What Can FIFA Learn From The Club World Cup For Next Year's World Cup?

Forbes

5 hours ago

MIAMI, FLORIDA - DECEMBER 05: FIFA President Gianni Infantino presents The FIFA Club World Cup ... More Trophy during the 2025 FIFA Club World Cup Draw at Telemundo Studios on December 05, 2024 in Miami, Florida. (Photo by)
Ten days after kicking off the FIFA Club World Cup, the soccer gods have not been kind as the competition enters the latter stages of the group stage this week.
FIFA President Gianni Infantino was hoping that the tournament would demonstrate to the world how soccer has grown in the United States since the 1994 World Cup. The sport has grown in the past 31 years, with Major League Soccer, the National Women's Soccer League and several lower division leagues. But perhaps two major global tournaments within a 13-month span might be stretching hopes a bit, with the World Cup looming for 2026.
There have been plenty of challenges.
Attendance has lagged beyond the organizers' expectations. Several club teams don't necessarily have the backing or name recognition in the states to attract fans as national teams do.
Ticket prices are exorbitant, which have excluded many fans and families who might be interested in seeing their favorite clubs but won't dig into their pockets to pay. Many fans, including Americans, might want to save their money for next year's men's World Cup, which still is expected to be ultra-expensive.
Many kickoff times are midweek are not conducive to normal soccer games, and are at noon and 3 p.m., when many American fans are working.
Some potential spectators would prefer to stay out of the unfavorable climate conditions due to a recent heat wave that has hit a good portion of the United States. A few games have been delayed due to thunderstorms.
When you put many of those factors together, the result has been smaller than expected attendance.
It might be too late to fix some of the aforementioned problems but experiencing them now gives FIFA a great learning curve for next June and July.
Expanded tournament
ATLANTA, GEORGIA - JUNE 19: Lionel Messi of Inter Miami CF celebrates scoring their second goal ... More during the FIFA Club World Cup 2025 group A match between Internacional CF Miami and FC Porto at Mercedes-Benz Stadium on June 19, 2025 in Atlanta, Georgia. (Photo by Robbie Jay Barratt - AMA/Getty Images)
Bigger doesn't always mean better.
The previous Club World Cup, in Saudi Arabia in 2023, had seven teams in a tournament that was played over 11 days.
The 2025 version has 32 teams and runs from June 14 until July 13.
Soccer's governing body has billed the competition as the inaugural FIFA Club World Cup, when it is an expansion of the tournament.
FIFA reportedly has spent $50 million on advertising the tournament, from TV commercials to big billboards in the host cities.
Reputation and familiarity likely play a major role. Established competitions such as the World Cup (men and women) - or the Olympics (summer and winter) - will bring out huge crowds because they have been around for decades if not more than a century.
Fans gather before the FIFA Club World Cup USA 2025 Group A match between Al Ahly and Inter Miami at ... More Hard Rock Stadium in Miami, Florida, USA, on June 14, 2025. (Photo by Ayman Aref/NurPhoto via Getty Images)
Ticket prices through the roof
It has been well documented by several news organizations and websites that FIFA has been forced to slash its original ticket prices by 25 percent, while refunding costs to customers.
Looking down the road in this tournament, the prices are pretty hefty.
According to Ticketmaster.com, the least expensive seat for the July 5 quarterfinal at MetLife Stadium (Section 320 in the upper deck), is on sale for $309.29. The most expensive ticket runs for $1,460 in the lower bowl.
For the July 13 final at the stadium, the lowest priced tickets are for $768 an upper-deck seat. The highest-priced seats still available in the house, in the lower bowl, will cost fans $2,950.
Those prices are too high for the common soccer fan.
Wait 'til next year?
AL RAYYAN, QATAR - NOVEMBER 30: A model FIFA World Cup trophy is seen prior to the FIFA World Cup ... More Qatar 2022 Group D match between Tunisia and France at Education City Stadium on November 30, 2022 in Al Rayyan, Qatar. (Photo by)
This year's tournament has competition, although it has not been direct – the 2026 World Cup, which will be co-hosted by Mexico, Canada and the U.S.
If soccer fans have choice of saving up for next year's World Cup or this year's competition, they likely will vie for the 2026 tournament. The World Cup has a built a storied history with many, if not all of the greatest players and national teams participating every four years.
Ticket packages for the World Cup became available on May 6, but only for those individuals who are looking for a premium experience. FIFA, in partnership with OnLocation, a high range of ticket prices have been released. They start at $5,300 a person to $73,000.
Individual tickets prices have not been released yet.
