FIFA asked Provoke Labs to read football fandom across Europe as lived culture, not panel data. The research worked on three fronts. Fieldwork ran across six countries and 15 cities: 500+ qualitative fan interviews (on the streets and at games), plus 250 more at the Euros, closed out with expert interviews (creatives, athletes and cultural leaders). Desk research mapped what had already been published, and trend analysis tracked where football was heading with media, fashion and youth culture. It came together as five consumer profiles.

As lead editor and researcher I worked across all fronts, creating its main deliverable: four physical research magazines covering football in media, fashion and youth culture, culminating in the consumer profiles. FIFA distributed the magazines and adopted the profiles across the organisation to guide its read on shifting fan demographics.