Successful launch for THE AWAY GAME, the new digital show from the FIFA Museum combining football and culture

Successful launch for THE AWAY GAME, the new digital show from the FIFA Museum combining football and culture

• Since its release a month ago, the series has been viewed over 1.2 million times on YouTube.

  
  

• THE AWAY GAME has also been a hit on social media, achieving almost 5 million impressions across all channels to date.

  
  

• THE AWAY GAME explores the impact of football on identity, society, and shared experiences, memories, and emotions.

The FIFA Museum is delighted with the positive response to the release of its new digital show. The first four episodes, “TOTEMS”, “ICONS”, “IDOLS”, and “ARENAS”, have been very well received by audiences in the first few weeks. One month since its initial broadcast, THE AWAY GAME has recorded over 1.2 million views on YouTube and almost 5 million impressions across all other social media channels.

The presenter-led discussion series brings the cultural heritage of football to life through compelling stories and prominent voices, offering a blend of entertainment and education. The four-part series, which premiered on YouTube and FIFA+, connects football and culture and explores the powerful influence of football on identity, society and shared experiences, memories and emotions.

At the Whitney Museum of American Art in New York – a cultural landmark in a city that will co-host the final of the FIFA World Cup 26™ – THE AWAY GAME brings together football legends and cultural experts for exclusive panel discussions. From design and social change to cultural heritage, symbolism, and fan culture, the programme demonstrates how football shapes social narratives far beyond the pitch.

The show sees US Women’s World Cup winners Carli Lloyd (2015, 2019) and Briana Scurry (1999) from the United States, as well as German world champion Jürgen Klinsmann (1990), join the likes of Tim Marlow, the Director of London’s renowned The Design Museum; TV sports presenter Chelsea Cabarcas; former US national team captain Marcelo Balboa; the First Lady of New Jersey, Tammy Murphy; the Executive Director of the US National Soccer Hall of Fame, Djorn Buchholz; cultural adviser András Szántó; the President of Miami Dade College, Madeline Pumariega; and marketing expert Stu Gower.

Each episode features unique, original objects from the FIFA Museum collection, alongside fascinating stories from the guests on the panel. Together, they offer an emotional and thought-provoking insight into football’s cultural significance.

“Football can transcend borders and bring people together like few other cultural forces,” said Marco Fazzone, the Managing Director of the FIFA Museum. “With THE AWAY GAME, we want to show how football’s stories shape our collective identity and cultural heritage. By exploring its stories and symbols, we hope to inspire a global audience to appreciate the immense cultural resonance and impact of this sport.”

Watch all episodes of THE AWAY GAME on YouTube 

and on FIFA+

The FIFA Museum

The FIFA Museum is a global institution with one of the most comprehensive collections dedicated to international football. The museum celebrates the rich heritage of the beautiful game and tells the story of how world football’s governing body has developed association football worldwide, cementing its status as the world’s number-one sport. Committed to sharing the magic of football, the FIFA Museum offers a wide range of attractions, audiovisual experiences, and thought-provoking exhibitions.

To find out more about the FIFA Museum, visit www.fifamuseum.com/en.