Situation
The Football Federations of Portugal, Spain, and Morocco launched a historic bid to host the 2030 FIFA World Cup. This bid aimed to be the first cross-continent World Cup, uniting Europe and Africa, and marking the first time Portugal and Morocco would host the event. Initially a competitive bid up against a South American bid featuring Argentina, Chile, Paraguay, and Uruguay, the three federations sought to create a compelling case to secure the support of FIFA’s 211 Member Associations ahead of the decision in Q4 2024.
Solution
The federations appointed Burson, in collaboration with VMLY&R, to lead their international communications and international public relations efforts. Burson’s Sports team, based in Switzerland, spearheaded the effort, supported by local teams in Portugal, Spain, and Morocco. Their approach included:
- Designing a unified bid narrative showcasing the cultural, logistical, and historical significance of a cross-continent World Cup.
- Leveraging Burson’s global expertise to engage key stakeholders, amplify the bid’s key messages, and position it as a transformative moment for football.
- Executing high-profile campaign events, including the launch and official handover of the bid, and conducting a successful ‘Bid Book Road Trip’ across all three countries.
Success
On December 11, 2024, at the FIFA Congress, the joint bid by Portugal, Spain, and Morocco was officially appointed to host the FIFA World Cup 2030™. This historic decision marks the first time the tournament will be hosted across Europe and Africa, with centenary celebration matches in Argentina, Paraguay, and Uruguay, commemorating the inaugural World Cup held in 1930. The successful bid underscores the effectiveness of the strategic communications led by Burson, in collaboration with VMLY&R, and highlights the unprecedented collaboration between the host nations.