Universal partners with fifa to launch liam payne podcast, kicking off new ‘FIFA Sound’ entertainment strategy


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.

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 debuted on 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.

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

“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.”

“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.

“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.”

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