How FIFA is generating fan engagement through digital strategies

The FIFA World Cup, held in Qatar, was inaugurated on November 20. The sponsoring organization has launched a complete digital communication channel to engage the fan in the stadium as well as the fan on the other side of the world enjoying the competition.

The FIFA app and platform have been redesigned to be accessible through a variety of connected devices. Access to the platform is free and the fan can find out which broadcaster is offering the match they need to watch as well as enjoy exclusive content on match making offs, archive matches and immersive experiences.

Of course, the fan can access the complete coverage of all the matches that make up the tournament. This infographic coverage will also feature video highlights, sounds and atmospheres of the matches. FIFA has paid special attention to accessibility and has provided a sign language version of each content.

For those in Qatar, FIFA+ will offer the Stadium Experience. Followers will be able to enjoy Fantasy Classic features, win various prizes in Fantasy Daily both of which are complemented by other FIFA+ Play Zone favourites such as the digital Panini Album, Daily Predictor and World Cup Trivia game. Fans will also be able to participate in the FIFA Fan Festival, access the official company store and gain access to thousands of original, live and archival content.

All of the above is underpinned by a personalised user experience and a notifications integration, where fans can register for free, choose their favourite World Cup team, and enjoy a journey through the FIFA World Cup.

FIFA Director of Strategy, Digital and FIFA+, Charlotte Burr, said: “FIFA+ is set to become the official companion experience for the tournament, giving fans around the world a unique and personal experience and reshaping how they enjoy sport’s biggest tournament now and in to the future.”