A regional publisher’s new football title has launched an art project for the World Cup.

3 Added Minutes, which was launched by National World earlier this month, is producing a digital mural of the tournament in partnership with Talenthouse, a social network that aims to help creative people showcase their work.

National World has commissioned a team from Talenthouse’s global community of more than 18 million members to produce the mural, which will look at both the on-the-pitch action and the controversial issues surrounding Qatar’s hosting of the World Cup.

Twenty works of art will be shared across 3 Added Minutes’ social media channels during the tournament, culminating in the finished piece.

One of the pieces of art that will make up the mural

Paul Clarke, National World group sport editor, said: “3 Added Minutes aims to be the most distinctive football website. Quirky but not afraid to tackle the most sensitive subjects head on.

“In this saturated football content space, 3 Added Minutes is something different – an extension of the normal 90 minutes of reporting.

“And we’re already starting to see that this is no ordinary World Cup and we hope our coverage captures this in a unique way.”

Lisa-Marie Paul, head of content and distribution partnerships at Talenthouse, added: “We’re thrilled to be collaborating with National World on such an exciting project.

“This important partnership allows us to capture the narrative around this year’s World Cup through our global community of creatives, paired with National World’s ability to articulate and distribute stories.

“Together, we align on the mission to act local and whilst thinking global.

“Endeavouring to shift the focus to the people, places and perspectives which are still often underreported and unheard.”