Web3 gaming platform Upland extends partnership with NFLPA and OneTeam for 2024/25 football season

Upland, the immersive Web3 gaming platform that is mapped to the real world, is once again teaming up with the NFL Players Association (NFLPA) and OneTeam Partners for the 2024/25 football season. As fans gear up for another year of excitement on the field, Upland is bringing a new level of interactivity and engagement to the digital sidelines, allowing users to get closer to the game — and the players they love — like never before.

Today, Upland announced the fourth season of its successful partnership that won Upland the NFLPA Licensee of the Year in 2022. The NFLPA Legits product, a key part of this collaboration, has proven to be a favorite among fans, with over 850,000 items owned by more than 27,000 players.

In addition, engagement grew significantly last season, with a 43% increase in items purchased and a 72% rise in unique collectors. These numbers highlight the enthusiasm within the Upland community and the success of the NFLPA Legits ecosystem in deepening player engagement.

Upland, which has a strong player base in the United States, celebrates American football through this partnership, inviting both U.S. and international players to experience the excitement of the sport.

For the upcoming season, Upland is adding new features and mechanics to enhance engagement and rewards, building on popular activities like collecting and trading Professional Football Player Legits, taking part in exclusive events, and managing digital fan shops where players can exchange assets within Upland’s digital economy.

“We’re excited to continue our partnership with the NFLPA and OneTeam for a fourth year,” said Idan Zuckerman, Co-Founder of Upland. “Being recognized as the NFLPA’s Licensee of the Year in 2022 motivates us to keep innovating this season.”

As this collaboration continues, Upland is introducing new NFLPA Legits helmet models, expanding collectible options for players. The season will also feature community challenges that offer exclusive physical fan wearables as rewards. The partnership remains focused on giving fans unique ways to connect with the sport and each other while participating in a growing digital economy.

Co-founded in 2019 by CEO Idan Zuckerman, Upland is a Web3 gaming platform that connects to the real world through a digital economy based on virtual properties and other assets tied to actual locations. It allows players to buy, sell, trade, and develop properties and assets, fostering a dynamic and open digital marketplace. Upland is accessible on iOS, Android, and the web and aims to create an inclusive digital environment for everyone.

The NFL Players Association (NFLPA), founded in 1956, represents professional football players in the NFL, ensuring their rights and interests are protected. The NFLPA has a history of taking strong action to uphold players’ rights, including its temporary dissolution as a union in 1989 and subsequent reformation in 1993 to negotiate a groundbreaking Collective Bargaining Agreement, which will remain in effect through the 2030 season.

NFL Players Inc., the NFLPA’s marketing and licensing arm, connects businesses to NFL players through tailored licensing, marketing strategies, and player engagement opportunities.

OneTeam Partners, founded in 2019, is a leader in sports licensing and marketing, working to commercialize group licensing rights for professional athletes. The company is a joint venture of several major players’ associations and is supported by firms like HPS, General Atlantic, and Morgan Stanley Tactical. OneTeam represents name, image, and likeness rights for athletes across a wide range of sports, including soccer, rugby, esports, and collegiate sports.