Entertainment

Universal partners with FIFA to launch Liam Payne podcast, kicking off new ‘FIFA Sound’ entertainment strategy – Music Business Worldwide

Written by corres2

FIFA is launching a new entertainment strategy called FIFA Sound, designed ‘to create innovative and meaningful connections between football fans, music enthusiasts, players, artists, and the game and songs they all love’.

FIFA Sound is kicking off with the launch of an eight-episode podcast series hosted by Universal Music Group artist Liam Payne and co-hosted by sports broadcaster Jaydee Dyer.

PlayOn is the first of many new initiatives that FIFA will be launching in 2021 and beyond as part of its strategic collaboration with Universal Music Group for Brands – a division of Universal Music Group.

The FIFA PlayOn Podcast pairs star football players with musicians, with the first season featuring the likes of Ivan Rakitić, Carli Lloyd, Asisat Oshoala, Lele Pons, Tiwa Savage, Wretch 32 and Morat, among others.

PlayOn debuts today, (January 13, 2021), and is available to stream on Spotify, Apple Podcasts, Google Podcasts, Amazon Music and other podcast players.

New episodes will be released weekly on Wednesdays and playlists featuring the songs chosen by each player will be posted on Spotify.



“The crossover between football and music underscores this wider cultural relevance. Both are universal languages and have the power to create unrivalled emotions.”

Jean-François Pathy, FIFA

Jean-François Pathy, FIFA’s Director of Marketing, said: “FIFA’s vision is to make football truly global, accessible and inclusive.

“The crossover between football and music underscores this wider cultural relevance. Both are universal languages and have the power to create unrivalled emotions. It’s a natural fit to bring them together.

“It’s been fantastic to see the enthusiasm around the launch of this strategy, and we are excited about the opportunities that lie ahead to connect people through inspiring human stories.”

“I can’t wait for everyone to hear what we’ve been working on with FIFA.”

Liam Payne 

Liam Payne added: “I can’t wait for everyone to hear what we’ve been working on with FIFA.

“The PlayOn Podcast has been such a journey – it’s been awesome having these incredible players and special guests come together and exchange life experiences from both on and off the pitch, all through the lens of music.”

“We’re delighted to be able to launch this collaboration between FIFA and Universal Music Group.”

Olivier Robert-Murphy, Universal Music Group

Olivier Robert-Murphy, the Executive Vice President of Universal Music Group for Brands, said: “We’re delighted to be able to launch this collaboration between FIFA and Universal Music Group, which brings together two of the world’s biggest and most influential passion points – football and music – to create a series of unique fan experiences.

“Starting with the launch of the PlayOn Podcast series, these initiatives will showcase the symbiosis and shared bonds between the world’s best footballers and musicians alongside the fans that idolise them globally.”Music Business Worldwide


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