FIFA ’25 Club World Cup Marketers Hit The $1B Pitch Running Across The U.S.

By Barry Janoff

June 12, 2025: Soccer fans, media, marketers and others who can’t wait for the FIFA 2026 Men’s World Cup to come to the U.S. don’t have to: The inaugural FIFA 2025 Cup World Cup begins this week.

The essentials:

• June 14 to July 13, 2025 in 11 cities across the U.S. (See the full list of stadiums here.)

• 32 of the world’s top clubs from all six confederations will play 63 matches across four weeks looking to be crowned club world champions.

• Clubs come from among AFC (Asia), CAF (Africa), Concacaf (North and Central America and the Caribbean, including MLS), CONMEBOL (South America), OFC (Oceania) and UEFA (Europe). (See the full list of clubs here.)

• The teams will compete for a record $1 billion in available prize money for participating clubs, with the champion potentially earning a total of $125 million.

• Begins June 14 with Al Any FC vs. Inter Miami FC in Hard Rock Stadium. (See the full schedule here.)

• Quarterfinals are scheduled for July 4-5; Semifinals July 8-9 in MetLife Stadium, East Rutherford, NJ; the  Final July 13 in MetLife Stadium.

FIFA Club World Cup global partners include Airbnb, Anheuser-Busch (Budweiser, Michelob Ultra), Bank of America, Coca-Cola, Hisense, Lenovo-Motorola, PIF, Qatar Airways and Visa.

DAZN is the exclusive global broadcaster, supported by a multi-media marketing campaign.

A partnership with Warner Bros. Discovery will see TNT, TBS and truTV televise 24 of the tournament’s 63 matches across the U.S., including the knockout rounds and final.

DAZN is also partnering with TelevisaUnivision to broadcast 18 matches of the FIFA Club World Cup 2025 in Spanish on TelevisaUnivision’s U.S. networks Univision, UníMas and TUDN, with live simulcasts available to stream on Univision NOW.

EverPass Media platform delivering premium live sports content to commercial businesses, and DAZN have signed a commercial distribution agreement in the U.S. that will allow EverPass customers, existing and new, to stream every game of the FIFA Club World Cup 2025 for bars, restaurants, hotels, gyms and other businesses.

J Balvin, Doja Cat and Tems are scheduled to headline the inaugural FIFA Club World Cup Halftime Show July, 13 in MetLife Stadium. FIFA said this would be the first halftime show in a FIFA competition. The show will be broadcast live free worldwide on DAZN.com.

The show will support the FIFA Global Citizen Education Fund, an initiative announced by FIFA President Gianni Infantino and Global Citizen Co-Founder and CEO Hugh Evans at the Global Citizen NOW Summit in April, which aims to raise $100 million to provide children around the world with access to quality education and football.

FIFA said one dollar from every ticket sold for FIFA Club World Cup matches in the United States this summer would be donated to the FIFA Global Citizen Education Fund.

As an extension of his long-term role as the international curator of Global Citizen Festival, Chris Martin of Coldplay worked with Global Citizen in their role as producers of the FIFA Club World Cup Final Halftime Show.

Following the International Football Association Board’s approval, referees will wear body cameras at the competition, and the footage will be used by DAZN as part of live match broadcasts during the tournament.

According to FIFA, “One of the main goals of this test is to explore whether the new camera angle can improve the experience for those watching on television and online by showcasing the referee’s perspective. Furthermore, FIFA will use the findings from the tournament to create guidelines for the use of such cameras in football.”

• AIRBNB

Airbnb and FIFA have signed a three-year partnership spanning three tournaments: as an official partner for the FIFA Club World Cup 2025, an official supporter for the FIFA World Cup 26 in North America and an official supporter for the FIFA Women’s World Cup 2027 in the Americas.