LOS ANGELES, UNITED STATES: Brazilian forward Romario kisses the FIFA World Cup trophy as his ... More teammates Branco (L) and Dunga look on, after Brazil defeated Italy 3-2 in the shoot-out session (0-0 after extra time) at the end of the World Cup final, 17 July 1994 at the Rose Bowl in Pasadena. Italian Roberto Baggio missed his penalty kick to give Brazil its fourth World Cup title after 1958, 1962 and 1970. (Behind looking on - from L - are UEFA president Lennart Johansson of Norway, US vice-president Al Gore and FIFA president Joao Havelange of Brazil). AFP PHOTO/TIMOTHY CLARY (Photo credit should read TIMOTHY CLARY/AFP via Getty Images)
Three decades ago
Given the prices of the FIFA Club World Cup, they are expected to be considerably higher than when the U.S. hosted the competition in 1994.
Tickets ranged from $25 for the least-expensive seat for a first-round match, to $475 for the best seat at the final at the Rose Bowl, according to the Los Angeles Times. The average ticket price was $58.
According to the Forbes.com inflation calculator, prices have risen 115.02 percent since 1994. In other words, whatever cost a dollar then is $2.15 today.
TOPSHOT - Two Chelsea's supporters sit in an empty tribune during the FIFA Club World Cup 2025 Group ... More D football match between England's Chelsea and US Los Angeles FC at the Mercedes-Benz stadium in Atlanta on June 16, 2025. (Photo by Paul ELLIS / AFP) (Photo by PAUL ELLIS/AFP via Getty Images)
Far from full houses
Which brings us to attendance for group stage matches.
When Paris Saint-Germain, fresh off capturing the UEFA Champions League title with a stunning 5-0 triumph over Inter Milan last month, attracted a competition-high to date of 80,619 fans for its tournament opener at the Rose Bowl in Pasadena, Calif. on June 15, a 4-0 win over Atletico Madrid (Spain). The stadium was not sold out, 90 percent full. The number of spectators through Sunday's matches (1,094,686) have averaged 36,490 per game.
In a Sunday press release, FIFA stated that "fans have been central to the success of the FIFA Club World Cup 2025™, creating an incredible atmosphere both in the stands and across the host cities."
The other four best attended matches:
70,248 – Real Madrid C. F. v. CF Pachuca, Bank of America Stadium, Charlotte
63,587 – FC Bayern München v. CA Boca Juniors, Hard Rock Stadium, Miami
62,415 – Real Madrid C. F. v. Al Hilal, Hard Rock Stadium, Miami
60,927 – Al Ahly FC v. Inter Miami CF, Hard Rock Stadium, Miami
Through Sunday, 1,094,686 fans have attended the tournament, an average of 36,490 per contest.
There have been a several disappointing crowd counts.
For Chelsea's 2-0 victory over Los Angeles FC at Mercedes-Benz Stadium in Atlanta for an afternoon kickoff on June 16, 22,137 fans barely filled one-third of the 71,000-seat venue.
"I think the environment was a bit strange. You know, the stadium was almost empty," Chelsea coach Enzo Maresca told reporters.
In 2023, the Blues almost sold out a preseason friendly (70,789) in the same venue against Newcastle United. That match took place in the evening.
With all due respect to Ulsan (Korea) and Mamelodi Sundowns (South Africa), they are not big draws, especially in Orlando. Their match at Inter&Co Stadium in on June 17 drew only 3,412 spectators at the 25,000-seat venue. The next day, only 5,282 fans showed up at the Pachuca-Red Bull Salzburg game at 26,000-seat TQL Stadium in Cincinnati.
Not even the presence of Inter Miami CF and the fabulous Lionel Messi have been able to produce capacity crowds in the Major League Soccer team's first two matches, at Hard Rock Stadium, 30 miles from their home field in Fort Lauderdale, Fla. and Mercedes-Benz Stadium in Atlanta.
Weekday kickoff times of noon ET and 3 p.m. ET helps gives the competition prime time viewing in Europe and other parts of the world. But many American fans aren't accustomed to attending soccer matches that early in the day.
Tournament officials are hoping that the lure of knockout rounds, the round of 16, quarterfinals, semifinals and final will help fill the stadiums in the coming weeks.
EAST RUTHERFORD, NEW JERSEY - JUNE 17: Fluminense fans waving flags during the group F game between ... More Fluminense FC (0) and Borussia Dortmund (0) at the FIFA Club World Cup 2025 at the MetLife Stadium on June 17th, 2025 in East Rutherford, New Jersey, USA. (Photo by Simon Bruty/Anychance/Getty Images)
South American fans in quantity and quality
On the flip side, there have been some encouraging and entertaining highlights of South American fans adding enthusiasm and celebrating their teams and the sport.
