International FIFA Fan Festival™

To bring the FIFA World Cup Qatar 2022™ atmosphere to the doorstep of every fan, FIFA partnered up with AB InBev and Coca-Cola and hosted seven International FIFA Fan Festival™ events in major cities around the world incl. Rio de Janeiro, São Paulo, Mexico City, London, Seoul, Dubai and Riyadh.

mm sports supported FIFA in the evaluation, creation and implementation of a new licensing concept that provides a framework for hosting International FIFA Fan Festivals™ outside of the Host Country. Coca-Cola and AB InBev, were the first FIFA Commercial Affiliates to organise and deliver these events, taking on the title sponsorship with the brands Coca-Cola, Budweiser, Brahma and Corona.

The satellite events complemented the main FIFA Fan Festival, the go-to destination for all fans on-site in Qatar, offering an electric experience of football, music, food and culture.

All International FIFA Fan Festival™ events offered live match broadcasts from the FIFA World Cup Qatar 2022™ as well as various entertainment-driven activities, including performances by popular international DJs, local musicians and artists as well as appearances by FIFA Legends.

The seven events varied in size, between 2,500 and 10,000 visitor capacity and different opening concepts, national team matches only or open the entire tournament, attracted 460,000 visitors across all international venues during the tournament!

The mm sports team is responsible for the following services:

• Embedded in the FIFA Core Team in Zurich
• Overall concept evaluation and feasibility study
• Overall licensing model and event requirements
• Event guidelines
• Coordination of brand integration and guidelines
• Contract drafting and negotiation
• Promotion concept and implementation
• Overall project management