FIFA has poured over $50 million into a marketing blitz aimed at boosting ticket sales for the expanded Club World Cup currently underway in the United States. The tournament, featuring 32 teams, was launched with high expectations of packed stadiums and vibrant atmospheres. However, reality has painted a different picture, as several fixtures have been marked by swathes of empty seats despite the heavy promotional investment.
A significant portion of the marketing budget has been funneled into digital platforms. FIFA has partnered with a wide range of influencers, including baseball reporters introducing American audiences to football, and cooking personalities trying to attract casual fans. Billboards along highways in key host cities have also been used to amplify awareness.
To combat low ticket demand, FIFA has implemented aggressive sales strategies. Dynamic pricing has seen ticket costs slashed dramatically; for example, prices for the tournament opener featuring Lionel Messi’s Inter Miami were reduced from $349 to as low as $55. Additionally, tickets were offered at deep discounts to college students, and some matches even saw veterans admitted for free.
While the opening match succeeded in drawing over 60,000 fans, subsequent attendance figures have been inconsistent. Bayern Munich’s game in Cincinnati attracted just over 21,000 fans at a smaller venue, while a Paris Saint-Germain clash at the Rose Bowl fared better with over 80,000 attendees. However, other matches, including Chelsea’s encounter with LAFC in Atlanta, were played in front of visibly sparse crowds, despite ticket prices remaining relatively high.
Concerns have also been raised about venue selection, with internal disagreements within FIFA over whether to use intimate MLS stadiums or the larger, less easily filled NFL arenas favored by tournament planners. The presence of U.S. immigration officials at some venues has added to the unease, drawing criticism and sparking controversy, particularly after a now-deleted post from U.S. Customs and Border Protection.
FIFA has also struggled to control the narrative in the media. Traditional access to senior officials has been limited, forcing reliance on social media and influencer-led campaigns to promote the event. Meanwhile, lingering concerns from European clubs about issues such as scheduling, broadcasting, and prize money have cast a shadow over the tournament.
Interestingly, most of the ticket sales so far have come from South America, North Africa, and their respective diasporas in the U.S., rather than from Europe. Despite the rough start, FIFA remains optimistic that interest will pick up during the knockout rounds, especially as Europe’s biggest clubs enter the fray, supported by a lucrative broadcasting deal and attractive prize incentives.
