The expanded Club World Cup, featuring 32 teams, begins in the U.S. on June 14. This tournament, mirroring the national team format, raises concerns over player workload and ticket prices. FIFA has announced $1 billion in prize money, to be shared among clubs. Chelsea and Seattle Sounders view it as a chance for strategic exposure and silverware, while Al Ahly seeks competitive experience. Wydad AC hopes to close financial gaps, and Mamelodi Sundowns aim for global brand recognition. Clubs like Real Madrid and Bayern Munich share mixed feelings about scheduling and profitability but recognize its marketing potential. This inaugural edition promises significant global interest.
The enhanced Club World Cup kicks off in 100 days, featuring a 32-team tournament set to unfold in the United States starting June 14.
This marks the inaugural instance where the club edition of the World Cup parallels the national team format. Concerns over the increased workload for players have been a topic of discussion, with FIFPro and the World Leagues Association even hinting at legal actions last May. Additionally, there are worries regarding the steep ticket prices.
FIFA has revealed that the total prize pool for the Club World Cup will be $1 billion (£775m), distributed among all 32 teams. FIFA president Gianni Infantino emphasized, “All revenue generated by the tournament will be allocated to the participating clubs and distributed through club solidarity worldwide; FIFA will not retain a single dollar.”
But how do the clubs themselves perceive the tournament? The Athletic has reached out to teams and prominent figures from various clubs to gather their viewpoints on the competition. Fifteen teams responded to our inquiries, with most comments made under the condition of anonymity, as the individuals lacked authorization to speak publicly.
We now present their insights on the Club World Cup.
Chelsea (England)
Chelsea has been taking the tournament with earnest seriousness for quite some time.
The first sign was the decision to part ways with head coach Mauricio Pochettino last May, which was intended to avoid any uncertainty regarding the role heading into the Club World Cup. Pochettino was offered a two-year contract, with an option for another year in 2023, while his successor, Enzo Maresca, received a five-year deal.
Notably, several senior players who left on loan during the January transfer window, such as Joao Felix and Renato Veiga, have clauses allowing them to return before the tournament kicks off (normally, loan agreements run until June 30), thus enabling Chelsea to field their strongest squad.
Although Chelsea has yet to finalize a front-of-shirt sponsor for this season, they believe appearing in the U.S. could strengthen their positioning in ongoing negotiations with potential sponsors. They also view this as a genuine opportunity to seize some silverware.
Simon Johnson
Seattle Sounders (U.S.)
The Sounders perceive the Club World Cup as a “generational” chance. Following their participation in the 2022 Club World Cup in Morocco, Seattle views this tournament as a platform to showcase their city, fanbase, and club.
With the opportunity to compete before their home fans against Atletico Madrid and Paris Saint-Germain, the Sounders feel this is a unique moment to establish themselves as a marquee franchise within MLS and among the elite clubs in the Americas.
Seattle is also set to host multiple matches during the 2026 World Cup, including a U.S. men’s national team group-stage game, and believes these tournaments serve as an advertisement for the city’s passion for soccer on a global scale. It effectively places the Sounders in a favorable light for potential new fans and players.
Paul Tenorio
Al Ahly (Egypt)
Al Ahly is eagerly anticipating the tournament, seeking to present themselves to a broader audience, particularly as they will be opening the tournament against Inter Miami.
The record 12-time CAF Champions League winners aspire to compete with the best teams globally and view the Club World Cup as a chance to challenge against diverse opponents on the world stage—similar to previous editions of the competition, where they finished third four times. Additionally, the tournament is seen as a valuable learning experience, allowing the club to interact with teams worldwide.
Al Ahly celebrate winning the CAF Champions League (Fadel Senna/AFP via Getty Images)
Competing in the Club World Cup is viewed as a crowning achievement of Al Ahly’s domestic and continental successes over recent years.
While their odds of winning the tournament may be slim, they are committed to delivering their best performance in the U.S.
