FIFA’s Looks to Reach Out to Fans with New YouTube Programming

Soccer is a massive business. Not just club level play, but international events such as Euro events, Gold Cup, and of course, the World Cup are massively popular and thus massive money makers. Despite the popularity of soccer itself, FIFA has a deservedly wretched standing with many fans. It seems as though the governing body of international soccer has recognized this, and is making veiled attempts to reconcile with fans.

From the outcry of fans regarding Russia’s anti-gay laws while they prepare to host the 2018 World Cup to the thousands of migrant workers who have died building Qatar’s 2022 stadiums, let alone the various corruption charges, FIFA had some serious bridges to rebuild. Perhaps it was the FBI’s investigation to countries bidding for the 2022 World Cup or the drop of major sponsors in Emirates, Sony, Castrol Oil, Johnson and Johnson or Continental, but it appears as though FIFA is attempting to re-brand their image.

On January 29 of this year, Major League Soccer announced their sale of the popular KICKTV YouTube channel to London based Copa90. Last week Copa90 then sent out a press released regarding a joint partnership as they joined forced with Pitch International, just three days after Pitch International sent out a press release saying they partnered with FIFA. The FIFA/Pitch International pairing will consist of PI airing the new show FIFA Football. The show will launch in May and according to Niclas Ericson, FIFA director of television, the show is about all aspects of the game.

FIFA Football is about giving fans a real insight into the game, on and off the pitch. Football is a truly global game and there are so many great moments to celebrate and fascinating stories to share from around the world. We hope this show will help to inspire the next generation to play, engage in and enjoy the world’s most popular sport.

Aiming at the younger generations — not just as players but also fans — by acquiring and partnering with YouTube channels seems to be a savvy move by FIFA. The NFL catered to fans in January by putting sanctioned game clips and highlights on YouTube. Given the amount of heat put on the NFL and commissioner Roger Goodell in the wake of several poorly-handled decisions, throwing service to fans, possibly in a bit of a distraction ploy, was an interesting tactic. Similarly for FIFA, their new partnerships do nothing to apologize for past (and present) missteps by soccer’s most influential organization, however reaching out to fans is at least a positive step for a company not well known for positive press.

(Header image via Facebook)