Cool move by FIFA to launch a FIFA REWARDS for fans. It’s something many of us probably thought should exist, and now it’s finally here. It’s currently in beta (only a sneak peek at what’s coming), which makes sense as they’re testing it during the Club World Cup to see how fans respond before going bigger. The big question now is what happens when they actually reveal the rewards. If those rewards don’t have real value, it’ll be a massive disappointment. Fans don’t forget that kind of thing.

So how does FIFA Rewards work?

The concept is simple, which is actually a good thing:

• You earn digital stamps (each stamp adds Experience Points – XP)
• Some stamps unlock surprise rewards
• Reach 1000 XP and you unlock a special experience

This kind of “earn, unlock, achieve” setup works. It is easy to follow and stimulating. You feel like there’s progress, and you want to keep going. Especially when the big reward is something like attending an event with a FIFA legend. That’s the kind of thing that gets fans excited. We want to see progress trackers and clear steps towards reaching the big goal! And hopefully the FIFA legend is a real icon… someone fans dream of meeting, not just a random face with a FIFA badge. Give us legends that make the chase worth it.

How will Fans earn stamps?

According to the official site, you get stamps for doing things like:

• Registering for a FIFA ID
• Purchasing a collectible pack
• Downloading the FIFA app
• Attending a match

That’s a solid mix. FIFA Rewards includes both free and paid actions. But here’s the issue: it’s still not clear how to reach 1000 XP. That part really matters, because it’s what gets you to the most exciting reward.

Right now, fans can see that buying a collectible or attending a match unlocks a reward. Those are paid actions, so it makes total sense they come with a benefit. FIFA wants to reward spend, and that’s fair from a business point of view. But what else can fans do to build up XP?

That part isn’t explained clearly. And if the only real path to 1000 XP involves paying, it’s going to feel pretty limited. Especially for fans who aren’t big spenders. FIFA also wants them engaged. There should be a mix of other activities that still bring value to FIFA, like sharing content, inviting friends, watching live matches on the app, completing quizzes, or even answering surveys. These kinds of actions keep fans involved, help FIFA grow the ecosystem, and give everyone a more achievable shot at the top rewards.

A smart move by FIFA, but they need to deliver

It’s obvious the program is also set up to collect data. Not just registration, but also to understand who spends and who doesn’t. This is smart. FIFA clearly understands that having a direct connection with fans helps drive all kinds of business goals.

But here’s the thing: if fans don’t feel like they’re getting value in return, the whole thing will fall flat. FIFA needs to be clearer about:

• What earns XP
• How can I speed up earning XP
• What kind of rewards fans can realistically expect

As a beta, the program is simple and attractive. That’s totally fine for a first version. But when the full version launches, whatever they end up calling it… it really needs:

• More ways to earn
• More visible rewards
• More reasons to keep coming back

Right now, the rewards are hidden. That could build hype… or it could make fans wait and see. Some people won’t want to register or buy anything until they know what they’re getting.

Final thoughts

Let’s hope they keep building on what they’ve started and don’t drop the ball.

This is a great step by FIFA. It shows they’re staying ahead of the trend, as more and more sports teams and associations are starting to launch loyalty programs. In a growing trend like this, it’s going to be key to keep the program fresh and relevant. Nothing kills a loyalty program faster than seeing the same formula repeated across the industry. It takes away any real advantage. At the end of the day, value is everything. If people feel rewarded and appreciated, this could become a huge success. If not, it’ll be remembered as a missed opportunity.

All the best, FIFA. Hope you score a lot of goals with this program.