FIFA to reward partners

Loyalty scheme set up by football governing body to boost value of its global brand partnerships.
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FIFA is to roll out a points-based rewards initiative to encourage consumers to spend money with its certified partners, according to Brand Republic.

The partners are Adidas, Coca Cola, Visa, Hyundai, Emirates and Sony, with football fans who take part earning points which can be redeemed online for FIFA-related prizes. These include places at summer soccer school and player signed jerseys.

Brand Republic goes on to say that FIFA has approached UK digital shops with a brief to develop a branded web portal as a hub for the scheme.

It is expected to be similar to Football For Free, a rewards scheme which launched last month to enable fans to collect points each time they shop with over 200 online and High Street retailers.

Football's governing body apparently wants to raise the value of its ties with global brands after a recent dispute with sponsor MasterCard.

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