AN F OCF U S GROUP AT FIFA 2016...When attending games at a stadium or at the FIFA Fan Fest TM, fans are motivated by unity, interaction and getting to know likeminded football fans

FAN FOCUS GROUP AT FIFA 2016POST EVENT FAN REPORTPREPARED BY NIELSEN SPORTS

JANUARY 2017

CONTENTS

ON-SITE EXPERIENCE 04

THE MOBILE TICKET 06

VIDEO ASSISTANT REFEREES 07

1

2

3

4

5

6

WOMEN’S FOOTBALL 08

FIFA CLASSICS MERCHANDISE 09

FAN ENGAGEMENT 10

FAN FOCUS GROUP AT FIFA 20162

The Fan Focus Group at FIFA 2016 was the first official and global event of its kind, conducted on 27 and 28 October 2016 at the home of FIFA in Zurich. The goal of the Fan Focus Groups was to integrate live dialogue with co-creation opportunities between FIFA and football fans. 50 fans from 21 countries and 5 confederations – AFC, CAF, CONCACAF, CONMEBOL, and UEFA – were recruited through an online fan survey, which was live from 22 August to 5 September 2016. Among the twenty six thousand fans who filled out the survey, more than six thousand applied to participate in the event. The selected fans received a unique opportunity to visit FIFA headquarters in Zurich, meet FIFA Executives as well as a few football heroes, and contribute to the discussion in areas such as mobile ticketing, on-site experience, technology, merchandising, women’s football and fan engagement.

All of the selected fans showed a high level of experience and knowledge in terms of the game, and such professionalism helped them look at FIFA and the sport of football from different angles, providing holistic feedback on commercial, technical and consumer perspectives. Regardless of title and affiliation to the sport, all participants first and foremost identified themselves as football fans because they share the same passion for football that millions around the world do. This report is a condensed version of the full outcome of the Fan Focus Group. It is intended to openly share areas discussed with the fans. Suggestions provided by the fans are evaluated and may eventually be realised.

CONDENSED FAN SUMMARY

Fans are willing to talk, share and integrate with FIFA, both in-person and through digital channels.

There is still a lack of awareness of other activities beyond organising FIFA World CupTM tournaments.

Once exposed to the ‘human’ side of FIFA, fans immediately become ambassadors of the organisation.

GENERAL INSIGHTS AND RECOMMENDATIONS

There is an opportunity to digitalise the Fan Focus Group experience and engage with a much broader audience.

Fans believe FIFA could be a facilitator of the global fan community like it is with its Member Associations.

Copyright © 2016 The Nielsen Company 3


IN-STADIUM FOCUSED

Once-in-a-lifetime experience

With the greatest emotions from a live game

Embracing national pride and unity

Provide attractive pre-game entertainment

Infused with nice sponsor activations

When attending games at a stadium or at the FIFA Fan FestTM, fans are motivated by unity, interaction and getting to know likeminded football fans from other nations. In addition, fans want to embrace the event and be a part of the celebration surrounding, because this entertainment component intensifies their emotional bond. Compared to watching the game at home, the on-site experience at both the FIFA World CupTM stadiums and FIFA Fan FestsTM were considered authentic and communal. Fans could satisfy the need for bonding and group celebrating, which intensified their emotions and feelings of being a part of something special.

FANS DEVELOPED A GUIDELINE THAT THEY BELIEVE CAN HELP FIFA IN CREATING UNFORGETTABLE TOURNAMENT EXPERIENCES.

Too focused on the pre-game entertainment

Lacks variety of food & beverages

Lacks digital offering including stable Wi-Fi

So crowded that it creates annoying queues

Less imaginative when it comes to sponsor activations

Better variety and quality of F&B with different options for special dietary preferences.

Special hospitality packages incl. transportation, early access and private guided tour.

Additional screens in the stadium to look up stats, highlights or any extra content.

Smarter and more creative sponsor activations e.g. group games and football trivia.

Solid application featuring interactive stadium tour with ability to track user location.

Platform/hashtags to chat, tweet or post a picture that can be shown on a big stadium screen.

