FIFA is introducing a new Fan ID card programme for the 2026 World Cup across the United States, Canada, and Mexico, aiming to bridge the gap between stadium attendance and digital engagement while also expanding its fan data ecosystem.
Under the initiative, every ticket holder will be able to collect an NFC-enabled Fan ID card from information booths at all 16 host stadiums. The card can be linked to a smartphone with a simple tap, unlocking digital features designed to enhance the matchday experience.
These features include stadium navigation information, augmented reality (AR) video messages, and options to personalise tournament merchandise with official content. FIFA is also positioning the card as a collectible souvenir, encouraging fans to wear it on lanyards throughout the event.
The programme also reflects FIFA’s broader commercial and digital strategy. By integrating the Fan ID system with its apps, online platforms, and FIFA+ streaming service, the organisation aims to gather more detailed insights into fan behaviour both inside stadiums and across digital channels.
FIFA President Gianni Infantino described the initiative as a gateway to “exclusive content, unforgettable experiences and memories,” encouraging fans to actively use the card during the tournament.
Beyond fan engagement, FIFA also sees the system as a way to increase in-stadium activity, including earlier arrivals for entertainment zones, food and merchandise sales, and interactive experiences before kick-off.
However, the initiative also highlights growing industry discussions around data collection, dynamic pricing, and the cost of attending live events, with FIFA previously facing criticism over World Cup ticket pricing strategies.