FIFA commissioned Provoke Labs to read football fandom across Europe as lived culture, not panel data. Fieldwork ran across six countries and 15 cities: 500+ qualitative fan interviews, validated against desk research. The Euros added 250 more conversations in stadiums and fan zones, closed out by expert interviews with creatives, athletes and cultural leaders. It resolved into five distinct consumer profiles.

I led the project from concept to execution, and edited its flagship deliverable: four research magazines, print and digital, spanning the consumer profiles and football in media, fashion and youth culture. The profiles were adopted organisation-wide to guide FIFA on shifting fan demographics, and the frameworks secured a multi-year agency retainer for the FIFA Store. Published as FIFA & Sector Strategy Research (provokelabs.com/research-strategy).