The 2025 Club World Cup has kicked off with a strong Latin flavor, reflecting a significant cultural and linguistic shift in elite football. Spanish is emerging as the dominant language of the tournament, not only because of its setting in South Florida but also due to its deeper influence on the structure and identity of top-level football. The launch of Lionel Messi’s energy drink, “Mas by Messi,” served as a symbol of this transformation combining celebrity allure, commercial ambition, and linguistic pride.
The event’s Spanish-speaking dominance was evident everywhere from the opening ceremonies to the media coverage and stadium atmosphere. Spanish is no longer just a regional language; it’s become the lingua franca of elite football. From coaching staffs to players, fluency in Spanish is now a key asset. Clubs like Manchester City and Paris Saint-Germain reflect this, with their predominantly Spanish-speaking environments. Even non-native speakers are learning Spanish to integrate and excel.
With over 300 South American players in the tournament 105 of them Argentine the presence of Latin talent is not just strong but decisive. Argentina, in particular, has cemented itself as a powerhouse of football exports. Culturally and economically, the Club World Cup feels like a coronation for the Spanish-speaking world, especially Argentina, which is asserting itself not just through talent, but through language and identity.
Despite European clubs likely claiming the bulk of the $1 billion prize pool, South America views this expanded tournament as a chance to reclaim influence. While Europe’s top leagues continue to act as global hubs, this event offers Latin American football a rare opportunity to retain its stars, boost regional football economies, and resist its historic role as a mere supplier of talent. The message from the South is clear: after years of export-driven dependency, it’s time to say No Mas.
