The first edition of the new format of the FIFA Club World Cup is restructuring the way brands and clubs connect with the audience. With a record prize pool of US$1 billion, the tournament redefines sports marketing strategies on a global scale. According to recent FIFA data, advertising investments in football increased by 30% in 2025, mainly driven by the unprecedented opportunities that the new competition model offers for brand activations and audience engagement.
According to Bruno Almeida, CEO ofUS Media, a company specializing in digital performance and the official advertising representative ofOneFootballIn Brazil, Brazilian clubs have already understood the tournament's potential as a media platform and are increasing their investments.
"We are seeing a very clear increase in the investment of Brazilian clubs 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 strengthening campaigns and internationalization," explains the executive.
The battle for the audience: multiplatform and engagementFlamengo, for example, is making massive investments in the internationalization of its brand, with a special focus on the North American market. In addition to the expansion of Flamengo TV, the club is bringing its Soccer Camps to the United States, creating a direct bridge with new generations of fans. Palmeiras has adopted an even bolder strategy, with ambitious activations such as the "Palmeiras House" in the tournament's host cities and "Palmeiras Day" in New York, as well as the launch of an exclusive shirt in partnership with Puma specifically for the competition.
"It is important to emphasize that this movement did not come out of nowhere," explains Bruno Almeida. He is, in fact, the acceleration of a trend that has been developing over the past decade, the result of increasingly professional management in the marketing and commercial areas of clubs. What we are seeing now is the maturity of this process reaching its peak precisely as global football gains its most important stage.
On the brands' side, the scenario is equally impressive. FIFA confirmed six major official sponsors for this edition: Hisense, AB InBev, Bank of America, Coca-Cola, Adidas, and Visa. The amounts involved are historic: AB InBev invested around US$80 million, while Coca-Cola signed a US$400 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 this with the presence of global giants and the main 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
The transmission strategy in Brazil reflects the complexity and potential of this new ecosystem. The coverage will be distributed among free-to-air TV (Globo), subscription 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—represents perhaps the most emblematic case of the ongoing transformation.
This profound transformation is not only happening by adding new broadcasting platforms but also by consolidating a new way of consuming and engaging with football.Most fans use a device and application, such assecond screenwhile watching the game. Brands have already realized that they are no longer just buying a simple advertising space; they are 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 go far beyond traditional formats. "Today, brands want more than just having their logo displayed in the games. They seek to create experiences, offer services, and promote actions during the competitions," explains Almeida. "Broadcasts on digital platforms 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 engage in the conversation in an authentic way, be part of the content, and be well received because of it. It is about activating promotions in real time – such as food and drink delivery during the game or giveaways that depend on fan engagement – and, with that, building credibility and a genuine connection.
The future of sports marketing: personalization and experiencesLooking to the future, Bruno Almeida sees an industry in great transformation. The future of advertising in football is transforming radically. We are moving away from a model focused solely on ads to enter the era of experience ecosystems. The driving force behind this is the powerful fusion of data and interactivity.
"In this new scenario, clubs and brands need to adopt an entertainment company mindset," he advises. "Their role becomes one of producing narratives and interactive experiences constantly, keeping the audience engaged. However, it is essential to remember that technology, no matter how advanced, is only the means. The true competitive advantage will lie in our ability to connect each innovation to the most authentic values of the sport. Success will come to those who can associate each immersive experience and each data collected with the essential pillars that support football: the sense of community, 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 moment to embrace transformation and write a new chapter in the history of the most beloved sport on the planet.
