FIFA President Gianni Infantino and the Club World Cup trophy – many questions remain unanswered.Bild: www.imago-images.de
In June 2025, the Club World Cup will for the first time feature a new format. However, there are still many unanswered questions, as FIFA currently lacks both a television partner and sponsors.
follow meThis is Gianni Infantino’s passion project: the Club World Cup, which is scheduled to take place next summer with 32 teams participating. However, there seems to be little enthusiasm for this competition among the public.
With just nine months until the tournament’s planned start, there have been no announcements regarding media partners, sponsors, or even the venues. The organizers are still dealing with numerous unresolved issues and ongoing challenges.
Is there no interest in broadcasting the tournament?
What concerns Infantino and his team the most is the absence of a television station or streaming service ready to broadcast the tournament and meet its high financial demands. As a result, the 54-year-old from Valais convened an emergency meeting last week.
The Club World Cup is causing concern for FIFA President Gianni Infantino.Bild: keystone
During these urgent talks with potential media partners, Infantino aims to persuade them of the tournament’s value, receiving support from PSG chairman Nasser Al-Khelaifi, who leads the European Clubs Association (ECA).
The necessity for such an emergency meeting arose partly because no agreement could be reached with Apple TV. The New York Times reported on the negotiations, which were nearing conclusion in April, indicating that FIFA would only be able to secure a quarter of the nearly 3.4 billion Swiss francs (4 billion dollars) that had initially been hoped for. In June, it appeared a deal with Apple was again within reach, but still, no agreement was finalized.
FIFA was close to reaching an agreement with Apple TV – but this is still a long way off.Bild: IMAGO / MIS
Apple has secured global broadcasting rights. Now, FIFA is urgently searching for partners that would at least cover specific regions. According to The Athletic, FIFA’s financial demands far exceed what television networks and streaming services deem the competition to be worth.
What is the issue with sponsors?
The search for sponsors is also proving to be challenging. One reason for this is that the host cities have not been confirmed yet – more on that later. It is assumed that potential sponsors believe public interest in the Club World Cup is lower than FIFA anticipates, leading to reluctance to meet FIFA’s financial expectations. To attract more interest, the official name of the competition was even changed from “Mundial de Clubes FIFA” to the English “FIFA Club World Cup”.
Sponsors are also concerned that the matches might be broadcast by a pay-per-view provider, making them less accessible. This would further diminish the Club World Cup’s attractiveness to sponsors due to reduced public exposure and smaller audiences. FIFA had initially aimed for an additional 850 million Swiss francs (1 billion dollars) in sponsorship revenue, but this goal now appears to be distant.
FIFA also has disputes with existing partners such as Coca-Cola.Bild: www.imago-images.de
This situation is further complicated by sponsors like Coca-Cola and Adidas, who assert their rights to the Club World Cup without any additional payments, referencing existing contracts that label them as official partners of the “World Cup and other FIFA events.” FIFA contends that the Club World Cup is a distinct event due to its scope and potential, necessitating new contracts to be negotiated.
The Athletic reported that some existing sponsors are willing to pay a bit more, but only a fraction of what FIFA hoped to raise. This funding is urgently needed as participants were promised an entry fee of nearly 50 million francs, not including bonuses that some clubs expect to total over 80 million francs.
Are players interested in participating?
If FIFA cannot guarantee these payments, the motivation for top clubs to send their best teams could be diminished, especially since the competition seems to lack significance in their eyes and is scheduled between two already long and demanding seasons.
Recently, players have expressed clear criticism. Coach Carlo Ancelotti announced in June that “Real Madrid will not participate in the Club World Cup.” The club quickly contradicted the Italian coach, stating that it was looking forward to the tournament “with pride and great enthusiasm.” However, this statement highlights the prevailing sentiment among players and coaches.
Players’ organizations from England, Italy, and France have filed a lawsuit against the competition in the EU’s commercial court, claiming it infringes on players’ rights under EU law. The global professional association FIFPRO is backing this legal challenge.
Should superstars or entire clubs opt out of participation, it would be a disaster for FIFA—especially regarding the ongoing search for sponsors and potential broadcasters for future events.
Where will the matches be held?
That is still uncertain. It is confirmed that the matches will occur in the USA, but the coinciding Gold Cup—the North and Central American championship—limits options. Furthermore, negotiations with stadium owners in the U.S.—most of whom are privately owned rather than owned by clubs or municipalities—have already proven challenging for the 2026 World Cup. The uncertainty surrounding public interest has made this situation even more problematic for the Club World Cup.
The shared NFL and soccer stadium in Atlanta is set to host the Club World Cup.Bild: keystone
FIFA is reportedly close to striking agreements with several organizers, with matches planned in cities such as Miami, Philadelphia, and Atlanta. This might alleviate at least one issue for Infantino and his team, but it is unlikely they can relax just yet.
What other challenges exist?
