In the quest to “Develop the game, touch the world, build a better future”, FIFA is constantly developing marketing programmes which allow football fans to interact with FIFA events. The Ticket Fund and the FIFA Fan Fest can be used as case studies which demonstrate FIFA’s commitment towards making its events accessible and memorable for fans.
Marketing programmes also ensure greater visibility for FIFA event brands and marketing assets. This is certainly true for the first ever International FIFA Fan Fest™ concept which was rolled out in 2010 with six international cities playing host to FIFA’s official public viewing event. Rio de Janeiro, Mexico City, Rome, Paris, Berlin and Sydney provided both local residents and tourists with the ideal locations to watch all 64 matches, whilst experiencing the South African flavour of the event and enjoying a true FIFA World Cup™ experience.
The success of the FIFA marketing programmes is due to the involvement of the FIFA Partners, FIFA World Cup Sponsors and other FIFA Commercial Affiliates. A good example of sponsor involvement is the 2010 FIFA World Cup™ Ticket Fund which saw 120,000 tickets being awarded to South African residents by FIFA and FIFA Partners adidas, Coca-Cola, Hyundai-Kia, Sony and Visa.
As the game of football continues to grow in terms of its popularity and social significance, the FIFA will continue to develop unique and innovative marketing programmes which serve the interests of all the members of the ‘football family’.