Airbnb said it would offer Official Fan Accommodations on its platform globally for these three flagship FIFA tournaments. In addition to choosing from places to stay, "guests can now explore Airbnb Experiences led by locals that spotlight regional traditions, hidden gems and the spirit of the Host Cities."

“The World Cup brings the world together — and so do we,” Brian Chesky, Airbnb co-founder and CEO, said via the company.

“Airbnb is proud to partner with FIFA to offer fans once-in-a-lifetime experiences during the tournaments — while welcoming hundreds of thousands of guests during the 2026 FIFA World Cup and driving meaningful economic impact for local communities."


• ANHEUSER-BUSCH INBEV BUDWEISER

As an official beer sponsor of the FIFA Club World Cup 2025, Budweiser unveiled its global platform “Celebration in the Making” and the return of its  “Bring Home The Bud” campaign to deliver the ultimate prize of free beer for the winning club and its supporters for those of a legal drinking age.

Budweiser will also leverage exclusive FIFA-created “Celebration of the Match” content featuring the top celebrations from each match day, and has released new LTO tournament-inspired packaging and designs on its products.

Budweiser said it "channels the passion and raw energy of football fans" in its new spot, “ThunderBud,” set to AC/DC’s classic “Thunderstruck.” The spot "captures the moment a Budweiser can cracks open in a crowded stadium, unleashing an anthem that raises fans and players alike toward victory."

“In partnership with FIFA, Budweiser has been celebrating football culture and its legions of fans for nearly 40 years, and we’re proud to launch this global platform to match the energy, scale and excitement of this unique competition,” Richard Oppy, AB InBev global president, premium company, add via Budweiser’s parent company.

“Whether it’s being in a local pub at match kickoff or being in a packed stadium cheering the return of a champion club, Budweiser will be there to ensure every moment of this FIFA Club World Cup feels like an epic celebration in the making.”

Budweiser's “Bring Home The Bud” campaign debuted during the FIFA World Cup 2022 and ran again for the FIFA Women’s World Cup 2023.

The “Bring Home The Bud” football tradition continues this tournament. The signature Budweiser-branded red beer crates are already making appearances in cities across Brazil, U.K. and China to "build excitement for the ultimate payoff for the winning club* and its home supporters."

In a unique integration, Budweiser will celebrate standout moments on the pitch through “Celebration of the Match” content created by FIFA for each match day, which Budweiser will amplify across social media.

"People will have the chance to vote online for their favorite highlights — whether it’s an unbelievable goal or a game-saving goalkeeper stop — tying the emotional pinnacle of each match to the idea that fans are the ones who power the game."

• ANHEUSER-BUSCH INBEV MICHELOB ULTRA

Michelob Ultra, as an official beer sponsor of the FIFA Club World Cup 2025, is bringing the tournament to life through unique brand experiences, in-stadium and on-premise activations, tournament-inspired packaging at retail and new creative featuring some of the game's biggest stars, including Michelob Ultra's global ambassador Lionel Messi.

"This summer Michelob Ultra will continue our legacy of uniting beer and sports to create unforgettable moments of celebration for fans across the country," Ricardo Marques, Michelob Ultra svp-marketing, said via  the brand.

"We're in the golden age of soccer in the United States, and Michelob Ultra has the unique privilege of being in the hands of the sport's most passionate fans during this summer's FIFA Club World Cup and when the United States hosts the 2026 FIFA World Cup. We have robust plans to leverage this incredible moment in sport by elevating the fan experience through this powerful partnership."

Michelob Ultra’s new ad, "Superior Hotel," stars Lionel Messi.

The campaign will also include limited-edition packaging, aluminum bottle and can designs that celebrate a summer of sporting competition, star-studded out-of-home featuring top players and assets in-stadium, at retail and on premise in support of the tournament.

At the tournament's 12 host stadiums, people will be able to visit Michelob Ultra beer gardens — experiential pop-ups where fans who want to harness their own sense of competition will be able to 'Play For An Ultra’ through on-site activities and games.