Ahmed Walid
Wydad AC (Morocco)
For Wydad, the Club World Cup signifies a multitude of opportunities. The most immediate one is financial: last year, 30% of their revenue stemmed from participation in the CAF Champions League, but they failed to qualify this year, creating a financial void that needs to be filled. The approximate $50 million (£39m) they will earn merely for participating will help cover that gap and more.
This income is expected to aid in closing the financial disparity with European clubs when it comes to player transfers. Previously, if they were negotiating with a prospective signing and a European club emerged with an offer, they struggled to compete. With this additional funding, they hope to change the narrative. They reflect on their basketball division, which attracts American players due to a lesser financial disparity.
Interestingly, their presence at the Club World Cup could also lead to discussions about joining a multi-club ownership structure. European-based models, like Red Bull or City Football Group, have shown reluctance to acquire an African club for various reasons, but they hope that a strong showing at this tournament could enhance their attractiveness to potential buyers.
Nick Miller
Mamelodi Sundowns (South Africa)
When Sundowns goalkeeper Ronwen Williams was nominated for the Yashin Award at the Ballon d’Or ceremony in 2024, he shared with The Athletic that the Club World Cup “…can help people realize the gap isn’t as significant as it seems.”
His remarks were not aimed at non-African players. He believes the competition can aid players from his continent in recognizing their own talents.
To say Williams is thrilled about traveling to the U.S. would be an understatement. “We can’t wait to be involved, to help open doors for African football,” he expressed.
Over the past decade, Sundowns have become a highly discussed club in Africa, thanks in part to investments from mining tycoon Patrice Motsepe, who also serves as the president of the Confederation of African Football (CAF). While the club boasts nine out of the last eleven South African Premiership titles, they have only secured one CAF Champions League trophy, way back in 2016.
The Club World Cup has been a priority for them for some time, with consistent meetings focused on media engagement and ticket sales.
The U.S. provides Sundowns with a chance to enhance their brand globally, particularly with a substantial African diaspora in the country. They aim to connect with new fans who can relate to both the club’s narrative and the abilities of their players.
Simon Hughes
Palmeiras (Brazil)
Palmeiras is currently seeking clarification on certain aspects of the tournament, such as the distribution of prize money. However, they are understanding of the situation, given that this is the inaugural edition of the revamped tournament, and have been impressed with FIFA’s quick responses to their inquiries.
The club views this tournament as vital from both sporting and marketing perspectives, given its global visibility. They are making efforts to commercially leverage this opportunity by enhancing their squad to ensure they make a significant impact.
Mario Cortegana
Fluminense (Brazil)
Fluminense faced a heavy 4-0 defeat against Manchester City in the 2023 Club World Cup final but remains enthusiastic about the opportunity to compete against other global powerhouses.
While the club does not expect a substantial surge in sponsorship revenue—given strict regulations regarding brand visibility on kits—they anticipate enjoying indirect benefits through heightened international brand recognition.
Fluminense will be competing in the tournament (Buda Mendes/Getty Images)
The chance to engage in a high-profile match against Borussia Dortmund—along with a reasonable expectation to advance from a relatively weak group (with Sundowns and South Korean side Ulsan as their other opponents)—has proven to significantly attract transfer targets in the previous Brazilian off-season.
Jack Lang
Botafogo (Brazil)
“It has been many years since Botafogo has competed on a global stage,” shared John Textor, the majority owner and chairman of Eagle Football Holdings Limited, Botafogo’s principal shareholder, with The Athletic. “The opportunity to face the top teams in the world, in the largest media market, is incredibly significant as we strive to re-establish our reputation among the world’s greatest clubs.
“Our fans are equally excited for these reasons. Our club has historically been recognized as ‘the most traditional’ and ‘the glorious’ due to its legacy in Brazilian football, and they have longed for our return to a position of global significance. We are just starting to rebuild that renown, which had faded for many years, and this opportunity in the United States marks the initial step in that direction. Frankly, our fans will expect nothing less. They anticipate our victory.
“This is a monumental story in Brazil. Four major clubs participating against the world’s best… it has been many years since Brazil has had such a chance.”
