FIFA poured more than $50 million into marketing its inaugural 32-team Club World Cup in the United States, but the launch in Philadelphia was rather underwhelming. Despite the spectacular matchups and world-class clubs, fans have not shown that much excitement.
Additionally, logistical obstacles are turning the event into a cautionary tale of what happens when even vast marketing budgets fail to guarantee success.
Since FIFA announced in March 2024 that it would host the Club World Cup across 11 U.S. cities, including Philadelphia, anticipation has been high. The organization rolled out a global campaign, showing off the trophy and theme music, enlisting Robbie Williams as “Music Ambassador,” and working with social media influencers.
FIFA President Gianni Infantino and influencers promised packed stadiums. Internally, the organization invested $50 million in marketing globally, via influencer campaigns, events, and more. These were all supposed to be as good, if not better, than the national World Cup event.
Spectators were not feeling it, though, and as of June 13, thousands of seats were still unsold nationwide.
Lincoln Financial Field, with a capacity of around 67,500, hosted Manchester City vs. Wydad AC on June 18. The attendance was just 37,446 (about 56% full). And those seats had been filled by soccer tourists, rather than locals.
One Guardian writer wonders if FIFA is questioning its misjudged expectations after seeing “empty seats…everywhere.” On-field excitement did erupt a little bit when Wydad fans threw flares and briefly paused the match. But this energy did little to hide the empty stands and lack of broader enthusiasm.
Big brands across diverse industries spend millions on marketing, hoping to get attention and turn it into revenue. From the gambling space, where platforms like Skrill casinos invest in faster payment methods to attract players, to streaming platforms that market headliner shows to attract viewers, it’s a delicate balance of understanding your market so you can cater to it.
FIFA seemed to have missed that lesson.
Surveys and social media chatter suggest the lack of ‘national pride’ typical of World Cups and traditional rivalries has contributed to this lackluster showing. Redditors criticized ticket pricing as being outrageous, even by US standards, which kicked off backlash before kickoff.
Most people seem to be happy to just keep their money and spend it when the ‘real’ national World Cup starts on June 11, 2026, across Canada, Mexico, and the United States.
The US is also going through an immigration crisis at the moment. This politically charged background has complicated matters, as news of increased immigration enforcement sparked fear among international fans, particularly those from South America, where the soccer culture is vastly more storied and developed.
Mexico’s Flamengo, which has some of the largest diaspora support in Philadelphia, even canceled several watch parties.
The FBI’s attempts to reassure fans, along with Infantino’s meetings with Trump, AG Pam Bondi, and FBI Director Kash Patel, did not seem to allay the fear. It lingered and was evidenced by the starkly empty seats.
Criticisms have come from within the game, too. The expanded format, with 32 teams and $125 million in prize money for the winner, has been slammed for overburdening players and clubs, especially during a packed summer calendar.
FIFPRO warned of burnout and injuries, while MLS players protested pay disparities. Major European clubs and domestic leagues have questions about the tournament placement and television deals, with many seeing it as a global financial play rather than a compelling sporting event that needs to happen.
The gap between marketing ambition and fan response is huge. FIFA believed its U.S. friendly game successes signaled a receptive wider market, but few tuned in for exhibition matches. The Guardian now suggests that FIFA got the math wrong on audience demand and ticket pricing.
This is why high-profile marketing doesn’t always work. The modern world is on a higher speed mode, so to speak, where immediacy and payoff drive attention. But even flashy campaigns fail without local excitement, accessible pricing, trust, and atmosphere.
While it seems obvious, looking at what could have been done differently and what could still be changed as the tournament continues, is important. Remember that this tournament was meant to be the appetizer/centerpiece of U.S. soccer building up to the 2026 World Cup.
The Philly kickoff revealed something else entirely and could force a rethink. FIFA might have to:
Consider lowering ticket prices further to fill stadiums.
Repackage marketing to highlight star players and rivalries (not that there are many of those).
Plan local community engagement, such as watch parties, transport, and language support.
Adjust scheduling to suit soccer fans around the world, especially those who can’t travel to support their team.
There is not much anyone can do about the political turmoil, but a lot more could have been and could still be done to make the tournament more engaging.
For FIFA, the coming weeks are critical. Group stage matches have generated buzz as continents compared their setups. If attendance remains low, however, FIFA risks making this look like an empty commercial venture rather than a celebration of the beautiful game.
