Fifa, soccer’s world governing body, has appointed Fifty Digital, the London-based digital and social agency, to support its men's World Cup accounts in the lead-up to the 2022 tournament in Qatar.

Fifty Digital is to help create and develop Fifa’s hero, hub and hygiene content on social and digital media, with the aim of engaging young soccer fans and reaching new audiences.

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Next year's World Cup will be the first to be held in the Middle East, and in the northern hemisphere winter, with dates of 21 November to 18 December.

Fifa and Fifty Digital have already been collaborating on a celebration of the 1986 World Cup in Mexico, with the company creating a range of content for the federation's social media channels.

There will also be synergies with Fifty Digital having recently been appointed as the global sponsorship agency of Qatar Airways, a partner of the 2022 tournament.

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Giuliano Giorgetti, head of digital content at Fifa, said: “We’re delighted to have Fifty Digital onboard to help us create great Digital Content. Fifty Digital have a brilliant track record and understand what younger audiences want. We are looking forward to an exciting and successful partnership together.”

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Nick Jackman, co-founder of Fifty Digital, added: “We’re incredibly excited and proud to be working with Fifa’s Digital Content Team. The World Cup is the pinnacle of world sport. This passion and love of the game is what we want our content to encapsulate, especially as football is something we live and breathe at the agency.”

Elsewhere, Fifty Digital is active in rugby union working with the British and Irish Lions team on their current tour of South Africa and World Rugby, the sport's international governing body.