FIFA Museum further expands worldwide and surpasses visitor target for second consecutive year in Zurich
The FIFA Museum continued its global expansion in 2024, welcoming over 250,000 visitors in Zurich for the second consecutive year while also attracting more than 100,000 football fans to exhibitions and activations in Madrid and Miami. This success reaffirms the museum’s position as a key institution in preserving and celebrating football heritage and culture worldwide.
The FIFA Museum also set a new milestone in its digital presence, reaching 7.8 million engagements across its social media platforms – its highest figure to date. The growing digital community, now surpassing one million followers, engaged with a diverse range of educational, cultural and historical content. Additionally, the museum’s first-ever virtual reality experience The First FIFA World CupTM, which was previously only available on-site in Zurich, was released as an at-home version.
Alongside its digital growth, the museum continued to expand its international presence through exhibitions and strategic partnerships. Notably, a collaboration with Miami Dade College aims to further develop educational projects that share football’s cultural impact, with the FIFA Museum’s participation in the Miami Book Fair serving as a first highlight of this partnership. The museum is also preparing to open a new permanent exhibition in Miami’s iconic Freedom Tower, marking another significant step in its global expansion.
In 2024 the FIFA Museum showcased a diverse range of special exhibitions, including The Making of a Footballer: Photographs of Youthful Dreams, a pop-up exhibition marking FIFA’s 120th anniversary and The Best FIFA Football AwardsTM, and the opening of Football Fever: Play. Compete. Repeat., an interactive experience celebrating the intersection of football and pop culture. A significant expansion of the FIFA Women’s World CupTM showcases was also completed, underlining the museum’s commitment to the history of women's football. Building on this, the museum welcomed more school classes than ever before, with over 8,000 students visiting thanks to new offerings such as student-targeted audio guides, thematic workshops, and tours tailored to school standards.
Throughout the year, legends of the beautiful game visited the museum to celebrate their legacies and connect with fans. Brazilian icon Formiga, Norway’s Ann Kristin Aarønes, and Germany’s Ariane Hingst were among the stars of women’s football who attended a vernissage for the museum’s newly expanded FIFA Women’s World Cup showcases. While FIFA World Cup winners Robert Pirès (France, 1998), Lúcio (Brazil, 2002), Fernando Llorente, Juan Mata, and Cesc Fàbregas (Spain, 2010) were all reunited with the FIFA World Cup trophy during their visits to the museum.
“In 2024, we once again connected with football fans across the world, both in person in Zurich and at other locations around the world, as well as digitally,” said FIFA Museum Managing Director Marco Fazzone. “Surpassing our visitor target for the second year in a row and achieving new digital engagement records demonstrates our unwavering commitment to showcasing football’s rich history and culture. As our international footprint expands, we are more determined than ever to educate and inspire through the magic of football.”
As we move through 2025, the FIFA Museum is set to deliver another exciting year of exhibitions, events, and global initiatives. In autumn, a brand-new special exhibition in Zurich will explore the relationship between football and technology, focusing on the powerful role that innovation plays in enhancing the football experience both on and off the pitch. Before that, in Zurich as well, the FIFA Museum Football Summer will celebrate two major tournaments, the FIFA Club World Cup 2025™ and the UEFA Women’s EURO 2025, with live screenings and two pop-up exhibitions dedicated to women’s football and the launch of FIFA’s latest marquee club tournament.
Further strengthening its international reach, the museum is also preparing for the highly anticipated opening of its new permanent exhibition in Miami in summer. More details on all these projects will be revealed in due course.