Coca-Cola partners with Crypto.com to release World Cup NFT collection 

• The 10,000 NFT collection is based on heatmaps from matches played in the ongoing FIFA competition

Coca-Cola has partnered with cryptocurrency exchange Crypto.com to release a set of FIFA World Cup NFTs based on heat maps of the games played. The heatmaps will be a graphical representation of players’ movements in previous matches played.

The beverage brand partnered with GMUNK, a digital artist, to develop the 10,000 NFTs. GMUNK has previously worked with brands like Nike, DoorDash, and Canadian musician and songwriter Grimes. In addition, Crypto.com’s NFT platform will host the NFT collection.

The NFTs will be generated by tracking the in-game movements of players in FIFA World Cup matches. Moreover, football fans who sign up on Crypto.com’s NFT platform can obtain the NFTs. 

Coca-Cola has become one of the latest global corporate brands to leverage the World Cup euphoria. BetDEX, a sports betting exchange built on the blockchain, opened on the Solana mainnet on November 17. The exchange removed fees for bets on world cup matches. 

Last month, leading exchange Binance roped in football legend Cristiano Ronaldo with his NFT collection. The nonfungible tokens enable holders to access different perks — mystery boxes, entry into giveaways, and a personal message from Ronaldo himself. 

In October, Budweiser also moved to launch an NFT collection that features live scoreboards for the tournament. A month earlier, FIFA launched a project on Algorand— an NFT collection of notable moments, art, and imagery from the World Cup and Women’s World Cup. The project is similar to NFT sports collectibles, like NBA Top Shot.