This is the pharaonic project of Gianni Infantino, his creature, the one that must revolutionize club football: the new World Cup at 32 teams. To make this first American edition a resounding success, the president of FIFA did not skimp on the means, diving cheerfully in the body of the body. But behind triumphant speeches and the promises of an “undisputed summit of world football”, the reality on the ground seems much more gloomy. Exorbitant marketing expenses, aggressive ticketing strategies, and yet sparse stands that question: Isn't Infantino playing his “all-in” for an tournament that is cruelly struggling to seduce?
Over $ 50 million smoke to fill the stadiums?
The figure, revealed by The Athleticgives vertigo: FIFA would have spent Over $ 50 million in marketing To try to fill the stadiums of this club World Cup. An initial budget that has even been inflated by several million in recent weeks in the face of low demand. Massive advertisements on social networks, collaborations with sometimes improbable influencers (a baseball journalist to explain football, cooking influencers, etc.), giant panels on highways … FIFA has released heavy artillery. But the images of thousands of empty seats, especially during the match between Chelsea and Lafc this Monday in Atlanta, testify to a bitter failure despite these colossal financial efforts.
Bradied tickets, gifts: FIFA in panic mode?
Faced with the threat of desperately empty stadiums, FIFA has multiplied “commercial gestures” which are very similar to rescue operations. Tickets whose price fell from $ 349 to $ 55, special offers at 20 dollars for students, or even free tickets offered to veterans … If this strategy could “save furniture” for the opening match with Lionel Messi, the rest is much more contrasted. The choice of immense stadiums, pushed by Infantino against the advice of certain members of FIFA USA who advocated smaller and easier to fill speakers, seems today to turn against the organization.
A palpable disinterest despite a fierce promotion
Despite the free broadcast of matches for DAZN subscribers (broadcaster having acquired the rights for $ 1 billion, partly thanks to Saudi funds), popular craze, especially in European and American markets, is not there. English, Spanish or Italian buyers do not even appear in the top 10 ticket sales according to FIFA own data. Even presidential communication, with a Gianni Infantino appearing on Instagram with the influencer ishowspeed, struggles to mask the lack of general interest. The local context in Los Angeles, with anti-Trump demonstrations, was able to play a role, but cannot explain everything.
The risky “all-in” of infantino: towards a resounding fiasco?
Gianni Infantino bet, very large, on this club World Cup. Between the criticisms of the leagues and players on the overloaded calendar, the difficulties in completing sponsorship and TV rights, and now the disavowal of the public, his “baby” takes on the appearance of an extremely risky bet. If the enthusiasm of South American or North African supporters offers some glimmer of hope, FIFA has desperately on the final stages to attract the general American public. But for the moment, the massive investment seems far from bearing fruit, and the dream of Infantino could turn to the costly nightmare, leaving FIFA with a salty addition and a credibility started.
