Forget the criticism, the FIFA Club World Cup is really coveted by clubs

TPO - There is a lot of controversy surrounding the FIFA Club World Cup, but from the clubs' perspective, participating in the tournament is a dream, especially in the context of challenging commercial development.

The 2025 FIFA Club World Cup has been going on for nine days and doubts are growing about its legitimacy. Empty stands, many unattractive matches, hot weather, fatigue of players and fans... are all visible.

But from the clubs' perspective, the benefits are clear. And they would all be thrilled to be back in the tournament in four years' time. That's why, while the European Leagues and FIFPRO have filed a complaint against FIFA with the European Commission, the European Club Association (ECA) has been supportive.

"We have supported the Club World Cup from the beginning," ECA President Nasser Al-Khelaifi, who is also PSG's president, said in Miami. "We believe this tournament is a turning point, bringing real benefits to all clubs."

There were 80,619 spectators at the Rose Bowl to watch the match between PSG and Atletico.

First, the financial side. When FIFA announced a prize fund of $1 billion, that meant the winners would be on the hook for a maximum of $125 million after less than a month of competition. It is without a doubt the most lucrative tournament in the world and can change the fortunes of a club. For example, Auckland City FC’s participation alone brought in $3.58 million. For an amateur team in Oceania, that would have enabled them to significantly improve their facilities, including renovating their modest Kiwitea Street home stadium, which holds around 3,500 spectators.

The Club World Cup then provides a new opportunity for clubs to promote themselves, and then generate a financial boost in many aspects in a challenging football landscape.

“The race to attract, retain and monetise international fans is fierce,” Phil Carling, director of football at marketing firm Octagon, told The Athletic. “A tournament of such magnitude and prestige as the Club World Cup helps create a new fan base. Clubs can use that as equity and generate revenue through commercial programmes.”

The Club World Cup is an opportunity for clubs to find new fans and then promote their business.

"Traditional football fans often have a disdainful attitude when football is associated with commercial factors. However, this is the key issue of modern football. And how to conquer new fans is the key to creating a source of income to support clubs," shared Tim Crow, an experienced sports marketing consultant.

Carling added: "The commercial model for elite sport is a combination of quality pitches, fan interest and money. So it's no surprise that I've seen the excitement from clubs about the Club World Cup. They see it as a huge opportunity."

Despite the controversy over the schedule and health of the players, it is worth noting that clubs not participating in the Club World Cup are still travelling the world to promote their business. Manchester United will visit New Jersey, Chicago and Atlanta next month, after a trip to the Far East at the end of last season. Arsenal have their own plans in Singapore and Hong Kong, while Liverpool and Barcelona have chosen Japan and other countries.

The US is now the world's most valuable market.

“The big clubs that are on the sidelines must wish they could be involved,” said Carling. “The prize money is one thing, but the reputation and brand positioning at a FIFA level is important.”

“Through the Club World Cup, clubs have three ways to grow their brands,” said Hugo Hensley, director of sports services at Brand Finance. “First is global exposure. Next is local exposure, which is asserting the stature in the country by participating in a top-tier arena. Finally, exposure to the US, the huge $20 trillion market that every club covets.”

So it would not be surprising if the clubs supported the US to continue hosting the Club World Cup in 2029, and voted in favor in negotiations with FIFA to increase the total number of participating teams to 48 in the following tournaments.

"No board of directors would turn down an invitation from FIFA. I bet they would immediately charter a rowboat to row across the Atlantic to the US to attend the tournament," Carling affirmed.

Thanh Hai

Source: https://tienphong.vn/quen-di-nhung-chi-trich-fifa-club-world-cup-thuc-su-duoc-cac-clb-them-muon-post1753422.tpo