Portuguese Primeira Liga football club FC Porto has claimed a first by announcing a partnership with US open Web3 platform, Upland, to head into the metaverse.

The introduction of FC Porto to Upland includes the construction of virtual version of its Estádio do Dragão; opening up the city of Porto with NFT properties mapped to their real world addresses which fans can purchase; and the launch of a suite of NFTs.

Unique to Upland, fans can collect common and rare NFTs via game mechanics and offer their NFTs in player-owned and operated shops located on their virtual properties throughout the metaverse. The first phase of the FC Porto rollout in Upland will happen during the 2022-23 season.

“To say this is just another way we’re engaging with fans is an understatement,” said Tiago Gouveia, marketing director for FC Porto.

“Being the first soccer club in the world to establish itself with its city, stadium, players, and fans in the metaverse catapults our brand to the cutting edge in this arena. We’re always on the look out for new opportunities and we won’t let the metaverse pass us by. This partnership is proof of that.”

Idan Zuckerman, co-founder and co-chief executive of Upland, added: “Upland is designed to give football fans more to do with their NFTs.

“Because FC Porto thinks and executes so strongly around innovative products, we can fully realise the functionality and utility of Legits – what our community calls NFTs – and empower users to enjoy unique experiences that support and demonstrate their fandom in completely new ways.

“Upland and FC Porto couldn’t be a better match. Porto is an incredibly innovative team and we’re excited to help them to engage with their fans in the metaverse.”