FIFA is turning to Avalanche for a purpose-built blockchain to power digital collectibles and future web3 products.

The world's football governing body FIFA is creating its own blockchain on Avalanche, named the FIFA Blockchain, as the latest move in its web3 strategy focused on digital collectibles and fan engagement, starting with hosting its digital collectibles platform, FIFA Collect.

FIFA, the international football governing body, is teaming up with Avalanche to create a custom blockchain that will serve as the foundation for an array of Web3 products, including digital collectibles.

The blockchain, named FIFA Blockchain, will provide high throughput, low latency, and full governance control to consistently deliver more scalable and engaging digital products for FIFA’s vast fan base of over five billion people, according to Avalanche’s blog post on Thursday.

The news comes after earlier reports of FIFA’s leaders discussing digital tokens. Earlier in March, Gianni Infantino, president of FIFA, met with U.S. President Donald Trump at the White House Crypto Summit, where they discussed FIFA’s interest in launching its own coin to engage five billion soccer fans. Trump responded by saying the coin might be worth more than FIFA and remarked, “It’s quite a coin, actually.”

FIFA will also collaborate with Modex, a blockchain development firm, to build the FIFA Collect marketplace, showcasing a selection of digital collectibles from the upcoming FIFA Collect platform.

The initial rollout will focus on FIFA Collect, while other future business cases are still kept confidential and might be unveiled at a later stage.

However, the announcement from Avalanche doesn’t specify a time frame for the launch of FIFA Blockchain.