FIFA Fan Festival™ – FIFA World Cup 2022 & FIFA Women’s World Cup 2023
At the FIFA World Cup Qatar 2022, FIFA took the successful FIFA Fan Fest concept a step further and presented a next generation fan experience: the FIFA Fan Festival™.
Since four editions of the FIFA World Cup, the FIFA Fan Festival™ has been known as the greatest football party in the world! The FIFA Fan Fest™ is an official site of the FIFA World Cup™ and the central destination where fans from all over the world meet to share their emotions and celebrate the unique atmosphere of the FIFA World Cup™. To date, almost 40 million fans have attended a FIFA Fan Fest™, which has taken place on five continents in almost 60 major cities worldwide.
As FIFA’s strategic service provider mm sports supported FIFA in developing a forward-looking strategy with a unique brand and a new name that reflects what the event will stand for in the future – a true festival of football!
The FIFA Fan Festivals™ are planned as multi-directional events that offer true festival character and establish superior entertainment offerings beyond the sport. The events are fan-focused, and FIFA also emphasises digital content, which is available through relevant channels and platforms to connect with fans around the world. For the events, FIFA chooses iconic locations in the host cities and creates a unique atmosphere where fans from all over the world can watch live broadcasts of all FIFA World Cup matches on giant screens.
In addition to the football, fans experience a lively music and entertainment programme and enjoy innovative sponsor activities, exclusive offers and culinary highlights in a unique setting.
During the four-week FIFA World Cup in Qatar, 1.8 million spectators celebrated a thrilling football festival in front of a unique backdrop at Al-Biddha Park (to get an impression check this video on Youtube).
In 2023, FIFA is taking the concept another step further: for the first time, FIFA Fan Festivals™ will be happening in all nine host cities in Australia and New Zealand during the FIFA Women’s World Cup.
The mm sports team is responsible for the following services, successfully continuing the cooperation with the FIFA team that has existed since 2006:
- Embedded in the FIFA Core Team in Zurich
- Overall strategy and concept
- Rights and marketing concept
- Event manuals and guidelines
- Infrastructure concept and management
- Stage and screen design
- Central infrastructure sourcing
- Venue Planning
- Overall project management
- Digital communication and promotion concept
- Venue management and provision of venue managers
- Provision of communication and promotion manager
Year: since 2022