Fifa set for loyalty initiative to support brand ties

LONDON - FIFA is launching a loyalty programme to boost the value of its global brand partnerships, following a spate of negative publicity.

The football governing body is rolling out a points-based rewards initiative to encourage consumers to spend money with its six certified partners: Adidas, Coca-Cola, Visa, Hyundai, Emirates and Sony.

Football fans who take part earn points that can be redeemed online for FIFA-related prizes, such as places at a summer soccer school and player-signed jerseys.

FIFA has approached UK digital shops with a brief to develop a FIFA-branded web portal as a hub for the scheme. It is also understood to have tied with loyalty scheme specialist Loy-logic for the initiative.

Football's governing body is keen to raise the value of its ties with global brands following a recent dispute with sponsor MasterCard. A legal settlement forced FIFA to pay MasterCard $98m (£44m) for failing to give it first right of refusal on a new deal.

FIFA's loyalty scheme is expected to be similar to Football For Free, a rewards scheme launched last month that enables football fans to collect points every time they shop with more than 200 online and high-street retailers.

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