FIFA Club World Cup boosts digital media and advertising investment

The first edition of FIFA's new Club World Cup format is reshaping how brands and clubs connect with audiences. With a record US$1.4 billion prize pool, the tournament is redefining global sports marketing strategies. According to recent FIFA data, advertising investments in football grew 30% in 2025, primarily driven by the unprecedented opportunities the new competition model provides for brand activations and audience engagement.

According to Bruno Almeida, CEO of us media, a digital performance specialist and official advertising representative of OneFootball In Brazil, Brazilian clubs have already understood the tournament's potential as a media platform and are increasing their investments.

"We're seeing a very clear increase in Brazilian club investment in media and advertising, especially with the boost from the new World Cup. The growth is significantly higher than what we saw in previous years, driven by brand-building campaigns and internationalization efforts," explains the executive.

The Struggle for Audience: Multiplatform and EngagementFlamengo, for example, is making massive investments in internationalizing its brand, focusing specifically on the North American market. Beyond expanding Flamengo TV, the club is taking its Soccer Camps to the United States, creating a direct connection with new generations of fans. Palmeiras, meanwhile, has adopted an even bolder strategy, with ambitious activations like the "Casa Palmeiras" in tournament host cities and the "Palmeiras Day" in New York, alongside the launch of an exclusive Puma-designed jersey specifically for the competition.

"It's important to highlight that this movement didn't emerge out of nowhere," explains Bruno Almeida. "It's actually the acceleration of a trend that has been building over the past decade, a result of increasingly professional management in the marketing and commercial departments of the clubs. What we're seeing now is the maturity of this process reaching its peak precisely when global football gains its most important stage."

On the brands' side, the scene is equally impressive. FIFA confirmed six heavyweight official sponsors for this edition: Hisense, AB InBev, Bank of America, Coca-Cola, Adidas, and Visa. The amounts involved are historic: AB InBev invested approximately US$1,480 million, while Coca-Cola signed a US$1,440 million contract with FIFA valid until 2030, according to Statista data.

"FIFA is really changing the game with the record prize money allocated to this new tournament," comments Bruno Almeida. "When you combine that with the presence of global giants and the top Brazilian clubs, the result is a strong incentive for brands to increase their presence and investments in football. And, of course, this directly impacts the entire media negotiation landscape."

Fragmented transmission becomes an advantage for brands.
Brazil's broadcast strategy reflects the complexity and potential of this new ecosystem. Coverage will be distributed across open TV (Globo), pay TV (SporTV), and various streaming platforms, including Globoplay, Prime Video, Mercado Play, and CazéTV on YouTube. The latter, with its 13 sponsors – including giants like Coca-Cola, Mercado Livre, and iFood – perhaps represents the most emblematic case of the ongoing transformation.

This profound transformation isn't just about adding new streaming platforms, but also about the consolidation of a new way of consuming and engaging with football. Most fans use a single device and app, such as... Second screen"While watching the game. Brands have already realized they're no longer buying a simple ad space; they're associating themselves with a real, authentic community with a very high level of engagement," analyzes the CEO of US Media.

Opportunities for brands and advertisers extend far beyond traditional formats. "Today, brands want more than just having their logo displayed in games. They seek to create experiences, offer services, and promote actions during competitions," explains Almeida. "Digital platform broadcasts open up a range of possibilities for more creative and targeted actions, such as using data to segment fans and show personalized creatives to each one."

For the executive, the secret to success lies in authenticity. "The great opportunity here is to integrate into the conversation authentically, become part of the content, and be well-received for it. It's about being able to activate real-time promotions – such as food and beverage delivery during the game or contests that depend on fan engagement – and, with this, build credibility and a genuine connection."

The future of sports marketing: personalization and experiencesLooking ahead, Bruno Almeida sees a vastly transforming industry. "The future of football advertising is undergoing a radical transformation. We're moving from a model focused solely on ads to entering the era of experience ecosystems. The driving force behind this is the powerful fusion of data and interactivity."

In this new landscape, clubs and brands need to adopt an entertainment company mindset," he advises. "Their role now is to constantly produce narratives and interactive experiences, keeping the audience engaged. However, it's crucial to remember that technology, however advanced, is only the means. The true competitive advantage will lie in our ability to connect each innovation to the most authentic values of sport. Success will come to those who manage to associate each immersive experience and each piece of collected data with the essential pillars that support football: the sense of community, the passion for the game, and social and environmental responsibility."

With the 2025 Club World Cup heating up, one thing is certain: football will never be the same again. For brands, clubs, and fans, this is the time to embrace transformation and write a new chapter in the history of the world's most beloved sport.