What Sports Organisations Can Learn from the Argentina v Cape Verde FIFA World Cup Experience

I’ve been fortunate to work in sport for almost 25 years and, during that time, I’ve attended hundreds of sporting events around the world. The match itself is always important, but what also fascinates me is everything that happens around it.

Whenever I attend a game, I’m constantly asking myself one question:

“What can sports organisations learn from this?”

From the moment I buy a ticket until I arrive home after the final whistle, I like to observe every part of the fan journey. Some things fans notice immediately. Others happen quietly in the background. Together, they shape whether people leave saying, “That was brilliant, I can’t wait to come back” or “didn’t enjoy that. I won’t be back.”

The Argentina v Cape Verde FIFA World Cup match in Miami was a fantastic example of this. It wasn’t one spectacular feature that made the day memorable. It was hundreds of small details, delivered consistently, that created a world class experience.

There were also a few areas that, in my opinion, could still be improved.

Here are the biggest lessons I took away from the day.

  1. The Fan Journey Starts Before Matchday

One thing FIFA got absolutely right was the communication before the game.

I received several emails in the week leading up to the match. They weren’t promotional emails trying to sell me something. Instead, they answered the questions every travelling supporter has.

  • How do I get there?
  • Where do I park?
  • What can I bring?
  • When do the gates open?
  • Where is the fan festival?

It sounds obvious, but this information removed uncertainty before I even left the hotel. Instead of worrying about logistics, I could simply enjoy looking forward to the match.

What sports organisations can do?

This is something every organisation can improve regardless of size.

Think about every question a supporter might ask in the week before your event and answer it before they need to ask.

Consider sending:

  • A “Know Before You Go” email three to five days before the event
  • A final reminder on matchday morning
  • Parking maps
  • Walking routes
  • Public transport information
  • Stadium opening times
  • Weather advice
  • What supporters can and cannot bring
  • Information about food, entertainment and family activities

Good communication reduces stress. It also builds excitement long before kick off.

  1. Comfort Matters More Than You Think

Miami in July is incredibly hot.

Before entering the stadium there were free water refill stations available for supporters.

It was a small touch, but one that immediately told fans: “We’ve thought about your experience.”

Simple things like this often leave a bigger impression than expensive technology.

What sports organisations can do?

Ask yourself one simple question: What could make our supporters more comfortable today?

That could include:

  • Free water stations
  • Additional shaded seating
  • Cooling fans
  • Ponchos if rain is expected
  • Baby changing facilities
  • Charging points for mobile phones

Fans remember how you made them feel.  Comfort is part of the experience.

  1. Remove Every Bit of Friction

Security and ticket scanning were incredibly efficient. Within minutes I was inside the stadium. Nobody enjoys standing in queues before they’ve even watched a minute of any sport.

The smoother you make the process, the better mood supporters arrive in.

What sports organisations can do?

Walk through your own matchday exactly as a first-time visitor would. Ask yourself:

  • Where do queues form?
  • Where do people become confused?
  • Where do people stop moving?  Every delay is a chance to improve.

Review:

  • Entry gates
  • Security screening process
  • Ticket scanning
  • Car parking
  • Pedestrian routes
  • Exit routes

Removing friction is one of the quickest ways to improve supporter satisfaction.

  1. Digital Connectivity Is Now Expected

The Wi-Fi outside the stadium was excellent. Inside the stadium, however, it struggled.

That might not seem like a major issue, but today’s supporters expect to upload photos, post videos, message friends and engage with the event in real time. If they can’t connect, they’re less likely to create content that promotes your event.

What sports organisations can do?

Think beyond simply offering Wi-Fi.

Use connectivity to:

  • Encourage social media sharing
  • Deliver exclusive content
  • Run competitions
  • Offer live statistics
  • Promote merchandise
  • Collect fan feedback
  • Drive app downloads

Reliable connectivity should now be viewed as essential infrastructure rather than an added bonus.

  1. Food Is Part of the Matchday Experience

There was an excellent variety of food available outside the stadium. There was lots of choice for a variety of tastes.

Inside, I particularly liked the walk through food outlets where supporters simply tapped their card, picked up their food and continued walking.

It was quick, efficient and kept queues moving.

The only disappointment was the quality of the food.  The quality of the food offered was average.  Serving good quality food will add to the event experience.

What sports organisations can do?

Supporters increasingly expect food to become part of the experience rather than simply a necessity.

Consider:

  • Working with local food businesses
  • Introducing signature stadium dishes
  • Offering healthier options
  • Reducing queues through grab-and-go systems or introduce more efficient serving options

Good food becomes something supporters talk about after the event.