Purchase, pre-order, pick up and personalise merchandise in the store (e.g. personalise jersey).

Entertainment options before and after the game infused with game-related activities (e.g. game trivia, Q&A with former players).

KEY SUGGESTIONS FROM FANS TO ENRICH THE FIFA WORLD CUPTM IN-STADIUM EXPERIENCE

ON-SITE EXPERIENCE1


THERE ARE TWO KEY ASPECTS THAT ENABLE LONG-TERM POSITIVE MEMORY OF THE EVENT.

THE FIFA FAN FEST TM FOCUSED

Great atmosphere with truly international flair

An ideal place for meaningful social interactions

Infused with spirit of celebration and togetherness

Offers extensive entertaining programme

Complements the in-stadium experience

Empty and forgotten during less popular matches

Lacks variety of food & beverages

Unsafe and uncomfortable to come with kids

Lacks digital offering, including navigation & information

Not flexible in terms of different weather conditions

Family-friendly environment located in the city centre with convenient accessibility by public transportation.

Experience with similar visuals and solid look & feel of both stadium and the Fan Fest.

Enabled with kids & family areas and VIP zones for those demanding more comfortable and less crowded spaces.

Conscious space accessible for disabled people or those with special needs, featuring litter recycling etc.

More entertaining games, fan competitions and post-match concerts as well as music coverage with ability to select music from playlists.

Better variety of merchandise, including country-specific and customisable items, FIFA Classics, special signed jerseys.

Better variety of F&B offering local and vegetarian cuisine in stands, food trucks and mobile bars.

More activities featuring game lounges with enough consoles, etc. Application with information about each Fan Fest incl. virtual tour, maps and ability to pre-order and pick up merchandise.

KEY SUGGESTIONS FROM FANS TO ENRICH THE FIFA FAN FEST TM EXPERIENCE

International Bonding & Sense of Belonging

Unique Entertainment & Bright Celebration


Mobile Ticketing is seen as the primary way to obtain tickets, complemented by other purchase options.

The mobile ticket should be much more protected and secured from any kind of fraud.

The mobile ticketing system should be fine-tuned and past the introductory period as it may involve some issues and affect the purchasing process.

However, it should be easy to transfer and convenient enough to accommodate ticketing needs of larger groups of fans.

The mobile ticket is clearly imagined as a virtual ticket that is displayed on the smartphone.

The reprint or charging stations should be available at the stadium to make sure there is a backup option if a smartphone is broken or runs out of battery.

Dynamic pricing is welcomed and seen as a way to ensure that stadiums are filled with fans.

Seat upgrade is another great benefit for those who purchase tickets through a mobile app.

Special in-app features such as geo-location and pre-order of F&B is greatly appreciated and perceived as a given in the age of technology.

THE MOBILE TICKET2When thinking of how fans would use the mobile ticket to enter the stadium, all clearly imagined the ‘mobile ticket’ to be displayed on their smartphones instead of other devices such as wristbands, credit cards, etc. as it makes more sense to use the smartphone as a single source for purchasing and storing the ticket because everyone carries a smartphone with them. On the other hand, paper tickets are still very valuable due to many fans collecting them as mementos. To keep the memories alive, fans suggest that FIFA create a digital ticket wallet that would be enhanced with additional content such as pictures with geo-location features, match stats or interesting facts so that each fan can reconnect with event memorabilia.

MOBILE TICKETING IS NOT A FUTURISTIC VISION – IT IS A CONVENIENT WAY OF GETTING TICKETS TO ALMOST ANYWHERE.

