FIFA is introducing a new Fan ID programme for the 2026 World Cup designed to bridge the gap between live stadium attendance and digital engagement, while also enabling the governing body to build more detailed profiles of supporters.
Every ticket holder at the 2026 FIFA World Cup across the United States, Canada and Mexico will be eligible to collect a Fan ID card from fan information booths at all 16 host stadiums.
The Near Field Communication-enabled cards can be linked to a supporter’s smartphone with a simple tap, unlocking a range of digital features intended to enhance the matchday experience. These include access to stadium information, the ability to personalise tournament merchandise with official content, and augmented reality-powered video messages.
FIFA is also promoting the cards as a keepsake item and is encouraging fans to wear them using the supplied lanyards, making it easier to tap and use them throughout the tournament.
Fans are being urged to collect their Fan ID as early as possible, with stadiums opening three hours before kick-off and offering live entertainment, giveaways and other activations. This approach is partly driven by logistics, as many stadiums are located outside city centres, requiring early arrival to avoid delays. It also creates additional opportunities for engagement and spending on food, drinks and merchandise.
The Fan ID system will also enable FIFA to gather more data on in-stadium fan behaviour, combining it with insights from digital interactions across its wider ecosystem, including official apps, online platforms, gaming products and its FIFA+ direct-to-consumer 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.”
The move reflects a wider industry trend as rights holders and venue operators look to close the data gap between physical attendance and digital engagement, investing in stadium apps, loyalty schemes, Wi-Fi infrastructure, and interactive in-venue technology such as big screens and digital signage.
It also comes amid growing pressure to ensure live matchday experiences match or exceed home viewing options, particularly as ticket prices rise. FIFA has faced criticism over pricing for the 2026 World Cup and its use of dynamic pricing.
FIFA is hopeful that the scale of the tournament, combined with the practicality and appeal of the Fan ID system, will drive strong adoption and potentially establish a model for future global sporting events.
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