La Juventus deployed behind Trump's back in the Oval Office has become somewhat of a symbol of this new edition of the FIFA Club World Cup, the first with the extended format. An ambitious event, not only because of what we will see on the field, but because of everything that will gravitate around it: business, rights, format, international brands. The goal is clear, to transform the tournament into a Champions League global that speaks all the languages of the sports business. A giant marketing machine and visibility moving in what is now more than ever a unique and unpredictable stage of global arrangements.
How it works and the Italians in the field
Beginning June 15 and running through July 13, 2025, the United States will host this newly expanded edition, the next one being in four years. Thirty-two qualified clubs, divided into eight rounds of four, just as happens in the National Team World Cup. The top two from each group pass, then off to the knockout round of 16. No final for third place, only the title counts.
The qualification criteria are confusing to say the least, but in theory they have rewarded all the most successful clubs, as well as those highest in the ranking of the major FIFA confederations between 2021 and 2024. For Europe, for example, the winners of the UEFA Champions League of the reporting period participate: Chelsea, Real Madrid, Manchester City. Real Madrid itself is one of the favorites for the final victory and is also the team with the most victories in the history of the competition, with five titles to its credit. There is no Barcelona, which won two, officially because each nation can only enter two teams.
There will also be two Italians, Juventus precisely and Inter, because they are rewarded by the ranking and the draw. Inter then curiously will not be the only Inter, given the participation of Inter Miami, because a place is rightfully due to one of the teams of the host country's federation, MLS in this case. Or because Lionel Messi has been playing on this team since 2023, which increases the club's commercial appeal.
FIFA, in fact, aims to create a commercially performing and recognizable product that can generate broadcasting, sponsorship and ticketing revenues equal to-if not greater than-those of a European Championship. So there is a suspicion that many of the choices were made at the table just to maximize the reach of the event.
Behind the choice of the United States as the venue is not just logistics or local enthusiasm for the sport: there is the strategy of strengthening the soccer brand in a market-continent where sports and entertainment have always traveled on the same track and generated huge revenues, think for example of the Superbowl.
Given the experimental nature, this edition will be a test laboratory for new television formats, with integrated live and digital experiences, as well as commercial experiments, including naming rights and augmented reality, to observe fan behavior on a global scale.
A testing ground for clubs, executives and future sports managers
For those working or studying in the world of sports business, the new Club World Cup represents a case study of the highest value. Until now, the competition had a marginal impact, with few teams and low visibility. With enlargement, the questions multiply: How will international schedules change? Will Europe's top clubs handle the intensity? What will be the impact on the Value of football brands?
From the perspective of governance, economic sustainability, and media rights, the FIFA Club World Cup 2025 marks a turning point. For the new generation of sports manager, is an opportunity to take a close look at the dynamics of global soccer, anticipate trends and plan for the future of thesports industry.