The brand's new Michelob Ultra Zero, will also share the spotlight with in-broadcast integrations, on-premise at bars and restaurants across the country and a presence in-stadium.


• BANK OF AMERICA

In August 2024, Bank of America became the official bank sponsor of the FIFA World Cup 26. Through this agreement, FIFA and Bank of America said they have “committed to working together to support the growth of the global game and the tournament’s impact on football fans of all ages, abilities and backgrounds.”

“This partnership with FIFA, for both World Cup 2026 and now Club World Cup 2025, sharpens our focus on deepening client relationships through the most iconic sporting events in the world, and generating lasting economic impact, globally and locally.” Bank of America’s chair and CEO, Brian Moynihan said via the financial firm.”

Matches at the FIFA Club World Cup 2025 will be staged in 11 cities across the U.S. — including Bank of America Stadium in Charlotte — “providing an unparalleled opportunity for FIFA and Bank of America to deliver positive economic and social impact in the communities in which the bank’s teammates and clients live and work.”


 • COCA-COLA

A sponsor of the FIFA World Cup since the 1978 edition, the Coca-Cola Co. has the official category partnership for the inaugural FIFA Club World Cup

“Sports partnerships like the one we have with FIFA are an important growth driver for our company, brands and global system, and the FIFA Club World Cup will be a significant moment to bring the world together through the power of sport,” Brad Ross,vp-global sports and entertainment marketing and partnerships, said via The Coca-Cola Company.

“Football fans are among the most passionate in the world, and we’re honored to be part of these moments by refreshing fans and athletes with our portfolio of beverages and providing them with innovative experiences.”

According to FIFA chief business officer Romy Gai via FIFA, “The Coca-Cola Company has been involved in stadium advertising at every FIFA World Cup since 1950 and has provided many memorable experiences in global football over the decades.

“We are delighted to have such an important and a long-standing partner on board as we usher in a new era in global club football with the FIFA Club World Cup. This will be an exciting, inclusive and a truly global tournament that will ultimately further the development of the club game while delivering value to our partners.”


• HISENSE

Hisense, a leading brand in global consumer electronics and home appliances, has been a global partner for two consecutive FIFA World Cups.

“We are proud to be an official partner of the FIFA Club World Cup 2025, which is a competition among the top clubs from all six confederations, representing a dialogue between champions, a collision of first-class excellence,” Hisense group chairman Jia Shaoqian said via the company.

“This perfectly aligns with Hisense’s pursuit of the champion spirit and our latest corporate goal to build a world-class enterprise and brand."

Hisense is hitting the road with a multi-city tour featuring soccer-inspired activations that invite fans to experience its latest home entertainment innovations. From interactive games and exciting giveaways to engaging brand experiences, the tour celebrates the spirit of the sport and its fans in key cities hosting FIFA Club World Cup 2025™ matches across the U.S.

"The Hisense Own the Moment Tour, alongside our partnership with FIFA Club World Cup 2025, is our way of bringing fans closer to the high-speed action while showcasing how Hisense products elevate the game-viewing and home entertainment experience every day," David Gold, president of Hisense Americas and Hisense USA, said via the copmany.

According to Shaoqian, “As the pioneer in AI televisions, Hisense’s newly launched AI TV series is a perfect match for the FIFA Club World Cup. The technological foundation of Hisense AI TV is the independently developed Xinghai large model, which supports continuous smart upgrades across various appliance categories, significantly enhancing the user experience and market competitiveness.

“Together with FIFA, Hisense will present the best Club World Cup for global audiences.”


• LENOVO MOTOROLA

Lenovo and Motorola Mobility, a Lenovo company, have partnered with the FIFA Club World Cup 2025 for numerous activation.

Motorola, a Lenovo brand, has been named official FIFA Club World Cup 2025 Smartphone Partner and will use the tournament to promote the brand on a global scale.