Boca Junior supporters have helped write a festive atmosphere in quality and quantity for two Group C matches at Hard Rock Stadium in Miami Gardens, Fla. They made up the majority of the 55,574 who showed up for Boca's 2-2 draw against Benfica on June 16 and among the 63,587 at its 2-1 loss to Bayern Munich on June 20.
It did not go unnoticed by Bayern.
"I've had a long career and experienced a lot," Bayern coach Vincent Kompany said after his match. "There are times I want to be a player, and tonight was one of those times. They [Boca Juniors fans] are special. The crowd was hostile in the best possible way ... that's what I love about football. Many fans would pay to watch that."
There was a similar scene at Fluminense's scoreless draw with Borussia Dortmund at MetLife Stadium in East Rutherford, N.J. on June 17. Fluminense fans enthusiastically waved their fans behind one of the goals through the 90-minute encounter. While a disappointed crowd of 34,726 filled up less than the half the stadium capacity, there were plenty of fans of the South American side cheering their heroes on.
Borussia coach Nico Kovac had this theory as to why fans haven't shown up at club matches as opposed to national teams at a traditional World Cup.
"It's not easy," he said, noting the noon kickoff of that contest. "If the national teams are playing, the whole country is coming to the stadium and supporting the national teams. Now the clubs are playing, and each club has a group of supporters. That will be difficult for this competition."
CINCINNATI, OHIO - JUNE 18: A general view of inside the stadium during a rain weather delay during ... More the FIFA Club World Cup 2025 group H match between CF Pachuca and FC Salzburg at TQL Stadium on June 18, 2025 in Cincinnati, Ohio. (Photo by Michael Regan - FIFA/FIFA via Getty Images)
The heat (and humidity) is on, and so are storms
Weather is always a major wildcard, because it can change instantly, and outside of playing inside domed stadiums, FIFA can only pray for the best conditions. But this has not been the case to date.
A rare and severe June heat wave, including high humidity, has hit the eastern part of the country. That could affect remaining group-stage games in Philadelphia, Cincinnati, Nashville, Tenn., Charlotte, N.C. and East Rutherford, N.J. on Monday and Tuesday.
Thunderstorms have interrupted three games.
For some fans, it might be easier and more comfortable in certain areas to watch the games for free on FIFA's streaming partner for the Club World Cup, DAZN.
WASHINGTON, DC - MARCH 07: U.S. President Donald Trump speaks alongside President of Fédération ... More Internationale de Football Association (FIFA) Gianni Infantino after unveiling the 2025 Club World Cup trophy in the Oval Office at the White House on March 07, 2025 in Washington, DC. President Trump signed an executive order establishing a White House Task Force for the 2026 World Cup. (Photo by)
Trump's travel policies
This also is another wildcard because things could change quite quickly.
On June 4, the Trump administration announced a dozen countries that were banned from entering the United States and another seven that had travel restrictions. Many observers have feared it could affect attendance at the 2026 World Cup.
The ban included Iran, whose team already had qualified for the World Cup, although sports teams are excluded from the ban. It will be interesting to see how this plays out.
On Saturday, the United States bombed several nuclear facilities in Iran, further escalating tensions between the two countries.
Trump travel policies haven't helped at all, even if they are not directed at a fan's particular country. Whether it is true or not, they might have heard stories of fans who have endured tough times trying to secure a visa or tourists who have had difficult times at border crossings.
Word of mouth, even when false, can move at lightning speed on the internet, much quicker than the truth.
There could be more countries added to the list between now and next June.
The logo of the European qualifiers for the 2026 Fifa World Cup is pictured ahead of the event at ... More the FIFA headquarters in Zurich, on December 13, 2024. (Photo by Fabrice COFFRINI / AFP) (Photo by FABRICE COFFRINI/AFP via Getty Images)
Looking to next year
So how does the Club World Cup affect the 2026 World Cup?
When the dust has settled, many observers would love to know what FIFA has learned from this year's tournament and what it could improve for its baby, the men's World Cup.
Will the organization slash ticket prices in advance? Will it try to change some kickoff times? Will FIFA add a new innovation or perhaps remove something?
The 2026 tournament will be the largest World Cup in history, with 48 teams. It is so huge that it will take three North American countries to host it - Canada, Mexico and the U.S. It will be much more complicated, given 16 more teams and what is at stake.
To be fair, there is no other soccer competition or single-sport event that comes close to the World Cup. Except for the Olympics, there is no other event that compares in scope and international interest. The Club World Cup and World Cup are in separate orbits, with the latter extravaganza enjoying a much loftier apogee. But it certainly will be intriguing to see if FIFA does some tweaking between now and next year.