Intention
For the Fifa World Cup Qatar 2022, Fifa wanted to do more than “sell out the big games” – the goal was to fill every seat, across every stage, in a new host region with very different travel patterns and fan behaviours.
PACE was brought in to design and run a global ticketing strategy and performance campaign that could react to real demand and turn interest into purchases.
The client’s objectives were fourfold:
- Maximise stadium occupancy across all matches, not just knockouts and host nation fixtures.
- Unlock demand beyond the “classic” European markets – especially in MENA, Asia and the Americas.
- Use digital channels to drive cost-efficient ticket sales and promote the official Fifa ticketing app.
- Build a high-intent audience base (newsletter and app users) that could be reactivated throughout the tournament for upgrades and last-minute tickets.
Idea
We designed a data-led, multi-market ticketing engine: start with fan appetite, then build tailored journeys per region and language that follow the tournament hype curve.
Market research showed strong intent from the MENA region, Asia, US, UK, Mexico, Argentina, and from fans living close to Qatar – whilst traditional European markets alone wouldn’t be enough. We used that insight to:
- Prioritise markets and shape strategic messaging per region, teasing the experience and building FOMO along the road to kick-off.
- Launch a comprehensive paid media plan across Facebook, Instagram, Twitter, Snapchat, TikTok, YouTube and Google Search, reaching fans in 30+ countries with granular language targeting.
- Set up specific tracking and audience logic: past buyers were turned into custom and lookalike audiences; these segments were reactivated to drive last-minute sales and ticket upgrades.
- Build and nurture a ticketing-focused newsletter group, using purchasing behaviour to segment cross-sell and upgrade opportunities, and push the official Fifa ticketing app as the central hub for access and on-the-ground info.
Impact
The ticketing strategy helped turn the first World Cup in the MENA region into a record-breaking attendance story:
- 22M video views across paid campaigns on 5+ digital platforms.
- 65M+ engaged users on social media.
- 8M link clicks to ticketing
- 94% match attendance vs. stadium capacity achieved
Stadiums were consistently near- full from early in the tournament, not just in the later stages. Demand was unlocked beyond traditional markets through multilingual, multi-country campaigns that converted interest into sales.
The combination of paid campaigns, newsletter strategy, and the ticketing app ensured that fans could be reactivated for upgrades and last-minute tickets, extending revenue opportunities throughout the event.
In short: PACE helped Fifa turn the world’s biggest football event into a data-driven ticketing success, filling seats, optimising spend, and setting a benchmark for future tournaments.
Find out more about PACE here.