Last year, we were tasked to develop a global fan engagement framework for FIFA with the aim to generate co-created ideas to improve the fan experience at future World Cup tournaments. With our help, for the first time in their 111 year history, FIFA welcomed 50 fans from 5 countries to their headquarters in Zurich to listen to their concerns, desires and ideas.
After the success of this inaugural project, our Insight & Activation teams were back in Zurich this week to host the second event. This time we received over 26k survey responses and invited 50 fans from 24 countries to participate in workshops covering everything from VAR technology, on-site experience and mobile ticketing to women's football, the format of future tournaments and loyalty programmes.
The event including opportunities to hear from President Gianni Infantino, Secretary General Fatma Samoura, Deputy Secretary General Marcus Kattner, Chief Commercial Officer Phillippe Le Floc'h and Chief Competitions & Events Officer Colin Smith with Q&As throughout. It also included a surprise appearance from Marco van Basten which went down a storm with the Dutch fans!
Appreciating there's still a long way to go to change perceptions, the event was a huge success with one very happy client, BIG shout out to Alex Howells, Kim Rhodes, Natasha Cabral, Lucy Hutchinson and Ailis O'Connor!
A few videos below:
Fans arrive at FIFA HQ: HERE
Fans testing out VAR technology: HERE
Fans meeting Marco van Basten: HERE
Fans describing the event in 1 work: HERE