The governing body is understood to be putting in place a digital strategy that will see it switch from event-focused marketing to establishing an always-on presence. Online activity for next year’s tournament in Brazil will be used as the springboard for the digital drive, including the new mobile app.
The app, created by Monitise Create, uses the organisation’s online portal as a template for serving features such as news and match results to fans. It links to several social networks and also allows users to track their national teams across both men and women’s football.
Future updates will see the hub transform into an online community of fans sharing content around the World Cup and beyond. FIFA declined to give further details on the changes but said the app will function as an “unparalleled digital platform to unite the hundreds of millions of fans for the 2014 World Cup”.
Matt Stone. head of digital at FIFA, says the mobile push marks a “new chapter” in the organisation’s 109-year history.
He adds: “As the authoritative voice of football, the expansion of our digital content into mobile and tablet applications will provide an event greater experience to football fans across the world.”
FIFA’s decision reflects a paradigm shift from rights holders in 2013 that sees them trying to be more proactive in how they they engage fans from their own channels. European football governing body UEFA is said to have sought out agencies earlier this year to help create a social media strategy, while the International Olympic Committee announced similar plans in the summer to try and appeal to younger fans.