Major Sporting events are often a catalyst for the adoption of new technologies and new ways of consumer interaction for business. Fifa has launched its first official app in time for the build up to the World Cup draw on Friday and it is expected to become the most downloaded app of all time over the coming weeks and months.
It seems strange to think of an app as ‘new’ but the scale of what is promised does move the whole area of mobile sports content and delivery onto a potential new plane, one that all sports marketers will be keen to join as soon as possible.
The service will be based on the fifa.com website which generated seven billion page views during the last World Cup. It is promised to deliver over one million minutes of football action each week from the sport around the world.
The sheer size and scale of reach that Fifa can deliver will be a challenge to those many media organisation which would also be looking at a major event like the World Cup as a vital source of engagement with their own customers though as ever much of the value may yet prove to be in the commentary as well as the comment.
South Africa 2010 was a major driver of Twitter in its early stages with players, fans and media realising the value of that medium as a news source.
The new Fifa App recognises the huge value of social sharing and comes with full integration to twitter facebook and other social media sites. It’s first major challenge will be to cover the draw for the group stages of the World Cup Finals which takes place this Friday in Rio.
It promises almost instant reaction from the key managers and individuals and will doubtless be downloaded and accessed across the world in vast numbers.
“Our mission is not only to develop the game of football, but to touch the world and build a better future,” said FIFA President Sepp Blatter in the official press release launching the new service. “With the official FIFA app, we are using mobile technology – the most personal technology ever known – to unite and inspire fans, ensuring they never miss a moment of the beautiful game.”
The app will be available initially in English, French, German, Spanish and Portuguese. It will of course be most popular among those living in the 32 nations taking part but there will also be massive interest within Ireland which has traditionally been to the fore in terms of adoption of social and digital technology.
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