Matt Slater
Flamengo (Brazil)
Jose Boto, Flamengo’s director of football, expressed to The Athletic: “Flamengo regards the establishment of the new Club World Cup with tremendous excitement and commends FIFA for this initiative, which represents a significant milestone in the evolution of global football. Uniting the best clubs globally in an innovative format is a pivotal step toward further strengthening club football and providing a distinct experience for players and fans alike.
“It is both an honor and a privilege for us to represent Brazil and South American football at this occasion. We are optimistic that the United States, equipped with its world-class sporting infrastructure, will provide modern and optimal facilities conducive for a high-caliber tournament.
“The history of hosting significant events, including the 1994 World Cup and multiple Olympic Games, speaks to the levels of attendance and public enthusiasm on U.S. soil. Additionally, the upcoming 2026 World Cup enhances the interest and growth of football in this region.
“We believe this edition of the Club World Cup will achieve absolute success, both regarding infrastructure and audience turnout, further solidifying football as a genuinely global phenomenon.”
Mario Cortegana
Manchester City (England)
City is welcoming the updated format and the opportunity to add another trophy to their collection.
Even though an increase in fixtures may not seem ideal for their current season, the financial incentives appeal to the more financially driven members of the management team, while Guardiola shares a similar outlook to past pre-season tours: he and his players are committed to going wherever the club needs them.
Once they arrive, their intention is to compete for victory.
Sam Lee
Real Madrid (Spain)
Real Madrid’s board generally supports the Club World Cup, but president Florentino Perez, head coach Carlo Ancelotti, and some players have voiced concerns regarding the tournament schedule. They were taken aback by the late announcements of dates, venues, and their potential opponents.
Nevertheless, they released a statement last June in response to Ancelotti’s expressed reservations in an interview: “At no point has Real Madrid questioned its participation in the new Club World Cup being organized by FIFA. Our club is committed to competing in this official tournament, which we face with pride, aiming to make our millions of fans worldwide dream once again of winning a new title.”
Madrid are the Champions League holders (Thomas Coex/AFP via Getty Images)
Despite their hesitations, they consider the tournament vital for marketing and financial reasons. A successful outcome in the final could be worth approximately €100 million (£84m; $108m) to them. Madrid also shares a positive relationship with FIFA.
Since the pandemic, all of Real’s pre-season tours have taken place in the U.S., making it a key market of interest to them.
Mario Cortegana
Bayern Munich (Germany)
Bayern enjoys significant popularity in the U.S. and looks forward to directly engaging with their supporters and fan groups there—they even maintain offices in America, creating a substantial opportunity to present themselves positively in a competitive setting. Given the restrictions on German football and the fact that hosting competitive matches abroad is largely unfeasible, this presents a rare chance for them to diversify.
However, there is some apprehension regarding the tournament’s popularity and confusion regarding game timings—some matches kick off at 3am CEST, which is hardly favorable for their German fans. Discontent has already been expressed by some ultra groups about the scheduling as well as the high ticket prices.
Bayern is preparing for potential tensions. Competing in front of distant fans is one thing, but taking competitive matches away from season ticket holders and pricing them out poses a new challenge for German football, and one that will likely not be resolved quietly.
Sebastian Stafford-Bloor
Paris Saint-Germain (France)
Officials close to the leadership at Paris Saint-Germain acknowledge that the organization behind the Club World Cup has not been flawless, yet they consider it a positive step for the football ecosystem. They also feel it would be misplaced to direct concerns regarding player workload toward this tournament, which has existed in a different format and is only being revamped to run every four years.
Furthermore, there is optimism over new commercial partnerships and a deal with DAZN, alongside potential financial redistribution from the tournament. For PSG, the income generated will significantly surpass that of a traditional pre-season tour.
Yet, there are worries about filling stadiums in the U.S. Sources within PSG expect a concentrated effort—possibly involving President Donald Trump—to promote ticket sales before the tournament commences. Overall, it is perceived by those close to the inner workings as a potential icing on the cake for the season.
