The Millions FIFA Have Been Forced to Spend to Boost Ticket Sales at Ongoing Club World Cup Amid Empty Seats

FIFA has invested over $50 million in a marketing campaign to boost ticket sales for the revamped Club World Cup in the United States.

According to The Athletic, this figure represents a significant increase from the initial allocation, reflecting the organization's determination to drive attendance for the 32-team tournament, a project championed by FIFA President Gianni Infantino.

Despite FIFA's public pronouncements anticipating "great attendances and electric atmospheres" across the eleven host cities, and their assertion that the tournament will be the "undisputed pinnacle of club world football," the organisation has faced considerable challenges in filling stadiums.

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A large portion of the marketing spend has targeted social media, with FIFA partnering with a diverse range of influencers, from baseball reporters explaining soccer to Americans, to cooking influencers aiming to connect with casual sports fans. Highway billboards in several cities have also been a prominent feature of the campaign.

As previously reported, FIFA has employed unusual tactics to boost ticket sales, including dynamic pricing. Tickets for the opening match featuring Lionel Messi's Inter Miami, initially priced at $349, were eventually reduced to $55.

FIFA also offered heavily discounted tickets to Miami Dade College students and complimentary tickets to veterans for select group stage matches.

While the opening match drew a strong crowd of over 60,000, attendance figures for subsequent games have been mixed. A Bayern Munich match in Cincinnati drew over 21,000 to a smaller venue, while a Paris Saint-Germain game at the Rose Bowl attracted over 80,000.

However, other matches have seen tens of thousands of empty seats, raising concerns about stadium selection. Internal disagreements within FIFA reportedly arose over the balance between smaller, potentially sell-out MLS stadiums and larger NFL venues favored by Infantino.

Empty seats at a Chelsea match in Atlanta, despite ticket prices remaining above $50, further highlighted the challenges. The situation has been complicated by the presence of U.S. immigration officials at matches, a move that drew criticism after a now-deleted social media post from U.S. Customs and Border Protection.

FIFA has also faced difficulties generating positive media coverage, relying heavily on President Infantino's social media presence and engagements with influencers. Traditional media access to Infantino has been limited.

Previous reports have detailed European clubs' concerns about the tournament, including a lack of clarity on sponsorship, broadcasting rights, and prize money.

Lawsuits and criticism from leagues and player associations have also emerged, citing concerns about schedule disruption and player workload. FIFA's own data reveals that the majority of ticket sales have not come from major European markets, but rather from South America, North Africa, and their respective diasporas in the U.S.

Despite these challenges, FIFA secured a $1 billion broadcasting deal with DAZN and appeased European clubs with substantial participation fees and prize money. The organization hopes that public interest and spending will increase as the tournament progresses, particularly during the knockout stages featuring Europe's top clubs.