Football fandom has always taken many forms. Some fans follow every match closely. Others engage through highlights, games, collections, or by being part of major moments in the game’s culture. Until now, those behaviours have largely existed in parallel.
With the launch of FIFA Rewards, FIFA is introducing a new way for fan engagement to be recognised, rewarded and built over time across its ecosystem.
FIFA Rewards builds on the success of a beta programme launched during the FIFA Club World Cup 2025™, where early testing helped shape the experience and confirmed demand for a more structured way for fans to engage with and be recognised by FIFA.
While major tournaments such as the FIFA World Cup 2026 act as key moments within the programme, FIFA Rewards is designed as an evergreen ecosystem, operating year-round across competitions, content, and fan interactions.
Turning engagement into progression
At the heart of FIFA Rewards is a points-based system designed to recognise a wide range of fan activity across the FIFA ecosystem.
Fans earn FIFA Points through different forms of engagement – from following content and participating in digital experiences through to attending events and interacting with football across FIFA platforms. These points accumulate over time and unlock tiered benefits, with higher tiers offering access to increasingly valuable rewards and experiences.
The principle is simple: the more a fan engages with football through FIFA, the more that engagement is recognised.
This creates a structured journey where participation is not only encouraged, but meaningfully acknowledged and reflected back to the fan over time.
A fan journey built over time
Alongside points and tiers, FIFA Rewards introduces a virtual FIFA World Cup 2026 Passport, designed to capture and reflect a fan’s journey through major football moments.
Importantly, this is not a one-off feature tied to a single tournament. A new virtual passport will be released for every major FIFA tournament, allowing fans to build a continuous record of their engagement across competitions over time.
Fans can collect digital stamps that represent milestones, moments and achievements. Each stamp contributes both to progression within the programme and to a personalised digital record of how they experience football – creating something that evolves alongside their fandom.
A rewards ecosystem designed for every type of fan
FIFA Rewards includes a range of always-on digital rewards available from launch, alongside evolving drops and experiences that will expand over time.
At launch, fans will be able to access a catalogue of digital rewards including:
Alongside these always-on rewards, FIFA Rewards will introduce regular drops of merchandise, with additional ticketing opportunities and premium experiences coming soon. The intention is to create a system that moves beyond transactional rewards, offering both immediate value and longer-term aspiration.
Building something beyond a single tournament
While FIFA World Cup 2026™ is a key moment within the launch of FIFA Rewards, the programme itself is designed to extend far beyond any single competition.
It reflects a broader shift in how FIFA is approaching fan engagement – moving from isolated moments of interaction to a continuous ecosystem where engagement is recognised over time.
By connecting different touchpoints across football into a single structured experience, FIFA Rewards creates a framework where every interaction contributes to a wider, evolving fan journey.
