FIFA’s complete package in Social Media Enterprise Collaboration

Jaime Salinas    December 4, 2017

Throughout FIFA’s divisions, I believe that FIFA has created the most significant collaboration between two of its departments such as Marketing, and Communications & Public Affairs Division. Each department is in charge of developing different aspects of FIFA’s goals. FIFA’s most important goals are; creating opportunities for fan engagement, providing best experiences for fans, players and all stakeholders at events, providing up-to-date information on game time, scores, and ticket information. FIFA accomplishes this through FIFA’s web site, FIFA’s App, and all Social Media channels.

Marketing at FIFA consists of many sub-divisions that include Brand & Marketing Communication, FIFA Marketing Russia, FIFA Quality Concept, Hospitality, Licensing, Marketing Alliances, Marketing Event Management, Production, Sales, Strategic Development and Ticketing. FIFA’s Marketing is committed to providing sponsors with “right packages”, promoting events to fuel fan excitement at host nations, managing premium hospitality events, creating innovative and tailor made marketing programs enhancing fan experiences, managing brand identity at FIFA and events.

Communications & Public Affairs Division handles public relations, internal communications, and FIFA weekly magazine. FIFA’s digital department is in charge of, social media platforms, FIFA app, and video content through FIFA TV. The digital department is also in charge of the storage of data, photographs and documents. FIFA’s media department handles the communication to the media and media facility services for FIFA events. FIFA’s public affairs department handles the communication, relations and engagement with public, authorities and policymakers.

FIFA has established a group to develop a comprehensive mobile and digital strategy designed to improve engagement with FIFA’s stakeholders. The work was built upon FIFA’s established platforms, including Facebook, Twitter, Instagram, YouTube, and the FIFA app, which was downloaded 30 million times around the FIFA World Cup 2014. I wonder how many times the FIFA app will be downloaded in the 2018 World Cup in Russia?

In order to watch the video, FIFA has granted permission via YouTube

On October 13, 2016 FIFA unveiled “FIFA 2.0: The Vision for the Future” this involves collaboration between all divisions and is the first time in FIFA’s history that it published a roadmap for the future of football. The new vision is creating the most effective way to grow the game, improve football experience for fans and players and to continue building a stronger institution

FIFA’s new vision is to promote the game of football, protect its integrity and bring the game to all.

Here are some of FIFA’s 2.0 measurable future objectives for 2026 FIFA World Cup™.

  • Over 60% of the world population will participate in playing, coaching, refereeing – or experiencing broadly in the game of football
  • FIFA will double the numbers of female players to 60 Million
  • FIFA will invest over USD 4 Billion in football development
  • FIFA will optimized internal operations and external business relationships that will improve revenues and financial efficiencies

The current FIFA President, Gianni Infantino said:

We live in a time that presents us with a wealth of opportunities to make the beautiful game bigger, better and more meaningful to the world, said Infantino during the FIFA Council meeting at the Home of FIFA. Our vision – to promote the game, protect its integrity and bring the game to all – will set the path forward for our work.

A three-part strategy supports this vision, said the FIFA President. We will invest in the game, its players and its future; we will innovate to improve the player and fan experience; and we will take greater ownership of the business operations for our showcase events. This will enable us to deliver on our commitment to the game and its billions of fans.

The current FIFA President, Gianni Infantino has indicated, FIFA’s work is guided by three objectives:

  • To grow the game by investing in their Member Associations, in the women’s game, and in technical programmes;
  • To enhance the experience for all who participate in football in many different ways;
  • To build a stronger institution that effectively governs, regulates and protects football, to preserve the essence of “The beautiful game”

The current FIFA President, Gianni Infantino said:

No international sports governing body is better positioned to organise world-class competitions, galvanise supporters globally and deploy resources for maximum impact. And FIFA is on the right path to building an organisation that will set the standards for others to follow.

It is essential that a broad spectrum of stakeholders participate in our discussions of this important topic – and that we at FIFA are optimally informed and supported as we look to the future.

By clicking on the following links you can find more information on the posts I have written related to FIFA’s Social Media Activities: Employee Involvement, Customer Engagement, Product Development and Design, Supply Chain Management, Social Media Metrics, Marketing and Social Media, and The Future of Social Media.

In order to watch the video, FIFA has granted permission via YouTube

Quote from Damian Ryan, author of Understanding Digital Marketing 4th edition 2017 book, quote received November 27, 2017

Companies and brands are waking up to the power of social media in all kinds of ways. Not only do many consider this to be an affordable and measurable way of engaging with their audience but others are realising the natural place for social media to disrupt expensive processes – for example moving your customer care agenda to social media or replacing your call centres with social media led activities. It has a transparency and an immediacy that is badly required in this fast moving world – I mean who wants to ring a call centre and stay on hold for 20 minutes when you can engage via social media.


Lessons for Others

Small and large organisations have seen the benefits of using Social Media platforms such as Twitter, Facebook, Instagram, and YouTube. The Social Media platforms combined with organisations websites can be used together to improve customer engagement, transparency, collaboration and organisational performance. We see this very clearly when taking a deeper look at how FIFA uses Social Media collaboratively between the Marketing and Communications & Public Affairs Divisions. FIFA also found a way to use Social Media effectively in their Supply Chain and Product Development divisions. Social Media channels create a great source of customer engagement via web site videos, communication through social media channels and real time updates.

For organisations to accomplish similar benefits as FIFA has from their use of Social Media they have to integrate their Social Media activities throughout the entire enterprise. Have a Communications Department that believes and dedicates themselves in engaging not only with customers but also in finding ways to integrate their Social Media activities throughout their organisation. This will lead to improved collaboration with the whole organisation.

In order to watch the video, FIFA has granted permission via YouTube

Industry: Soccer (aka football)
Name of Organization Contact: Gianni Infantino FIFA President

Authored by: Jaime Salinas

If you have concerns as to the accuracy of anything posted on this site, please send your concerns to Peter Carr, Program Director, Social Media for Business Performance.


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FIFA “Our strategy”, retrieved December 1, 2017 from:

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How does FIFA work? Video, published Monday, 4 May 2015, retrieved December 1, 2017 from:

Developing football for all video, published Thursday, 20 November 2014, retrieved December 1, 2017 From:, FIFA Social Channels retrieved December 4, 2017 from:, FIFA Media Division retrieved December 4, 2017 from:, FIFA Divisions retrieved December 4, 2017 form:, FIFA TV Division retrieved December 4, 2017 from:, Marketing Division retrieved December 4, 2017 form:, FIFA App retrieved December 4, 2017 from: