FIFA is racing against time to ensure the success of the expanded FIFA Club World Cup, with slow ticket sales and concerns over player burnout emerging as key challenges. As the tournament approaches, several issues remain unresolved, adding pressure on the football governing body to win over fans and stakeholders.
The Club World Cup, set to take place in the United States this summer, has yet to generate the expected demand for tickets. With fewer than 100 days to go, tickets remain available for every match, with large sections of seating unsold. This lack of enthusiasm is particularly concerning given FIFA’s ambition to make the tournament a major event in the football calendar.
A crucial global broadcast deal between FIFA and the streaming platform Dazn has yet to materialize into sublicensing arrangements with national broadcasters. Additionally, competition organizers, including the Premier League, have expressed frustration over FIFA’s scheduling, seeing it as an imposition on an already packed fixture calendar.
The upcoming Club World Cup represents a significant shift in the way club football is structured. Unlike its previous format, where eight regional champions competed in a knockout tournament, the new edition will feature 32 teams in a 63-match format. This expanded version includes group and knockout stages, running for a full month.
Top European clubs such as Chelsea, Manchester City, Real Madrid, Bayern Munich, and Inter Milan will compete alongside lesser-known teams, including 2022 African Champions League winners Wydad of Morocco and New Zealand’s Auckland City. However, ticket sales for matches featuring these clubs have been underwhelming. For instance, the 25,000-seat Inter&Co Stadium in Orlando still has many tickets available for Auckland’s match against Benfica on June 20. Even high-profile matches, such as Manchester City vs. Juventus at the 20,000-capacity Camping World Stadium, have a significant number of unsold seats.
While the Messi effect has boosted interest in some matches, such as Inter Miami vs. Porto, the chosen venue, a 75,000-capacity stadium in Atlanta, may still be too large for the expected turnout. The lukewarm response extends to knockout round fixtures as well.
FIFA acknowledges the challenge of launching a tournament in the U.S., where soccer ranks behind other major sports in popularity. The timing of the event also coincides with a busy summer entertainment schedule, giving consumers numerous alternatives.
To address these challenges, FIFA plans to intensify its marketing efforts in the coming weeks. However, it also faces the task of finding a replacement for a competitor, following the disqualification of Mexican side León due to a breach of multiclub ownership rules.
The global sporting community is closely monitoring the development of this competition. Some view it with apprehension, while others see potential in its long-term impact. Adam Kelly, president of a major sports marketing firm, believes FIFA is taking a bold step with this project, despite the risks involved. He argues that while slow ticket sales for a new competition are not surprising, FIFA still has multiple marketing strategies it can employ before the tournament kicks off.
FIFA’s determination to make this tournament a success remains evident, but whether it can overcome the hurdles in its way will be seen in the coming months. The stakes are high, and the football world will be watching closely as FIFA attempts to establish the Club World Cup as a major fixture in the sport.