MOBILE TICKETING IS WELCOMED FOR ALL T YPES OF OCCASIONS. THESE IN PARTICULAR WERE MENTIONED

AS ESPECIALLY SUITED FOR MOBILE TICKETING:

When the event or a ticket office is located far away

When the event is planned long in advance

When you don’t want to queue in order to get a ticket

SITUATIONS FOR WHICH A MOBILE TICKETING SOLUTION SHOULD PROVIDE AN EASY AND EFFICIENT SOLUTION:

When giving as a gift or wanting to keep as a souvenir

When spontaneously decided to go to the event

When abroad and don’t want to use mobile internet

When the ticket needs to be easily transferrable

When the ticket is purchased for a person with a disability

REQUIREMENTS FOR THE FIFA MOBILE TICKETING SOLUTION


VIDEO ASSISTANT REFEREES3VAR discussions quickly became a hot topic for all fans, not only because all of them wanted to debate the technology, but also because fans were able to see the technology live. The session included an evaluation of the technology, a live demonstration on the pitch, debates around the use of technology, its impact on the game and how such technology should be positioned. A vast majority of the fans in the group were highly knowledgeable about the technology itself and the current process of its implementation.

Before the live demonstration on the pitch, fans exchanged opinions about VAR and how they currently feel about such technology. A majority of fans expressed positive opinions about the technology. On a scale of 1-10, the fans attributed about 8 points on average to VAR. They quickly agreed that the idea of having VAR in football is positive because it provides fairness, traceability and innovation. The rest of the group was more sceptical towards the technology, as they weren’t convinced of the benefits the technology provides.

On the other hand, fans want to make sure the technology is visible and understandable. If a referee makes a decision based on the technology, fans should know what’s going on and why a certain decision has been made. That means the use of VAR without any access to the technology for fans is fully rejected, as it is expected to be a part of the viewing experience in the age of technology.

THERE ARE FOUR KEY COMPONENTS THAT INFLUENCETHE GENERAL PERCEPTION OF THE TECHNOLOGY.

APPLYING VAR TO IN-STADIUM AND TV EXPERIENCE

TIMELINESS Fans would like to make sure that the time that is required to use the technology is reasonable and doesn’t affect the flow of a game.

VISIBILITY Fans would like to observe the use of VAR and understand when, how and why the decision is called to the technology.

USABILITY Fans would like to make sure the use of VAR is limited and protocoled and not every little decision will be called to VAR.

CLARITY Fans would like to have an access to video replays and materials generated from the use of VAR to have a clarity on the process.


WOMEN’S FOOTBALL4There is still a common perception that football is a male sport, a male culture, and a male domain. It is played by men, run by men, and dominated by men. However, women’s football has made noticeable progress in developing its accept-ance and popularity around the world. Fans believe that it has great potential and it has to be supported both nationally and internationally. As the global voice of football, fans believe FIFA should increase its attention to women’s football by addressing current challenges and helping local organisations to understand the value of women’s football and encourage it to be embraced nationwide.

WOMEN'S FOOTBALL IS EMERGING AND CLEARLY GROWING ITS SHARE IN TODAY'S GLOBAL FOOTBALL BUZZ.

Women's football stands for team spirit,

fair play, respect, accessibility, connection,

power and more daring.

CHALLENGES FOR WOMEN'S FOOTBALL AND SELECTED SOLUTIONS SUGGESTED BY FANS

1Smart marketing campaigns emphasising the unique characteristics of womenʼs football

Empowerment campaigns such as ‘Live Your Goals’, #LikeAGirl and ‘This Girl Can’

Lack of identity

2Include more female officials in the game

Introduce a quota for female commentators,analysts and pundits

Lack of female experts in football

3 Promote women’s football through female and male players

Include male ambassadors to present, comment and analyse women’s football

Lack of professionalism and respect for women’s football

4 Make sure fans know when and where games are broadcast

Use digital platforms to create additional broadcast channels apart from TV

Lack of media coverage

5 Continue bringing tournaments and media attention to the countries where women’s football is less developed

Lack of development at grassroots level

6No inappropriate questions – only those related to the game, the tactics and players

Biased journalism


FIFA CLASSICS MERCHANDISE5Merchandising is a key component of a sport event, especially when it comes to big international competitions. It is a means to mark the event, to celebrate and to intensify emotions and experiences of the event. Its symbolic role is enormous as fans explained that they have a strong emotional attachment to their merchandise related to events that they have attended.

IT IS MORE THAN JUST A MERCHANDISE…

THE ROLE OF FIFA IN MERCHANDISING – FANS HAVE HIGH EXPECTATIONS OF FIFA CLASSICS MERCHANDISE.

