Goal 2
Goal 2

Grow revenues for reinvest­ment

2 min. reading time

Grow revenues sustainably for further reinvestment in football

Sustainable investment in, and development of, football is key to its long-term growth. A range of FIFA programmes have been initiated with the goal of creating additional revenue streams to support member associations and other football stakeholders. These initiatives build on the solid foundation provided by the FIFA World Cup™ and will ensure FIFA’s dynamic and relevant presence in the digital space.

Ensure prime commercialisation of our new competition

The new and expanded global club competition, initially scheduled to take place in China PR in 2021, will be an ideal showcase for the distinctive, entertaining nature of FIFA tournaments, both on and off the pitch. While the inaugural edition was postponed to
accommodate UEFA and CONMEBOL flagship national team competitions, themselves
delayed due to the COVID-19 pandemic, positive initial discussions had already
been held with prospective partners.

Grow our brand globally

FIFA has launched dedicated initiatives to increase fan interactions and engagement with the FIFA brand in a globalised and connected world. This included the deployment of tools to provide extensive monitoring and interaction reporting on social media, and the definition and implementation of FIFA’s music strategy, with FIFA Sound providing unique entertainment experiences by uniting two of the most significant global passions: football and music.

Meanwhile, the FIFA World Football Museum in Zurich enjoyed significant engagement despite several months of closure and reduced opening hours, as well as a substantial drop in international visitors due to COVID-19.

Explore growth areas

With the launch of new eSport tournament branding,
FIFA continued to raise the profile of its eSports activities, with a new FIFAe
tournament structure created to unify and highlight three clear and distinct
narratives of competitive FIFA: players, clubs and nations.

FIFA.gg – the digital destination for all
FIFAe competitions – was relaunched in October 2020 with a new brand and additional
features to support the professionalisation of the FIFA eSports ecosystem.

The FIFA eClub World Cup 2020™ headlined a
slatewas just one of five tournaments held over the year, including the FIFA
eNations Stay and Play Friendlies, the FIFA eChallenger Series, the FIFAe
season and FIFAe Continental Cup™ final competition day.

Exploit digital opportunities

FIFA wants to gain a better understanding of football fans in a constantly evolving digital world, to facilitate communication and to build a stronger relationship with them. Driving this process behind the scenes is the customer experience management programme, developed to support FIFA’s fan-facing digital platforms.

The personalisation of the football experience gathered pace with the implementation of a customer relationship management tool, modernising the foundation for fan interaction, which was trialled with the fan journey initiative during The Best FIFA Football Awards™ in December 2020.