  1. Clean Facilities Say More Than You Think

This might sound like a small detail, but it genuinely stood out.

The toilets throughout the stadium were spotless. In fact, while I was using the facilities, members of the cleaning team were already working to keep them that way.

It’s one of those things supporters rarely mention when it’s done well, but they almost always remember when it’s not.

Clean facilities send a message. They tell supporters that the organisers care about the experience, pay attention to detail and take pride in the venue.

What sports organisations can do?

Operational excellence is often found in the basics rather than the big-ticket items.

Take a fresh look at your facilities from a supporter’s perspective.

Ask yourself:

  • Are toilets cleaned regularly throughout the event rather than only beforehand?
  • Are bins emptied before they overflow?
  • Are supplies regularly checked and replenished?
  • Are changing facilities and public areas presented to a high standard?
  • Do supporters leave with the impression that the venue is well looked after?

You don’t need a brand-new stadium to create a positive impression. A clean, well-maintained venue tells supporters they matter.

  1. Make It Easy for Fans to Ask for Help

Another feature I liked was the dedicated fan information desk located inside the stadium.

I didn’t actually need to use it, but simply knowing it was there was reassuring.

Whether someone has lost a child, needs directions, has accessibility requirements or simply isn’t sure where to go, having a clearly identifiable place to ask for help gives supporters confidence.

Good customer or guest service isn’t just about solving problems. It’s about making people feel supported before problems even arise.

What sports organisations can do?

Think about how easy it is for someone attending your event for the very first time.

Could they quickly find someone to help?

Consider introducing:

  • Clearly branded fan information points.
  • Highly visible volunteers or “Ask Me or Welcome team” ambassadors.
  • Mobile customer service teams walking around the venue.
  • Information boards with maps and FAQs.

Often the best customer service is simply making help easy to find.

  1. Use Technology to Encourage Participation

One idea I really enjoyed was seeing QR codes appear on the stadium’s big screens throughout the match.

Supporters could scan the code, predict the score and take part in simple interactive activities while waiting for the game to restart.

It only took a few seconds, but it transformed supporters from simply watching the event to becoming part of it.

That interaction keeps people engaged throughout the entire experience rather than only during the football itself.

What sports organisations can do?

Technology should enhance the live experience, not distract from it.

Sports organisations can introduce simple digital interactions that make supporters feel more involved.

Ideas include:

  • Score prediction competitions
  • Player of the Match voting
  • Half-time quizzes
  • Fan polls
  • Prize draws.
  • Junior mascot voting
  • Instant feedback surveys after the game

The best digital experiences give supporters a reason to interact before, during and after the match.

  1. Stadium Design Shapes the Entire Experience

The stadium itself was outstanding. Wide concourses meant supporters could move around comfortably. There were plenty of food and drink outlets, lots of circulation space and, despite a large crowd, it rarely felt overcrowded.

That doesn’t happen by accident. Good stadium design reduces stress, shortens queues and allows supporters to spend more time enjoying the event instead of navigating around bottlenecks.

What sports organisations can do

While most clubs can’t redesign their stadium, every organisation can improve how supporters move around their venue.

Walk your venue during a busy matchday and observe where congestion builds.

Look at:

  • Entrance and exit routes
  • Queue management
  • Food and beverage locations
  • Signage
  • Accessibility routes
  • Family areas
  • Standing and social spaces
  • The overall flow of supporters around the venue

Sometimes moving a kiosk, widening a queue or improving signage can make a bigger difference than investing in expensive new infrastructure.

Good venue design isn’t just about architecture. It’s about making every part of the supporter journey as easy and enjoyable as possible.

  1. Don’t Waste the Time Before Kick Off

One thing FIFA did exceptionally well was keeping supporters entertained before the game.

Large screens showed another World Cup match. There were samba dancers. Face painting. Live music. Fan engagement activities.

There was never a point where people were simply standing around waiting.

The atmosphere started building long before kick off.

What sports organisations can do?

Too many organisations think the event starts when the referee blows the whistle.

It doesn’t.

The experience begins long before that. Create a matchday timeline covering every minute before kick off.

Ask yourself:

  • What are supporters seeing?
  • What are they hearing?
  • What are they doing?
  • What memories are they creating before the game even starts?
  • What quality entertainers exist that can add a local cultural feel to your event?

  1. Digital Engagement Shouldn’t Stop After Registration

One idea I really liked was the FIFA Digital ID. After signing up I received a five percent discount on merchandise. That’s a good incentive.

However, once I’d claimed the discount there was very little reason to return. It felt like an opportunity missed.

What sports organisations can do?

