As the FIFA World Cup approaches, Google and Nike have quietly launched Joga, an invitation-only social-network website for soccer fans and players, reports Inside Google (via MicroPersuasion). Users can upload videos and photo albums and create a soccer dream team ("Starting 11"), and Nike has created city and athlete communities for pro athletes. "Joga" stands for "Joga Bonito," Portuguese for "play beautiful." And it is apparently based on Google's Orkut social-networking platform.

Joga "leverages Nike's brand, Google's savvy in building buzz through seeding programs (remember how Gmail and Orkut rolled out?) and its registration, community and video technologies. Tying it all together is soccer/football, which needless to say has millions of passionate fans worldwide," writes MicroPersuasion's Rubel. He adds that Google is "not just moving into brand marketing programs, but branded communal marketing programs."

Logins are via Google accounts, and invitations can be received by submitting your email address on the homepage or via a Joga member. A Google Video is built into the homepage.

According to Joga's FAQ, "Joga is an online community created by Google and Nike for anyone anywhere in the world who shares a love for soccer, the world's most popular sport. Joga is about getting to know your fellow fans; creating games and clubs; accessing athletes from Nike; and enjoying video clips and photos (you can even upload your own)."