Communications

INSATIABLE DEMAND

A multi-platform approach to meeting the insatiable demand for the latest news. 

When it comes to staying up-to-date with their favourite teams and players, football fans have never had it so good – especially for the events that focus on younger talent.

Digital media in particular has made identifying and following superstars of the future so much easier. 

Thanks to the work of professional online journalists and a plethora of enthusiastic amateur bloggers, fans have seldom been better informed or supplied with facts, and that was certainly the case in the UAE. 

Entering “FIFA U-17 World Cup Blog” in a popular search engine, for instance, will ping back more than a million results, demonstrating a seemingly insatiable appetite for the world's favourite game.

Extensive Coverage

With 221 media accreditations issued to both written and photographic press in old and digital media, the FIFA U-17 World Cup UAE 2013 received extensive global exposure.

Some 127 members of the UAE's press covered the tournament from the moment the UAE won the bidding to host the event, right through to the closing ceremony, and all stops in between.

Further afield, the 83 international accreditations ensured record levels of exposure for the FIFA U-17 World Cup. Nigeria's coverage was particularly significant, increasing throughout the competition as momentum built behind the exploits of the Golden Eaglets.

 
  • 221

    media accreditations

 

Significant Growth

Thanks in part to Nigeria's penchant for accessing the web via phones, FIFA.com coverage reached a significant “tipping point” moment with, for the first time, more traffic recorded on mobile devices than via the classic “website” access point. 

Few who have witnessed the smartphone revolution during the past few years will be shocked by this, although the speed with which it has happened is nonetheless impressive. 

Overall, FIFA.com recorded a staggering 33.5 million page views from nine million visitors. Of those, some six million were unique visitors.

The unique audience figure represents an impressive 20% growth compared with the FIFA U-17 World Cup Mexico 2011 just two years ago.

As might be expected, given their magnificent run to overall victory, Nigeria's 20% share of the unique visitor base was the joint-top figure, shared, marginally less surprisingly, with the USA. 

FIFA again had its own Facebook page dedicated to the tournament with more than 21,000 fans registered. Twitter followers, meanwhile, interacted with the tournament across six languages, with a continual global dialogue centred upon a variety of Twitter hashtags.

FIFA.com dedicated coverage produced some 260 news stories per language (1,560 in total) and published around 1,500 pictures from the tournament.

Lights, Camera…

Live pictures and highlights packages were broadcast around the globe.