Visa announced the launch of Visa Masters of Movement campaign, an experience for fans that unites football and art in the celebration of FIFA World Cup 2022. Partnership with cryptocurrency exchange crypto.com, the campaign will start with an auction of NFTs (non-fungible tokens) before the World Cup. During the World Cup, fans attending the tournament will have the opportunity to create their own digital art.

Starting today, Visa will auction five minted NFTs that capture iconic World Cup goals from legendary footballers Jared Borgetti, Tim Cahill, Carli Lloyd, Michael Owen and Maxi Rodriguez. The digital artwork was designed using tracking technology that records player movement, such as passing, ball position, etc., in an artwork algorithm. While the highest bidding fans will receive the NFT along with a printable art file and signed memorabilia, Visa will also donate proceeds from the auction to a UK-based charity. united street child.

One smart aspect of NFTs is, from a licensing perspective, that it doesn’t require player image rights that might already be committed to other companies.

“As the 2022 FIFA World Cup™ approaches, we want to celebrate football, art and technology through the lens of what makes the FIFA World Cup™ so special: passionate fans. , legendary athletes and, for just a few short weeks, the ability to bring the world together in a unique and connected way,” said Andrea Fairchild, senior vice president and chief sponsorship officer at Visa.

During the World Cup, Visa will also give fans the opportunity to create their own signature moves at the FIFA Fan Festival, which will be equipped with a digital LED field. Fans’ moves, shots and goals will be tracked around the pitch and then turned into digital works of art in the colors of their favorite national teams. The digital artwork will serve as a souvenir, and qualifying fans will also have the chance to have their digital artwork minted as NFTs.

Visa has been FIFA’s official payment partner for a long time, and the campaign is part of Visa’s push into NFTs and cryptocurrencies. Last year, Visa bought a CryptoPunk NFT for nearly $150,000 and has secured several partnerships to enable crypto-supported debit cards.

Crypto.com has sponsored several sports tournaments. Aside from being the official cryptocurrency exchange platform for the upcoming FIFA World Cup, Crypto.com has also signed contracts with the cfuand a $100 million sponsorship with Formula 1. His most famous deal is renaming LA Staples Arena in a $700 million, 20-year deal.

Visa and Crypto.com are not the only organizations implementing blockchain technologies in their campaigns for this year’s FIFA World Cup. FIFA itself will offer digital video collectiblesweather Algorand will provide a blockchain compatible wallet solution.