“The Club World Cup represents an incredible opportunity to showcase the world’s best football clubs and the transformative potential of innovation."

Lenovo and Motorola will provide essential hardware, services, and smart solutions to FIFA and all 32 qualified teams participating in the tournament. This includes "advanced AI PCs, tablets and workstations, plus Motorola smartphones. These tools will help support tournament operations, content capture and collaboration, and on-the-ground support throughout the competition."

On-site marketing initiatives include Lenovo and Motorola-branded content running on field-level LED screens and stadium video board(s) before, during and after each match. Exclusive content will also be captured pitch-side during some matches using Motorola’s most innovative smartphones to date, the Motorola razr family 2025.

“Motorola is proud to support this new global club football landmark with smarter technology,” Sergio Buniac, Motorola president, said via the company.

“The FIFA Club World Cup 2025 represents an incredible opportunity to showcase not only the world’s best football clubs, but also the transformative potential of innovation. Through our infrastructure, devices – from smartphones to Lenovo PCS & servers, and services, we’ll help FIFA deliver a globally inclusive tournament for fans around the world.”


• PUBLIC INVESTMENT FUND

PIF is the sovereign wealth fund of Saudi Arabia and is among the largest sovereign wealth funds in the world with total estimated assets of $925 billion.

PIF and FIFA said the Club World Cup partnership reflects “FIFA and PIF’s shared vision to enable greater participation in sports by unlocking new opportunities, fostering innovation and engaging fans around the world. With a focus on youth, the partnership will provide opportunities for young people, supporting FIFA in its efforts to engage and inspire at a grassroots level."

Mohammed AlSayyad, head of corporate brand, said via PIF, “PIF is creating a legacy of transformative impact in sports including through its partnerships, delivering positive and lasting results at every level, from players and fans to host communities.

“PIF is at the forefront of growing football around the world following our Concacaf partnership announced last year and our continued investment in football. We are unlocking opportunities to drive the growth of the sport around the world.”

“Football plays a crucial role in the ongoing transformation of Saudi Arabia and as host of the FIFA World Cup 2034, reinforces the country’s ambition to grow the game globally, create new opportunities for all and extend its benefits in Saudi Arabia and every part of the world for generations to come.”


• QATAR AIRWAYS

Qatar Airways will activate as the official airline partner of the inaugural FIFA Club World Cup.

“The new agreement with FIFA underlines what we value most — teaming up with the pinnacle of football to bring fans closer to the action,” Qatar Airways Group’s CEO Engr. Badr Mohammed Al Meer, said via the carrier.

“The presence of Qatar Airways at this groundbreaking tournament goes beyond branding, as we look to elevate the fan experience and connect them through our global network of more than 170 destinations, with 11 gateways in the United States. We are proud to be here and to play our role in uniting players, officials and fans through the power of football and global travel.”

• VISA

As the official payment technology partner of the FIFA Club World Cup, Visa will amplify the fan experience through unique programs for spectators "that bring them closer to the action."

Visa has a long-standing relationship with FIFA, spanning both the FIFA World Cup and the FIFA Women’s World Cup, as well as the youth, futsal, beach soccer and esport competitions organized by world footballs’ governing body.

“This addition to our partnership with FIFA underscores Visa’s commitment to football at every level, from grassroots to the grandest stages,” Frank Cooper III, Visa CMO, said via the firm.

“We’re excited to take part in this groundbreaking tournament and to bring new experiences to our clients, cardholders and fans alike.”


• OTHER ACTIVATION

FIFA adds to its long-standing partnership with Taittinger, which will serve as the official FIFA Club World Cup champagne.

Hard Rock Cafe, in partnership with Lionel Messi, launched merchandise coinciding with the FIFA Club World Cup as part of Hard Rock's "We Play Together” campaign. The campaign will feature special experiences and exclusive offers, such as bundle deals combining themed Messi menu and retail items, for guests to watch each match and show support for their favorite teams.

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