Mario Cortegana
Borussia Dortmund (Germany)
From a financial standpoint, the Club World Cup arrives at a fortuitous moment for Dortmund. Currently sitting 10th in the Bundesliga, they have a slim chance at qualifying for Champions League football, which would yield enormous financial rewards next season. Thus, the payday promised by FIFA for participating clubs is particularly valuable, especially as Dortmund prepares for a significant squad overhaul in the summer.
Socially, it represents an opportunity. Dortmund aligns with other leading German clubs advocating for greater growth of the domestic game and feel that teams in the league should engage more with lucrative markets like the U.S. Given there is no prospect of Bundesliga matches being held outside Germany due to fan opposition, this tournament provides a closest way to export an authentic version of themselves.
How successful will the tournament be? The club harbors doubts. Kick-off times may pose challenges for German supporters, and it remains uncertain how the competition will resonate with U.S. fans.
A peculiar technical detail to mention: Chelsea midfielder Carney Chukwuemeka is currently loaned to Dortmund, and that deal—assuming it isn’t made permanent—will expire between the conclusion of the Bundesliga season and the commencement of this tournament. He has performed notably well in Germany, making exciting appearances, but that may not be pertinent by summer.
Sebastian Stafford-Bloor
Atletico Madrid (Spain)
The Club World Cup is regarded as a significant opportunity on multiple fronts.
Atletico’s senior members take pride in qualifying, particularly surpassing Barcelona to be one of two La Liga representatives, reinforcing their status among Europe’s elite.
Atletico view the Club World Cup as a major chance (Denis Doyle/Getty Images)
Atletico’s substantial €200 million investment in new players last summer—including €75 million for Argentine World Cup winner Julian Alvarez and €42 million for England’s Conor Gallagher—was made with foresight, knowing that a deep squad would be necessary for this prolonged season under Diego Simeone.
Club CEO Miguel Angel Gil Marin and president Enrique Cerezo attended December’s draw in Miami and are eager to promote the club brand within the U.S., having regularly visited for pre-season in recent years.
Gil Marin and Cerezo are likely to divest their majority stake in the coming five years. Atletico is partly owned by U.S. investment firm Ares Management Corporation, which increased its holding last summer. Winning a prestigious international tournament on American soil would enhance the club’s value for prospective buyers.
Dermot Corrigan
Red Bull Salzburg (Austria)
The club’s individual strategy might be better understood through the lens of the Red Bull network, which considers the U.S. a key football market.
Last summer, RB Leipzig enjoyed favorable receptions for their games in New York and Miami, where they played Aston Villa and Wolverhampton Wanderers, also hosting coaching seminars and activation events. This visit marked their first tour outside Europe, offering a fresh environment away from domestic opposition and skepticism.
Salzburg is expected to seize similar opportunities. Although facing a demanding season, they may struggle to make a significant impact in the tournament, considering a group featuring Al Hilal, Pachuca, and Real Madrid appears tough; however, they remain excited about establishing their brand.
Sebastian Stafford-Bloor
Inter Miami (United States)
Following the signing of Lionel Messi, owner Jorge Mas has discussed the club’s ambition to evolve into a global brand. The wide distribution of pink Inter Miami jerseys is evidence of the progress made.
The Club World Cup presents an opportunity for the actual soccer product to gain worldwide visibility.
“It’s a challenging group, but I am very hopeful about our competitiveness,” Mas remarked last year. “A successful tournament for the team would involve advancing from the group stage and then competing further. Our primary goal is to get out of the group stage and then vie among the teams that advance.”
Messi himself has acknowledged the significance of the tournament for a club and league aiming for greater global respect.
“This is critically important for the club, especially since it’s our first time participating in a World Cup hosted here and with two teams from MLS present—it’s amazing,” Messi commented during a conversation with Apple Music. “All that’s happening creates an opportunity for MLS to continue evolving as a league and for other players to join and grow.”
“Football operates differently from the traditional sports enjoyed in the U.S. and should be approached distinctively. This is a chance to change perspectives and allow MLS to keep advancing.”
Paul Tenorio
(Top photo: Brennan Asplen/Getty Images)