Fifa
- Fifa Fan ID cards will be available at all 16 stadiums
- Programme promises access to a range of digital content and features
- Fifa positioning card as a functional souvenir to drive takeup
Fifa hopes a new fan ID programme will bridge the gap between the physical and digital experience for spectators at this summer’s World Cup whilst simultaneously allowing world soccer’s governing body to build more complete fan profiles.
Every ticketholder at the 2026 Fifa World Cup In the US, Canada and Mexico will be able to collect a Fan ID card from fan information booths at all 16 stadiums.
The Near Field Communication (NFC) enabled cards can be linked to a user’s smartphone with a tap, unlocking a range of digital features designed to help them make the most of their matchday experience.
This includes stadium information, the ability to personalise tournament merchandise with official content, and augmented reality (AR) powered video messages.
Fifa is also positioning the cards as a souvenir and is encouraging fans to wear their cards with the supplied lanyard, making it easy to tap when the opportunity arises.
Fifa is prompting fans to collect their Fan ID as soon as possible, nothing that stadiums will open three hours before kick-off, with live entertainment, giveaways and other activations. This is partly through necessity, with the out-of-town locations of many stadiums meaning many supporters will arrive early to avoid delays. Early arrivals also provide more engagement and revenue-generating opportunities for Fifa, which will be able to sell more food, drink and merchandise.
The Fan ID cards will also allow Fifa to acquire more data about the behaviour of fans in the stadium, pairing this with insights gathered from their online activity. Fifa’s digital estate includes official applications, digital platforms, online games, and its Fifa+ direct-to-consumer (DTC) streaming service.
“Your Fifa Fan ID is your door into an entire world of exclusive content, unforgettable experiences and memories that are yours to keep and share,” said Fifa president Gianni Infantino. “Wear your Fifa Fan ID with pride! Use it at every opportunity and make it your own. Enjoy every single second.”
Bridging this data gap has been a priority for many rights holders and venue operators, who have invested in in-stadium mobile applications, loyalty programmes, Wi-Fi technology, and other innovations such as interactive big screens and signage to secure user participation and increase visibility.
Many are also conscious that the experience of attending a live event needs to match and exceed what is possible with television and streaming, especially when there is a need to justify higher ticket prices. Fifa has received considerable criticism for the cost of tickets at the 2026 World Cup and for its use of a controversial dynamic pricing system.
Fifa hopes the scale of the tournament, combined with the promised utility and ease of use, will ensure its initiative proves successful and potentially delivers a blueprint for the rest of the industry to follow.
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