Most businesses who want to get into content marketing start a blog. If you’re Kraft, a magazine. Or if you’re Red Bull, a publishing empire. Most would have the good sense to avoid making a feature film about themselves. But FIFA is not an organisation with good sense.
Seven years ago, FIFA bankrolled, to the tune of $30 million dollars, a feature length film about the foundation and administration of FIFA. No, seriously. There’s so much that’s amazing about this tone-deaf piece of garbage that it’s hard to know where to start.
For openers, in a movie about sports, FIFA’s movie focuses on administration. This would be like if a Batman movie focused on stress-testing the carbon fibre used in the costume. Or if we had a World War Two thriller all about rationing and crop yields.
Also, a big part of the second half of the movie is about financial mismanagement at FIFA. What kind of company makes a movie about fighting financial mismanagement and then spends thirty million dollars on it?