FIFA draws in Snapchat as digital partner for World Cup

MOSCOW: FIFA’s level of innovations has risen in the World Cup 2018, having roped in Snap Inc., parent company of popular mobile app Snapchat as one of its partners for the marquee event. 

The collaboration aims at giving football fans a chance to express their passion for the FIFA World Cup in creative ways.

Fans and Snapchatters globally can decorate their photo and video Snaps with FIFA World Cup branded augmented reality (AR) lenses, filters and stickers featuring the tournament’s icons, including the Official Mascot Zabivaka.

The stickers have been made available since the opening day of the competition in the Snapchat Sticker drawer.

The AR Face Lens featuring Zabivaka can be unlocked by scanning the Snapcode.

While a variety of filters are available throughout the tournament in the Snapchat camera.

The tournament’s semifinal and final will witness fans being offered  a dedicated interactive augmented reality Lens using 3D Bitmoji.

“We wanted to give fans something fun and unique for this edition of the FIFA World Cup,” commented Philippe Le Floc’h, FIFA chief commercial officer.

“In addition to our digital #WeLiveFootball campaigns, we are excited to be working with Snapchat so fans across the world can use these new creative tools to share their experiences of the 2018 FIFA World Cup Russia with friends.”

“We are delighted to contribute to FIFA`s fan engagement initiatives,” said Ben Schwerin, vice president of Partnerships at Snap Inc. “We cannot wait for Snapchatters around the world to share their excitement for the 2018 FIFA World Cup Russia with their friends using the creative power of the Snap app.”