In addition to the search for media partners, sponsors, and venues, other issues remain unresolved. The transfer window in many leagues will open during the Club World Cup, which is scheduled for June and July 2025. FIFA has already stated that players who switch clubs during the tournament will not be eligible to play for both teams.
What about players whose contracts expire next summer? Notable players such as Kevin De Bruyne at Manchester City and Bayern Munich’s Leroy Sané, Alphonso Davies, and Joshua Kimmich have contracts that conclude on June 30, 2025. If their contracts aren’t renewed, will they be allowed to participate in only part of the tournament? Even if their clubs nominate them, this could lead to absurd circumstances.
As it stands, Kevin De Bruyne is likely to participate only partially in the tournament for Manchester City.Bild: keystone
The same issue applies to clubs belonging to the same ownership. UEFA prohibits associated clubs from competing in the same European competition, while FIFA has no such regulations as of now. As a result, two Mexican clubs (Club Leon and Pachuca), which are owned by the same group, will be participating next summer. This presents a serious anomaly for a sporting event.
Less than nine months ahead of the planned tournament, many questions about the FIFA Club World Cup remain unresolved. If Gianni Infantino and the other responsible figures cannot address these issues promptly, the FIFA President’s cherished project risks falling apart.
Unpacking the Challenges of FIFA Club World Cup 2025
FIFA President Gianni Infantino and the Club World Cup trophy – many questions remain unanswered.
Next-Gen Tournament Structure
In June 2025, the FIFA Club World Cup is set to undergo a significant transformation, expanding to include 32 participating teams for the first time. This new format is part of Gianni Infantino’s vision, aiming to elevate the prestige of this tournament. However, many critical aspects remain unresolved, including broadcasting rights and sponsorships.
Broadcasting Concerns: A Media Black Hole?
One of the most pressing issues for FIFA executives is the absence of a broadcasting partner willing to cover the tournament. As of now, no television station or streaming service has committed, leading to emergency meetings to address this lack of interest. Infantino has sought support from influential figures like PSG boss Nasser Al-Khelaifi, who chairs the European Clubs Association.
If FIFA cannot secure a broadcasting deal, the tournament’s visibility will be significantly compromised, further diminishing its attractiveness to potential sponsors.
The Sponsorship Dilemma
- Insufficient Host City Confirmation: The uncertainty over host cities has made securing sponsors challenging. Many potential sponsors perceive declining public interest in the tournament, leading to their reluctance to meet FIFA’s financial expectations.
- Sponsor Concerns Over Pay-Per-View: Potential sponsors worry that the tournament might be offered through pay-per-view services, which would limit audience reach and overall engagement.
FIFA initially aimed for 850 million Swiss francs ($1 billion) in sponsorship revenue, a goal now looking increasingly unrealistic.
Player Participation: Will Clubs Send Their Best?
There are growing concerns about top clubs’ willingness to participate, particularly if FIFA cannot guarantee financial incentives. Players, coaches, and clubs might prioritize their resources and opt for not deploying their best teams if the tournament fails to align with their competitive interests.
Renowned figures such as Carlo Ancelotti of Real Madrid have voiced skepticism, indirectly showcasing a broader concern about the tournament’s significance among elite players and clubs.
Current Venue Uncertainties
The tournament is expected to take place in the United States, but conflicts with other major events, like the Gold Cup, limit venue options. While negotiations are ongoing, cities such as Miami and Atlanta are being considered. Yet, issues remain surrounding public interest and venue availability, complicating plans for hosting the event.
Highlighted Challenges for FIFA
Despite the massive scale of the upcoming tournament, FIFA faces various unresolved issues that could hinder its successful execution:
- Transfer Period Conflicts: The tournament’s scheduling in June and July overlaps with critical transfer windows, creating logistical challenges regarding player eligibility.
- Contractual Obligations: The existing contracts of high-profile players could hinder participation, leading to complex situations where clubs might not field their top players.
- Rules on Club Ownership: Clubs owned by the same entity may conflict under existing protocols, which may deter competitive integrity during the tournament.
Why This Matters
As FIFA maneuvers through these various challenges, the future of the FIFA Club World Cup remains at a crossroads. The potential outcomes range from successfully positioning this tournament as a globally recognized spectacle to jeopardizing its relevance within the international football calendar.
Building Engagement: Practical Tips for FIFA
To foster a successful environment around the Club World Cup, FIFA could consider the following strategies:
- Engage Media Partners Soon: Actively seeking media partners who believe in the tournament’s potential value will be crucial.
- Incentivize Participation: Providing financial guarantees to clubs and players could enhance participation rates.
- Increase Public Awareness: Enhancing marketing efforts to build public enthusiasm ahead of the tournament could rejuvenate interest.
Conclusion: The Path Ahead
With just under nine months before the tournament is scheduled to kick off, numerous open questions cast doubt over the feasibility of the FIFA Club World Cup in its revamped format. If FIFA can navigate these hurdles effectively, it may yet realize Infantino’s vision for a prestigious global event.
