Coca-Cola has teamed with Crypto.com and GMUNK to issue NFTs generated from heatmaps during World Cup matches.

Coca-Cola is tapping into the non-fungible token (NFT) technology to tokenise the FIFA World Cup Qatar 2022 experience. In a post on Monday, the beverage company said it has partnered with Crypto.com to release a collection of NFTs generated from the football data of the ongoing world cup tournament.

Coca-Cola is Launching NFTs From World Cup Matches

The beverage company said the World Cup NFT is the “newest form of memorabilia that will live forever on the blockchain.” Per the announcement, the so-called “Coca-Cola ‘Piece of Magic’ NFT” includes 10,000 unique artworks that will be designed in collaboration with digital artist GMUNK, one of the prominent visual design directors in the world.

Coca-Cola’s world cup NFTs will be generated by GMUNK using unique ‘heatmaps’ from in-game movements by players during the matches.

“At its core, Coca-Cola ‘Piece of Magic’ uses football data as our paintbrush, defining densities, behaviours, and applications of colour to shape and create an immersive piece of art that embraces the spirit of football and depicts a visual story unique to each match,” GMUNK said.

Tokenising the World Cup Experience

Today’s development would mark the big Web3 push into FIFA World Cup events. The release date for the collection was not disclosed. However, Coca-Cola said the NFTs would be hosted on Crypto.com’s NFT platform, and available globally to football fans registered on the platform, including its Fanzone page.

“The FIFA World Cup™ in Qatar is about bringing magical moments to life on and off the pitch for millions of fans from the region and beyond,” Nazli Berberoglu, Coca-Cola’s FIFA World Cup General Manager, said.

Earlier in September, FIFA hopped onto the NFT bandwagon by launching its own collectable marketplace, similar to NBA Top Shot. Dubbed FIFa+ Collect, the platform allows football fans worldwide to own and collect special moments in FIFA World Cup and FIFA Women’s World Cup.

（By Ibiam Wayas）