The FIFA Fan Fest™ concept continues to build momentum and once more proved a stunning success in Brazil, consolidating the project as one of the very best ways for our Commercial Affiliates to engage with their target audience.
More than five million people visited the 12 locations in each 2014 FIFA World Cup™ Host City, creating unrivalled opportunities for associated affiliates to build brand relationships, communicate core values and be a major part of one of the standout memories of the tournament.
Already something of a cultural phenomenon in its relatively short history, the FIFA Fan Fest™ in Brazil was backed at all events by Anheuser-Busch InBev (through its Brahma beer brand), Coca-Cola, Hyundai, Kia, Itaú, Johnson & Johnson, Oi and Sony.
Each of the Commercial Affiliates activated a range of imaginative on-site programmes and impressive commercial display areas, where fans gathered in their thousands to interact with games and competitions.
More than football
Each FIFA Fan Fest™ day was supported by an array of special performances from some of Brazil’s top music acts, including Claudia Leitte, Anitta and Monobloco, together with VIP appearances including FIFA Fan Fest™ Ambassador Ronaldo, who was on hand to get the party started at the kick-off event in Fortaleza, as well as the Rio de Janeiro event during the tournament.
In between matches and live music, revellers enjoyed a selection of international food and drink, and there was even a chance to buy a memento of the event at a wide range of on-site merchandise stands.
TV Globo’s huge promotional support of the event contributed significantly to the on-site experience, bringing a glittering array of musical and cultural entertainment.
TV Globo produced 25 days of simultaneous events in ten cities, with 754 shows and all matches were broadcast in a special clean HD feed. More than 760 hours of entertainment were transmitted.
Safe and sound
FIFA’s role in the coordination of the event included providing quality infrastructure at every site, with the host cities playing an integral role in securing the locations, developing an event concept and managing the day-to-day operations of the event.
The joint efforts were handsomely rewarded as fans flocked in their millions to a safe and enjoyable hub where they could share a truly unique experience. Anyone who was lucky enough to be at the FIFA Fan Fest™ during the 2014 FIFA World Cup Brazil™ is unlikely to forget the experience – it was the party to end all parties.
The FIFA Fan Fest™ in figures (Source: 2014 FIFA World Cup FIFA Fan Fest Attendee Research)
- 85% of FIFA Fan Fest™ attendees (and 90% of Brazilian visitors) enjoyed the experience
- Visitors spent an average of 4.7 hours at FIFA Fan Fest™ venues
- 97% of FIFA Fan Fest™ attendees would be interested in visiting future FIFA Fan Fest™ events