Collecting supporter data is only one small element! Using the data for personalised and interactive content is key.

Supporters should receive:

  • Personalised offers
  • Birthday rewards
  • Exclusive videos based on their favourite players
  • Behind the scenes content
  • Matchday challenges and the chance to win prizes
  • Loyalty points
  • Digital collectibles
  • Invitations to future events
  • Engaging content based on the supporter’s interest

Don’t build digital platforms simply to collect email addresses. Build them to build relationships.

  1. Entertainment Should Continue Throughout the Event

One of my favourite moments came before kick off.

Argentina supporters sang their favourite song.  This was then followed by the Cape Verde song.

Both sets of fans celebrated their own football identity and culture. It created one of the most memorable atmospheres I’ve experienced.

The entertainment also continued during hydration breaks and half time.

The atmosphere never dipped.

What sports organisations can do?

Many clubs switch everything off once the match starts.

Instead, think about the entire event as a live production.

Consider using the following at the appropriate time during the event:

  • Fan cameras
  • Crowd competitions
  • Live interviews.
  • Live music from a local artist
  • Historical moments played out on the big screen
  • Community and fan stories

Every break in play (for example half time) is another opportunity to strengthen the connection between supporters and your organisation.

  1. The Journey Doesn’t End at the Final Whistle

Leaving the stadium was well organised.

Once we reached the shuttle buses everything moved quickly.

The only issue was actually finding the correct shuttle bus!

Volunteers were available, but they were positioned too far away from the exits. Moving them closer would have made a noticeable difference.

It reminded me that supporters often judge an event by the last ten minutes as much as the first ten.

What sports organisations can do?

Map the journey home just as carefully as the journey into the venue.

Review:

  • Exit signage
  • Volunteer locations (provide speakers to communicate transport options)
  • Public transport information
  • Car park management
  • Traffic flow
  • Walking routes
  • Safety

A great final impression makes supporters much more likely to return.

Areas That Could Still Improve

No event is perfect, and that’s what makes reviewing experiences so valuable.

A few opportunities stood out:

  • More shaded seating in the fan zone would make a significant difference in hot climates.
  • Wi-Fi inside the stadium needs to match the quality outside.
  • Food quality could better reflect the standard of the event.
  • The fan zone would benefit from more interactive games and experiences that encourage supporters to arrive earlier and stay longer.
  • The FIFA Digital ID has enormous potential. With personalised content, loyalty rewards, exclusive experiences and year-round engagement, it could become a valuable fan engagement platform.

Final Thoughts

Overall, I thoroughly enjoyed both the match and the wider FIFA World Cup experience. There is nothing quite like attending a World Cup game. The colours, the songs, the passion of the supporters and the atmosphere combine to create memories that stay with you for years.

My biggest takeaway apart from the football itself!

It was the reminder that outstanding fan experiences are rarely created by one spectacular idea. They’re built through hundreds of small decisions that remove stress, solve problems, create moments of delight and make supporters feel valued.

The encouraging part is that you don’t need a World Cup budget to do that.

Whether you’re running a grassroots club, a regional league or a national federation, many of these ideas can be adapted to your own events. Better communication. Friendly volunteers. Cleaner facilities. Faster entry. More engaging entertainment. Smarter use of digital platforms. These aren’t expensive initiatives, but together they can transform how supporters experience your organisation.

I left Miami with fantastic memories of an unforgettable match and a notebook full of ideas. That’s one of the things I love most about working in sport. Every event is an opportunity to learn, and the best organisations are the ones that never stop looking for ways to make the next experience even better.

About Geoff Wilson

Geoff runs his own consultancy business, with a focus primarily on sport.  Previously Head of Marketing and Communications at the Irish FA, Geoff now consults to a wide range of global sports organisations on areas such as strategic planning, marketing and communications, digital, fan engagement, public affairs, women’s football, league development, club development and knowledge sharing / capacity building programmes.  Geoff has created numerous academic models for the sports industry.  Geoff is on the Advisory Panel at the English Football League and Chair of the Sports Council Trust Company (Sport England organisation).

Geoff has written a book which focuses on ‘developing grassroots sports clubs’ to order a copy check out https://www.routledge.com/Leading-a-Grassroots-Sports-Club-A-Practical-Guide-to-Managing-and-Developing-Your-Club/Wilson/p/book/9781041094883?srsltid=AfmBOooMPgFpXYSGYwNBOLxrR6mYShU8mWeM_rbVCGlipdpjnsfqlqVD

  1. Check out Geoff’s online course in strategic planning at https://geoffwilson.teachable.com/
  2. The other sports models created or co created by Geoff can be found below:

Leave a comment