We’re seeing a revolution in a shift in audiences from a purely physical experience to an increasingly digital one. We see our audience as global and need to find ways to reach them with our content without them having the possibility to visit us. We want to share the magic of football with as many people as possible, wherever they may be.
This commitment is actualised through the permanent and special exhibitions that not only captivate visitors at the museum itself in Zurich but also resonate globally. We employ digital technologies to scale and present our content worldwide. These technologies are utilised on dedicated platforms, as well as in temporary exhibitions like ‘Origins: Pre-histories of football’, and through a deepened focus on storytelling on social media that makes physical content available online through the use of video. This ensures expanded accessibility to our content for a wide audience regardless of location.
The special exhibition around the 2023 FIFA Women's World Cup and its digital experience
The 2023 FIFA Women’s World Cup Australia & New Zealand proved to be a pinnacle moment for women’s football and an important stage for the FIFA Museum to showcase its commitment and excellence in football heritage. Through our special exhibition ‘Calling the Shots: Faces of Women’s Football’ in Sydney, we were able to tell more stories around women’s football than ever, some of which might even have surprised our visitors. Big household names had their place in the exhibition, but there were also grassroot stories. One such story centred on the fan group The Croissants who follow the Matildas, Australia’s women’s national team. Another was on the still relatively unknown story of the first international women’s football championship in 1970, won by Denmark.
We also took significant steps in using technology to enhance the visitor experience. The digital experience specifically created around this exhibition exemplifies the important intersection of sports, culture, and innovation.