in real-time.
This isn’t the first time Coca-Cola has revealed an NFT launch. On 30 July 2021, the company released its first crypto-artwork, consisting of four unique NFTs listed on the OpenSea market in recognition of International Friendship Day. The company said it raised approximately $575,883 in an online auction of NFTs, which were pledged to benefit Special Olympics International.
Before the opening match of the FIFA World Cup, FIFA launched an NFT marketplace called “FIFA+ Collect” to allow fans to collect notable moments, art, and imagery from the FIFA World Cup and FIFA Women’s World Cup. The project is similar to a collection of NFT sports, such as the basketball-focused NBA Top Shot.