FIFA Museum Hits Record Attendance and Digital Reach in 2025

The FIFA Museum recorded a landmark year in 2025, welcoming a record 430,594 visitors across its exhibitions worldwide and achieving unprecedented global engagement through its digital platforms.

According to figures released by the museum, exhibitions staged in Zurich, Miami, New York, Asunción and Rabat collectively attracted the highest number of in-person visitors in the institution’s history. In addition, the FIFA Museum reached a new digital milestone, registering 9,556,588 engagements globally in 2025.

A major highlight of the year was the launch of Unidad – The World’s Game at Miami’s Freedom Tower. The immersive and interactive exhibition was created to celebrate the upcoming FIFA World Cup 2026 and to leave a lasting cultural legacy in North America beyond the tournament.

In Zurich, the museum complemented its regular programme with pop-up exhibitions, live screenings and fan events, while unveiling Innovation in Action, a special exhibition examining how technology is transforming football both on and off the pitch. Following a successful run in Switzerland, the exhibition is scheduled to travel to Science World in Vancouver in May 2026.

The museum also expanded its footprint in the United States during the inaugural FIFA Club World Cup, curating The Legacy Tunnel in New York during the tournament’s final week. The installation offered fans an immersive journey through the evolving era of global club football at Michelob Ultra’s Pitchside Club.

In Africa, a pop-up exhibition in Rabat titled Rising Stars: The FIFA U-17 Women’s World Cup Legends celebrated champions and emerging talents who have shaped the women’s game. Another milestone event took place in Asunción, Paraguay, where the FIFA Museum marked FIFA’s 120th anniversary with a commemorative exhibition during the 75th FIFA Congress.

Beyond physical exhibitions, the museum also strengthened its digital and cultural outreach in 2025 with the launch of The Away Game, a presenter-led video talk series connecting football and culture. Featuring panel discussions with legends such as Jürgen Klinsmann and Carli Lloyd, the format has already surpassed 1.3 million views on YouTube.

Commenting on the record-breaking year, FIFA Museum Managing Director Marco Fazzone said 2025 represented a significant step forward in the institution’s international growth.

“2025 was another significant year for the FIFA Museum, as we took a big step forward in our internationalisation and global business development,” Fazzone said. “We want to share the magic of football with fans everywhere in the world, and it’s wonderful to see that last year we did so more than ever before.”

Looking ahead, he added that anticipation is building as the museum approaches its 10th anniversary in 2026, a year that will coincide with the FIFA World Cup in the USA, Mexico and Canada, with plans to further engage football fans through exhibitions and events around the tournament.

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