5 Key Lessons that the UN can Learn from FIFA's Marketing Playbook

As the excitement builds around the 2026 FIFA World Cup and the spectacle it promises to be, a starkly contrasting mood has quickly descended upon the development and humanitarian communities with recent announcements of funding cuts by major donors.

Barring the purported political and ideological differences — which demand urgent dialogue and resolution — the UN must take the necessary steps to ensure redress for donor concerns over "bureaucratic inefficiencies, lack of transparency, and ineffective use of resources."

Trusting that good judgement prevails all-round, and that the requisite measures are taken to ensure that the UN is optimally positioned to deliver on its core mandates — of peace and security, human rights, humanitarian assistance, sustainable development and climate action, international law, global cooperation and coordination — it will take an entirely new business orientation for the UN and its various organs to eventually regain their strides.

With a projected economic impact of $40 billion and the creation of approximately 200,000 jobs across North America for the 2026 World Cup, FIFA's marketing and communications model — the driving force behind the sports massive global following — offers many invaluable lessons for the United Nations and its various organs, as they too seek to restore and expand their global reach, engagement, and impact.

Here are 5 key lessons that the UN can learn from FIFA's marketing playbook:

1. Global Brand Recognition and Reach → Unified and Impact-Driven Branding

   1. The UN has strong brand recognition, but its messaging is often fragmented across agencies (e.g., UNHCR, WHO, UNICEF). A more unified branding approach — similar to how FIFA centralises its brand under the World Cup — could enhance visibility.

   2. Strengthening collaborations with media outlets and influencers to amplify impact messaging can help sustain global engagement.

2. Strategic Commercial Partnerships → High-Value Private Sector Collaborations

   1. While the UN has partnerships with corporations, it could build deeper, long-term, and high-value relationships similar to FIFA’s sponsorship model.

   2. Large brands could be incentivised to support global humanitarian and sustainability initiatives with co-branded campaigns (e.g., “Climate Action with [Brand]” or “Zero Hunger powered by [Brand]”).

   3. A tiered sponsorship approach, where companies contribute at different levels based on their global reach and alignment with UN Sustainable Development Goals (SDGs), could create sustained funding.

3. Multichannel Digital and Media Engagement → Data-Driven Storytelling and AI-Powered Outreach

   1. The UN can enhance engagement by using FIFA-like digital strategies, including AI-driven content recommendations, interactive storytelling, and multilingual, localised messaging across digital platforms.

   2. Developing official apps that provide real-time updates on global crises, sustainable development progress, and citizen engagement opportunities could drive user involvement.

   3. Collaborations with streaming platforms, influencers, and esports communities could expand the UN’s audience, particularly among younger generations.

4. Event-Based Marketing Power → Flagship Global Events as Catalysts

   1. FIFA leverages the World Cup as a marketing powerhouse; the UN could amplify existing events like the UN General Assembly, COP climate summits, and World Humanitarian Day to become more public-facing, engaging global audiences rather than just policymakers.

   2. Creating festival-like humanitarian events with live performances, sports competitions, and interactive experiences (e.g., a “Global Goals Festival” similar to Live Aid) could make social causes more relatable.

   3. Leveraging international days (e.g., World Refugee Day) with global activations, sponsorships, and community participation could expand impact.

5. Corporate Social Responsibility (CSR) and Sustainability Messaging → Mainstreaming Purpose-Driven Campaigns

   1. FIFA integrates social good into its branding; the UN can further develop compelling global narratives that link CSR efforts with public engagement (e.g., “The Future We Want” campaign with major sponsors).

   2. The UN could enhance storytelling around its initiatives using athletes, celebrities, and local heroes to humanise its mission.

   3. Clear impact metrics (e.g., “For every $10 donated, we plant 10 trees”) could make CSR initiatives more tangible for corporate partners and the public.

By adopting FIFA’s approach — stronger branding, deeper private-sector partnerships, digital innovation, high-impact events, and mainstreamed CSR messaging — the UN can elevate its global influence, secure sustainable funding, and drive mass public engagement. The key is not just visibility but turning awareness into action, much like FIFA does with football.