FIFA wanted an innovative approach to attract new audiences to the FIFA eWorld Cup 2019 Final at London’s O2 arena.

It would have been easy for a global sports rights holder like FIFA to sign the largest, mainstream artist to perform on stage. However, by understanding what gaming fans loved about the tournament and what target audiences wanted to see from new collaborations in this space, we knew this wouldn’t work.

As the brand’s global strategic partner, we are tasked with helping the organisation create deeper cultural connections with influential young audiences. As a result, we developed a new cultural platform that shaped the rights holder's place in music and sport, leveraging the unique opportunity that the eWorld Cup could give break-through UK artists to showcase their talent on a global stage.


Working alongside the UK’s number one, up and coming urban entertainment channel, Mixtape Madness, we redefined the organisation’s youth engagement strategy across sport and gaming and established credibility with hard to reach youth audiences ahead of the 2022 World Cup.

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