Gianni Infantino's Classic Plea

Various criticisms directed at the newly formatted Club World Cup were met with composure by FIFA President Gianni Infantino. At an event titled Fanatics Fest in Manhattan, United States, Infantino seemed to deliver a plea or defense for the new tournament concept, which will now be held every four years.

Infantino considers it natural to encounter various criticisms as the concept or idea of expanding the Club World Cup is something new. As the saying goes, the first step is always the hardest in a journey; Infantino has anticipated that this tournament, with a prize value of 1 billion US dollars, will face many challenges.

"Therefore, there may be some who criticize it slightly, but this is something new. This is something special. This is a true World Cup with the best teams and players," said Infantino, Sunday (23/6/2025).

Criticism has emerged as this tournament is seen merely as Infantino's personal ambitious project. The Professional Footballers' Union (FIFPro) has expressed concern that the Club World Cup further increases the workload of players at a time when they should be receiving a break at the end of a long competition.

The kickoff time was also forced to follow European time, resulting in many matches taking place at noon while the United States was experiencing summer. The large prize money offered is also feared to disrupt the balance of the domestic league.

"Pay TV providers need customer loyalty, and competition like this can lead to lower player salaries and financial instability for weaker teams," said La Liga President Javier Tebas, as quoted by Bein Sport.

All those criticisms seem to gain legitimacy in light of the low enthusiasm of the public in the United States. In several matches, the attendance levels fell below expectations. One example is the match between Chelsea and Los Angeles FC, which was attended by only 22,137 people out of a total stadium capacity of over 71,000. Chelsea's manager Enzo Maresca even described the atmosphere in the stadium as strange.

Amidst criticism, Infantino remains confident that the organization of the Club World Cup will bring significant changes to the development of football worldwide.

"It is time for someone to create a World Cup for clubs. For 100 years, we have known which country is the best in the world, but until now, we do not really know which team is the best in the world. So, we think it might not be a bad idea to create a World Cup so that teams can determine their choice," he said.

Infantino's plea sounds reasonable, but the larger goal of expanding this tournament and hosting it in the United States has already been calculated in FIFA's expansive plans. There are economic motives or plans behind his classic plea.

Since his election in 2016, Infantino has been known for his expansive policies. He was the first to propose the idea of holding the 2022 World Cup in the middle of the season, while European club competitions were ongoing. Under Infantino's leadership, the idea of expanding the number of participants in the 2026 World Cup from 32 teams to 48 teams was also realized.

The idea of increasing the number of participants in the Club World Cup from seven teams to 32 is closely tied to Infantino's expansive ambitions. The choice of the United States as the host location is intended to attract untapped fan potential.

As of now, it is estimated that there are millions of people, especially in the United States, who do not have loyalty to a particular football club. Although the number is not as massive as in China or India, winning the U.S. market is crucial due to its significantly larger economic potential. Thus, both major clubs and FIFA will reap substantial benefits.

The Head of Sports Services at Brand Finance, Hugo Hensley, explained that the United States holds an economic potential that is hard to resist. Forty cents of every dollar spent on sports marketing worldwide comes from the United States. This is what drives many European clubs to compete in holding preseason tours there.

"The transition to the United States has become very important in the strategy of many clubs. There are fans in the United States who have not yet decided whom to follow, and this is an opportunity to attract those fans," said the Head of Sports Services at Brand Finance, Hugo Hensley, as quoted from The Athletic.

"Fans there are also significant economically. These individuals then have the potential to purchase merchandise, support the team in the future, and subscribe to digital channels. More importantly, they will be interested in brands associated with the club," added Hensley.

Behind the ambition to change the direction of football development lies a significant economic motive that blinds FIFA and club owners. They find it difficult to resist the enticing sums of money and the promising exposure that comes with participation in the Club World Cup. In such situations, football players once again become the victims.