May 7 – Visa has bolted on the 2025 Club World Cup to its FIFA sponsorship portfolio and will serve as an official partner for the inaugural 32-team finals, set to take place in the United States this June.
Visa’s long-standing relationship with world football’s governing body already includes partnerships across its men’s and women’s World Cups and other smaller competitions, and comes in at the nick of time with just over two months until the tournament begins.
The new Club World Cup format is a significant expansion of what has traditionally been a relatively low-profile event, previously featuring just seven teams. Now ballooning to 32, the 2025 edition is pitched by FIFA President Gianni Infantino as a “revolutionary” reimagining of global club competition. Yet questions persist around the tournament’s commercial viability, scheduling, player welfare, and market demand as the competition’s sporting integrity has been questioned.
The 2025 tournament has been framed by FIFA as a historic moment in football, but scepticism lingers in industry circles as European clubs and player unions have raised concerns over the congested calendar, with little rest following a packed 2024–25 season that already includes expanded UEFA competitions and domestic demands.
For Visa, the partnership offers access to a global football showcase in the world’s biggest sports market. For FIFA, it provides a much-needed boost of commercial credibility for an untested format still seeking broader buy-in.
FIFA have already partnered with DAZN at the last minute to broadcast the tournament as its regular broadcast partners baulked at the cost and event proposition. Sponsors for the event have similarly been difficult to secure with long time partners Coca Cola and now Visa bolstering the sponsorship line-up, but seemingly somewhat reluctantly.
While Visa’s involvement is likely to be followed by further sponsor announcements, FIFA faces a steeper challenge: convincing fans, clubs, and broadcasters that the expanded Club World Cup can become more than just another inflated tournament in an already bloated football calendar.
“As a partner, Visa has played a standout role in growing the global game, and we’re excited to have them with us as the kick-off of this historic competition approaches,” said FIFA Chief Business Officer, Romy Gai.
“The FIFA Club World Cup 2025 will transform the global club landscape. With the unsurpassed scale of Visa and its commitment to innovation, we’re proud to welcome another powerhouse brand that is perfectly aligned with the bold vision of this tournament.”
No value was given for the sponsorship that Visa in the past would have received for no extra charge as part of its wider FIFA deal.
Frank Cooper III, Chief Marketing Officer at Visa added: “This addition to our partnership with FIFA underscores Visa’s commitment to football at every level, from grassroots to the grandest stages. We’re excited to take part in this ground breaking tournament and to bring new experiences to our clients, cardholders and fans alike.”
Contact the writer of this story, Harry Ewing, at moc.l1746629298labto1746629298ofdlr1746629298owedi1746629298sni@g1746629298niwe.1746629298yrrah1746629298