FIFA’s revamped Club World Cup (CWC), set to kick off in the United States next week, is struggling to sell tickets despite heavy promotion and big-name players. Mattias Grafstrom, FIFA’s secretary general and the architect behind the new 32-team tournament format, recently spoke about the competition’s goals and challenges in an interview with The Athletic’s Felipe Cardenas.
Grafstrom emphasized that the Club World Cup is “not a commercial venture as such” and framed it as part of FIFA’s broader plan to grow soccer globally. However, from the outside, the tournament seems heavily tied to big financial interests. For example, DAZN paid $1 billion for exclusive broadcast rights—a sum unmatched by other broadcasters—and the 2025 champions will earn $125 million, a prize comparable to the Champions League but with far fewer matches.
Despite this, public interest appears lukewarm. Adam Crafton reports that ticket sales for the opening match, between Inter Miami and Egypt’s Al Ahly on June 14, are well below expectations. The match is far from selling out, even with Lionel Messi expected to play, forcing FIFA to cut ticket prices to attract more fans.
Ticket Prices Drop as Attendance Lags
FIFA is using a dynamic pricing system for the CWC, where ticket costs vary according to demand. Popular matches, such as those featuring Real Madrid or Boca Juniors, remain relatively expensive, with tickets for Real Madrid games starting at $132. However, Inter Miami’s game is reportedly facing attendance numbers below 20,000—45,000 short of the stadium’s capacity. FIFA denies sharing exact figures but admits demand is lower than initially expected.
Ticket prices for that opening game have fallen sharply—from $230 in January and $349 at the time of the tournament draw to as low as $55 now. There is growing concern that many matches could take place in front of sparse crowds, an outcome FIFA is keen to avoid.
FIFA president Gianni Infantino has expressed confidence despite the slow sales, saying he is “not worried at all.” The organization maintains that fans from more than 130 countries have already purchased tickets. Grafstrom also told The Athletic that the tournament aims to expand soccer’s presence in the U.S., but skeptics wonder if FIFA is projecting optimism rather than facing reality.