NO SPONTANEOUS AWARENESS YET BIG POTENTIAL FOR THE FOOTBALL FANS

Made for good of football

Represents fandom

Marks the event

AND IN TERMS OF SYMBOLIC VALUE:

Only context-related items

With clear meaning to a fan

Showing mutual respect

SHOULD BE MEANINGFUL AND RELATABLE:

Quality of fabric

Embroidered logo

Stylish visuals

SHOULD BE SUPERIOR IN TERMS OF ACTUAL VALUE:

Made for goodwill causes

Part of revenue goes to charity

Or to support youth football

SHOULD BE MORE THAN JUST A COMMERCIAL ACT:

FAN ENGAGEMENT6On the one side, the Fan Community is seen as a platform which has a‘horizontal’ function in connecting fans with each other. Fans describe the need for more communication, information and touchpoints, which would reinforce their involvement and their passion at all levels. At the same time, the Fan Community is seen as a platform with a ‘vertical’ function that informs fans and provides compre-hensive information about football and all of its aspects.

FIFA’S ROLE IN THE FAN ENGAGEMENT PROCESS SHOULD BE TO ACT AS A MEDIATOR AND A TRUSTABLE SOURCE OF KNOWLEDGE.

FIFA as a go-between, a facilitator and ambassador for the fans

FIFA as a curator of football history and its values

FANS EXPRESSED THREE TIERS OF NEEDS WHERE THE ROLE OF FIFA AND THE FAN COMMUNITY IS DEMANDED.

CONNECTION To help fans connect with each other

FACILITATION To help fans speak with each other

REGULATION To regulate the relationships between fans


ALLISON CARY

United Stateshttp://www.orlandocitysc.com/post/2016/11/02/cary-representing-united-states-fifa-fan-focus-group)

FIFA as a curator of football history and its values

FIFA FAN COMMUNITY

FANS BELIEVE THE COMMUNITY SHOULD CONNECT ALL OF FIFA’S DIGITAL PLATFORMS AND REPRESENT THE ONE-STOP SHOP TO READ, DISCUSS AND PARTICIPATE.

Apart from the needs described in the fan community section, fans organised their ideas in three clusters: ‘on-years’ (years of tournaments), ‘off-years’ (years between the tournaments), and permanent content (something that should be permanently available in the centre). For ‘on-years’ fans discussed a number of suggestions to enhance the motivation and encouragement during tournaments. For ‘off-years’, the Fans’ Tournament Survival Guide was envisioned, with continuous motivators for frequent

visits to FIFA channels e.g. through a blog with the most emotional fan moments / best moments as well as competitions and polls, such as the most dramatic FIFA World CupTM moments of all time, or most joyful reactions to a goal etc. And finally, the permanent content for ‘always-on’ interaction, is suggested to include several initiatives that fans assessed as key to creating a dialogue and engagement with fans in a way similar to what FIFA did during the Fan Focus Group event.

FIFA DIGITAL ROOM A digital meeting platform

where monthly live chats take place between FIFA representatives

and the fan community – for example, when one of the FIFA Executives organises a Q&A live session with fans via Facebook,

YouTube or other platforms

#ASK FIFA A digital technology such as Chatbot that uses artificial intelligence on a messenger platform to deliver real time

answers to questions coming from fans – for example, if a fan posts a question to FIFA via Facebook messenger, then an automated written response is generated

FIFA TAG A platform for fans to share

how they consume football in moments, stories or any other

forms to celebrate and embrace football – the hashtag can be

developed every week to generate the theme for fans and encourage

them to generate their own content using a hashtag


Find-a-Fan Near Me

Gaming & Trivia Platform

'Live Match Netflix'

Fans Away From Home

'WikiFIFA'

Live ChatDiscussions

Crowdfunding Opportunities

Content Sharing

Then & Now Stats

Football Calendar

'Game Zone'

AN F OCF U S GROUP AT FIFA 2016...When attending games at a stadium or at the FIFA Fan Fest TM, fans are motivated by unity, interaction and getting to know likeminded football fans

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