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The Importance of the 2025 Club World Cup
This article was published with the title "Why the Club World Cup Really Matters" written by Philip Buckingham
Best for you FIFA gives 32 football clubs one billion reasons to take the new format of the Club World Cup seriously, when they announced the huge prize money in March.
Every club is increasingly tempted by the announcement of a prize money of 1 billion US dollars, where the winning club could potentially bring home up to 125 million dollars for work of less than a month.
Meanwhile, short-term profits are very clear, one team gets 2 million dollars for the victory in the group match.
Other benefits, such as the promise of commercial growth in a market that is still underdeveloped, also ensure that no participating club will underestimate the opportunities available in the United States.
Although many seats were empty in some stadiums and the inconsistent quality of the matches triggered some harsh comments, for the clubs involved, this is an opportunity to build their brand and strengthen their position in the market or trigger growth.
European Club Association (ECA), which has 11 members playing in the United States, is among those praising the positive aspects of this tournament, despite concerns about the workload from the players' union.
"ECA has supported this tournament from the beginning," said the head of the organization, Nasser Al-Khelaifi, who is also president of Paris Saint-Germain, before the tournament began.
"we believe that the fifa club world cup will be a monumental competition and can provide real benefits for all clubs," he said.
In other words, this is an opportunity to increase their income.
In essence, the new format of the Club World Cup is another attempt to generate money for the most famous participants.
This is a revitalized and newly branded pre-season tour; an introduction to new audiences with the financial benefits gained along the way.
FIFA has promoted players and coaches who spoke about the opportunity to make history by winning the trophy.
However, executives must certainly see it from a different perspective at the moment, that is, where the financial balance sheet grows and their brand receives stronger support.
"I know directly that the clubs competing in the FIFA Club World Cup strongly support it; they see it as a great opportunity," said Phil Carling, head of the football division at the marketing agency Octagon, who previously served as commercial director of the English Football Association.
She added: "Talent follows money, attention follows talent, and money follows attention."
"Combine all of that, and you will understand the commercial model for elite sports," he continued.
The FIFA Club World Cup may not have the prestige or prize money of the UEFA Champions League.
However, this FIFA summer competition has the potential to bring financial benefits.
Merchandise can be sold and social media followers can increase thanks to the performance in the United States.
"There is a new generation of fans that can be reached, and that is the main battlefield," said Tim Crow, a sports marketing advisor.
"It's not about whether traditional fans are interested," he said.
"The question is whether new fans can be reached," he added.
The competition to attract international fans with moderate purchasing power is ongoing.
That's why Manchester United will head to the New York metropolitan area, Chicago, and Atlanta in July after their trip to the Far East.
Arsenal has its own plans in Singapore and Hong Kong.
Meanwhile, Liverpool and Barcelona will travel to Japan, among other countries.
For coaches like Ruben Amorim from Manchester United, Mikel Arteta from Arsenal, Arne Slot from Liverpool, and Hansi Flick from Barcelona, they may be happy with the current rest time given to their players.
However, the people in charge of enhancing the profile and strengthening the brand of these clubs must secretly regret not being part of the Club World Cup.
"Every big club in the Premier League that is not participating surely hopes they are there," said Carling from Octagon, who once led Arsenal's commercial team in the 1990s.
"There is no board of directors that would have refused FIFA's call to join six months ago," he said.
"They will rent a rowboat to cross the Atlantic," he added.
"Money is one thing, but the prestige and position given as a club, as an entity in world football, are very important," he continued.
CEO Manchester City, Ferran Soriano, said his club is very excited to be one of the 32 teams involved.
"I think this is something very much needed," he said to reporters recently.
Real Madrid's president, Florentino Pérez, is more enthusiastic.
"This is a beautiful competition, and I am sure it will be a great success," he said to the sports streaming network DAZN.
"we came here with great enthusiasm," he added.
The location of this Club World Cup, played in 11 host cities in the United States, adds appeal for the participants.
Perhaps many Americans are not too concerned about the presence of this tournament.
However, European big clubs have long concluded that America is the market with the greatest potential to exploit.
"if you ask most premier league clubs about the top three markets they want for this tournament, america is definitely in there," crow said.
"It is a giant economy," he said.
"Forty cents of every dollar spent on sports marketing around the world comes from America," he added.
"It is very reasonable to go there and try to use the machine," he continued.
"Für große europäische Klubs haben sie lange Zeit hart an den amerikanischen Märkten gearbeitet," sagte er.
The Club World Cup remains an uncertain tournament as it enters the knockout stage on Saturday.
Nothing can predict, not even FIFA President Gianni Infantino, where this favorite project will be in 10 years from now.
Will winning the final in New Jersey on July 13 really mean much outside of the financial rewards awaiting the winner?
Only time will tell.
However, there are reasons why Manchester City, Real Madrid, PSG, and others are very eager to find out.
This Club World Cup, despite having many critics, is a big step towards something greater.
This article has been published in The New York Times.
(c) 2025 The New York Times Company
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