Global Media Insights from FIFA Club World Cup 2025
How the inaugural 32‑team format redefined viewership, fan engagement, and sponsorship impact
From June 14 to July 13, 2025, the FIFA Club World Cup transformed the U.S. sporting stage with its first 32-team format. Over a month of competition, clubs from every continent came together, each competing for the championship and delivering breakthrough performances and dramatic upsets that captured the world’s attention.
CARMA’s analysis identified narratives that discussed channel viewership, which themes resonated in different markets, and stories surrounding brand sponsors.
2.49 million fans attended matches across U.S. stadiums. This was the highest total in the tournament’s history, achieved during its first-ever expanded 32-team format. Previous editions featured only eight teams, with the UEFA Champions League winner entering directly at the semi-final stage.
Verified viewership reached 172 million across key markets including the United States, United Kingdom and Saudi Arabia.
Distinct Regional Narratives
U.S. media focused on logistical hurdles, match attendance issues, and this being a “dry run” for the 2026 World Cup.
U.K. coverage followed Chelsea’s journey to the final, a big financial draw, and the hazardous conditions experienced.
Saudi Arabian outlets amplified Al Hilal’s victory over Manchester City, highlighting national pride.
Sponsorship Impact Driven by Integration into the Story
Tiffany & Co.’s gold‑plated trophy became a central image of the tournament, heavily referenced across social and online coverage.
AB InBev captured broad visibility through its role as the official beer partner, while the Public Investment Fund’s involvement in Al Hilal’s run gained similar traction.
The full report explores coverage trends across platforms, star player moments, fan conversations and sponsorship visibility in greater detail.
Speak with one of our experienced consultants about your media monitoring and communications evaluation today.
Commentary
Global Media Insights from FIFA Club World Cup 2025
How the inaugural 32‑team format redefined viewership, fan engagement, and sponsorship impact
From June 14 to July 13, 2025, the FIFA Club World Cup transformed the U.S. sporting stage with its first 32-team format. Over a month of competition, clubs from every continent came together, each competing for the championship and delivering breakthrough performances and dramatic upsets that captured the world’s attention.
CARMA’s analysis identified narratives that discussed channel viewership, which themes resonated in different markets, and stories surrounding brand sponsors.
Key Insights from the Report:
Record Attendance and Viewership
Distinct Regional Narratives
Sponsorship Impact Driven by Integration into the Story
The full report explores coverage trends across platforms, star player moments, fan conversations and sponsorship visibility in greater detail.
Speak with one of our experienced consultants about your media monitoring and communications evaluation today.