Fifa, soccer’s global governing body, has partnered with social media company Snap Inc to bring new creative tools to fans during the Fifa World Cup.
The collaboration, which got underway at the beginning of the national team soccer tournament, allows Snapchat users worldwide to decorate their photos and videos with Russia 2018-branded augmented reality (AR) lenses, filters and stickers featuring the competition’s icons, including the official mascot Zabivaka.
In addition, Snapchat will introduce a dedicated interactive AR lens using 3D Bitmoji especially for the semi-finals and the final, which take place between 10th and 15th July.
“We wanted to give fans something fun and unique for this edition of the Fifa World Cup” said Philippe Le Floc’h, Fifa’s chief commercial officer. “In addition to our digital #WeLiveFootball campaigns, we are excited to be working with Snapchat so fans across the world can use these new creative tools to share their experiences of the 2018 Fifa World Cup Russia with friends.”
“We cannot wait for Snapchatters around the world to share their excitement for the 2018 Fifa World Cup Russia with their friends using the creative power of the Snap app,” added Ben Schwerin, vice president of partnerships at Snap Inc.
The agreement is the latest in a string of partnerships agreed by Snap for the World Cup, following partnerships with Adidas, Nike, Budweiser, Copa90 and the BBC.