CASE STUDY
FIFA Club World Cup Takeover of Super League Soccer
Unveiling the Club World Cup
Trophy to Gen Z & Alpha
#1
Soccer Event
on Roblox
84%
of players said they plan to follow the FCWC after playing the event
5.55M
Visits
Client Challenge
For the first time, the FIFA Club World Cup™ (FCWC) was expanding from 7 to 32 teams, transforming into a cultural spectacle like never before & a true centerpiece of the global sports calendar. FIFA had an opportunity—with only 9% of Gen Zers & 14% of Gen Alpha being "avid" soccer fans*, how could they bring them into the action & generate excitement ahead of the tournament?
Campaign Objective
Build Excitement for the FIFA Club World Cup™: Leverage an immersive gaming experience to introduce the FCWC for the first time to millions of Gen Z & A soccer fans and get them excited for the upcoming tournament.
Build Long-Term Soccer Fandom: Turn Gen Z and Alpha into lifelong soccer fans ahead of the FIFA Club World Cup, the 2026 FIFA World Cup™ and 2027 FIFA Women’s World Cup™.
Innovate Fan Interactions: Change the sports marketing playbook and engage the next generation of sports fans by meeting them where they hang out in a way that feels personal, authentic and exciting.
Reach a Global Audience: Engage players from all corners of the world, ensuring the event reaches diverse communities, regardless of location through a fun free-to-play experience.
Execution
FIFA partnered with Gamefam to find the answer… Roblox, where Gen Z & Alpha spend over two hours daily, more than YouTube or TikTok. FIFA & Gamefam extended the existing plans to reveal the new FIFA Club World Cup™FCWC Trophy into a hyper-relevant event in Gamefam’s Super League Soccer (#1 soccer game on Roblox**) that dropped young players into the FCWC story like never before.
In just 3 days, we delivered the #1 soccer event ever on Roblox:
5.5M gameplay sessions & 70M minutes of brand engagement
84% of players said they plan to follow the FCWC after playing the event
(* Morning Consult study)
(** in 2024)