In order to deliver truly memorable events, FIFA consistently develops unique and distinctive event brands. These brands form the visual identity of each and every FIFA event, creating a fitting look and feel and contributing to the fan entertainment and experience before and during the tournament, both inside and outside the stadiums.
FIFA’s Brand Management team is responsible for the development, implementation and marketing of these brands which can consist of an Official Trophy, Official Emblem, Official Mascot, Official Look, Official Poster, Host City Posters and Official Slogans. Some of these assets are highlighted in more detail below:
Each FIFA competition has its own unique trophy which all participating teams strive to win, in the hope of lifting the prestigious prize at the award ceremony of the final game.
The most renowned amongst the FIFA event trophies, arguably the most recognized of any sports prizes in the world, is the FIFA World Cup Trophy. It has come to represent the FIFA values of unity, integrity, authenticity and performance and can truly claim to have a “universal appeal”.
The original FIFA World Cup Trophy was first presented at the 1974 FIFA World Cup after the previous tournament trophy, the Jules Rimet Cup, had been awarded to Brazil after their third FIFA World Cup victory four years earlier. Such regulations no longer apply to the new FIFA World Cup Trophy which will always remain in FIFA’s possession.
The original FIFA World Cup trophy can only be seen at select occasions, such as the Final Draw, Opening and Closing and Final Award ceremonies as well as the FIFA World Cup Trophy Tours. The winners of each FIFA World Cup have to return the original solid-gold prize and receive a so-called ‘Winner’s Trophy’ which at the front bears the engraving of the respective tournament’s and winning team’s details.
The original FIFA World Cup trophy is 36.8cm (14.5 inches) high, 6,175g (13.61 pounds) heavy, and made of 18-carat gold. The base contains two layers of semi-precious malachite while the bottom side of the trophy bears the engraved year and name of each FIFA World Cup winner since 1974. It was crafted by the Italian artist Silvio Gazzaniga in 1972.
The event logo, the so-called Official Emblem is the primary and key visual communicator of every FIFA event, always aiming to be instantly recognisable and inspirational. For all events, with the exception of the flagship FIFA World Cup tournaments, FIFA uses a logo brand architecture characterised by two-coloured "fin" elements rising to the top right of the design. The other parts of every emblem depict a graphic specifically designed to reflect the identity of the respective event and host country. The result is a combination of consistent FIFA brand recognition along with a customized design relevant for the respective event.
The Look Programme further extends the visual identity of the FIFA event beyond the Official Emblem. This enables the event organizers and all stakeholders to consistently visually link all tournament-related activities and campaigns, from stadium and city decoration to print publications, online platforms and so much more, thereby creating an instant association in people’s minds. The Look created for each event attempts to reflect the characteristics of the host country and cities and portray the key values and messages of the tournament.
Official Mascots have come to play a more and more important role in the FIFA World Cup™ as they represent the fun side of the event. Cast as a variety of animals, fruit, vegetables and children (plus one or two abstract characters), their infectiously positive attitudes have added to the atmosphere in the lead-up and during the course of each competition in their own unique way.
Official Mascots not only serve to promote the event and entertain the crowd in the stadium, but also become worldwide "celebrities" through their presence as cartoon figures, promotion and advertising icons, TV performances, music entertainment, toy production, merchandise items and so much more.
The most recent FIFA World Cup Mascot was Zakumi, the leopard, who had appearances across the globe and became one of the hottest souvenir items in South Africa in 2010.
With their bright, vibrant and celebratory designs, Official Posters allow the events to take a more tangible and identifiable form and have become true historic collectors’ items. A good example of the historic context and relevance associated with this brand is the Official Poster for the 2010 FIFA World Cup™ in South Africa. Portraying the African continent in the shape of a man heading a ball, the Official Poster was a symbolic representation of the first FIFA World Cup on African soil.