How FIFA turned podcast reach into measurable fan engagement with Amondo

Company

FIFA is the global governing body of football, operating across international competitions, media and fan engagement for the world’s most followed sport.

PlayOn is FIFA’s official podcast, bringing together players, musicians, cultural figures and fans to explore football’s influence beyond the game. FIFA wanted to create a more connected listening experience and gain clearer insight into how audiences engaged with PlayOn content.

Challenge

While PlayOn brought together a diverse mix of voices and stories, the content and conversation around each episode lived across multiple platforms and social channels.

Podcast episodes, clips, and fan reactions were discovered in isolation, making it difficult for audiences to experience PlayOn as one cohesive destination.

FIFA could see surface-level metrics – listens, likes, comments – but had limited visibility into who listens where, how they interact with specific episodes, and which contributors or themes drove the most meaningful engagement.

Without first-party data, FIFA could measure reach but not depth. The team needed a way to bring PlayOn content into an owned environment where behaviour could be measured consistently.

Solution

FIFA partnered with Amondo to bring PlayOn content into a single, owned experience that captured real fan behaviour, not just listens and reach.

Bringing PlayOn content into one place

Using Amondo, FIFA activated PlayOn content within a branded Gallery, bringing podcast episodes, contributor content, and fan reactions into one destination.

Rather than content living across disconnected social channels, fans had one place to explore, listen and engage. This gave FIFA a consistent view of how audiences interacted with PlayOn over time.

Embedding listening directly into the experience

Through Amondo’s Spotify integration, episodes were embedded directly into the Gallery. Fans could listen without leaving the experience, allowing FIFA to see which episodes drove real engagement rather than passive consumption.

As fans moved through the experience, Amondo captured first-party behavioural signals, revealing where attention was concentrated, which episodes drove exploration and how audiences navigated PlayOn content. For the first time, FIFA could connect content to real audience behaviour, independent of social or streaming platform reporting.

Results

• 61% interaction rate, driven by embedded episodes and contributor-led content
• 7.3% click-through rate, showing fans actively explored PlayOn content, rather than consuming passively

By bringing PlayOn into a single-owned experience, FIFA moved beyond surface metrics to understand what content captured attention and drove engagement: insight that podcast and social platforms alone couldn’t provide.