MEXICO Law and Practice Contributed by: Héctor Kuri, Ricardo García, Lisandro Herrera and Xavier Careaga, Galicia Abogados, S.C.
raising complex considerations regarding ethical bias, data privacy, player consent, and fair competition. 10.3 The Metaverse In Mexico, the metaverse remains on the horizon, though sporting institutions like Liga MX are inter - ested in its possibilities. In the lead-up to the 2026 FIFA World Cup, practical applications include “Digital Twins” of iconic venues like Estadio Azteca, allow - ing fans to navigate 3D replicas for seat selection, virtual stadium tours, and interactive e-commerce experiences. “Phygital” retail, where digital apparel purchases trigger physical merchandise delivery, is gaining traction among younger demographics. In the lead-up to the 2026 FIFA World Cup, practical applications include “Digital Twins” of iconic venues like the Estadio Azteca, allowing fans to navigate 3D replicas for seat selection, virtual stadium tours, and interactive e-commerce experiences. Additionally, “Phygital” retail, where users purchase digital apparel for avatars that triggers the delivery of physical mer - chandise, is gaining traction among younger demo - graphics.
Mexican sports organisations leverage the metaverse to transcend physical stadium capacities through vir - tual fan zones, immersive sponsorship activations, and VR/AR training simulations for athletes. The metaverse offers unprecedented global scalability for Mexican brands and creates new revenue streams through digital assets and virtual real-world integra - tion, with relevant IP, privacy, and blockchain-related legal considerations.
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