world cup Archives - Athelo Group

FIFA Club World Cup 2025: Schedule, Teams & Format Explained

Posted on April 27, 2025December 3, 2025 by Athelo Group

By Robert Yardley

Athelo Group

The 2026 FIFA World Cup will be the first ever co-hosted by three countries: the United States, Canada, and Mexico. Featuring 48 teams, the tournament aims to expand global reach and raise the level of competition. Matches in iconic North American cities will create a landmark event for fans, players, and sponsors.

This year’s 2025 FIFA Club World Cup serves as an exciting precursor, offering a preview of the energy and global attention that the World Cup will bring.

Quick Highlights:

FIFA Club World Cup expanded to 32 clubs from 5 global federations (AFC, CAF, Concacaf, OFC, UEFA).
There is a $1 billion total prize pool, with $125 million awarded to the champion.
FIFA projects a combined $47 billion economic impact, 290,000 new U.S. jobs, and $62 billion in global GDP growth from the Club World Cup and upcoming World Cup cycles.
Each host city will receive $1 million in FIFA “legacy contributions” for local soccer development.
DAZN acquired the global streaming rights for the 2025 Club World Cup tournament, worth a reported $1 billion.

About the Tournament

The FIFA Club World Cup has been a fixture on the international stage for years. Founded in 2000 as an annual competition, it ran every year until 2023 (except for a break from 2001–2004), bringing together the best clubs from around the world. FIFA initially hoped the tournament would rival the success of the UEFA Champions League.

Over time, the tournament faced challenges in gaining global recognition, competing against established leagues and continental championships. Still, its ability to bring together top-tier clubs from diverse regions earned it prestige among football fans.

After the 2023 edition concluded, FIFA announced that the Club World Cup would become a quadrennial event (held every four years) starting in 2025.

What to Expect This Year

The 2025 edition will feature 32 teams from five federations: AFC (Asia), CAF (Africa), Concacaf (North and Central America and the Caribbean), OFC (Oceania), and UEFA (Europe). Eight groups of four teams will compete in a round-robin format, with the top two teams from each group advancing to the knockout stages. The tournament has a $1 billion prize pool.

FIFA will debut body cameras for referees and enforce stricter penalties for goalkeepers wasting time. A total of 117 match officials—35 referees, 58 assistant referees, and 24 video match officials—from 41 member associations will oversee matches, including two from the Premier League. FIFA hopes that a diverse and highly reputable officiating pool will reduce referee controversy, an issue that marred the 2024 Copa America.

FIFA Club World Cup’s Community Impact

Local communities and cities like Atlanta are already reaping the benefits of the tournament. Recently, FIFA President Gianni Infantino announced that FIFA would be donating $1 million towards the sport’s development in the Atlanta community.

Infantino said, “it’s important to support a city’s social life—maybe with mini soccer pitches for kids where they’re needed most. That ball isn’t just a sports tool; it’s a source of joy and happiness.”

Where Brands Can Win

The Club World Cup has presented numerous branding opportunities, including the trophy itself. This year’s 24-karat gold trophy is custom-made by world-renowned jeweler, Tiffany & Co. The brand took to Instagram to unveil the collaboration, calling it “a proud symbol of [their] long-standing commitment to sporting excellence.”

Other sports properties are finding ways to align themselves with the tournament. The Philadelphia Eagles brought some international flair to Lincoln Financial Field, inviting FIFA to show off the Club World Cup trophy next to the Lombardi. Eight Club World Cup matches will kick off there later this year.

More U.S. cities and sports organizations like Miami, Dallas, and Los Angeles are building partnerships around the Club World Cup, using the tournament’s momentum to create marketing activations tied to global soccer.

The tournament also creates momentum for the 2031 Women’s World Cup, which will be held in the United States. FIFA’s president has already teased Atlanta as a potential host city, reinforcing the America’s growing role in global soccer.

Soccer’s Growing Footprint in the U.S.

All Club World Cup host cities are set to receive $1 million from FIFA in legacy contributions to help grow soccer and build community pitches after the tournament ends.

FIFA’s legacy contributions to Club World Cup host cities are part of a bigger effort to invest in local soccer infrastructure. FIFA President Gianni Infantino emphasized the need for more accessible facilities in North America, calling it a key step toward growing the sport at the grassroots level.

FIFA Club World Cup’s Economic Impact

The winning team will walk away with $125 million of the $1 billion prize pool. That kind of payout is enough to lure the world’s biggest clubs away from traditional pre-season tournaments, which have been especially lucrative for European teams.

FIFA projects that the Club World Cup combined with the World Cup in 2026 will have an economic impact of $47 billion, create 290,000 new jobs within the United States, and $62 billion in gross domestic product globally over the next two summers.

The Future of Global Sports Partnerships

The economic impact of the Club World Cup and the 2026 World Cup shows the growing value of global sporting events for cities, industries, and brands. As new opportunities open across emerging sports markets, brands that move early will be best positioned to win.

At Athelo Group, we help brands seize these opportunities by building strategic partnerships across new and growing sports properties worldwide. As momentum around the global game continues to build, the possibilities for brands willing to invest early have never been greater.

Money Talks: Gen Z Sparks Sustainability in Sports

Posted on February 3, 2025November 30, 2025 by Athelo Group

By Robert Yardley

Athelo Group

As sustainability in sports becomes a growing priority for consumers, English football clubs are beginning to feel the pressure to adopt eco-friendly practices. This demand is being driven largely by Generation Z, a generation that is redefining how businesses approach environmental responsibility.

Gen Z, born between 1995 and 2010, is the first generation to grow up fully connected in the digital world. They’re using their collective power to encourage change, especially when it comes to the environment. By 2030, Gen Z’s combined income is expected to reach $33 trillion, surpassing the millennials that came before them.

What’s important is that 73% of Gen Z is willing to spend more on sustainable products, and three-quarters of them care more about a product’s sustainability than its brand. This shift is hard to ignore, and sports clubs, including those in English football, are starting to take action to meet this demand.

Quick Highlights

Gen Z will control a quarter of global income by 2030. 75% are more concerned about product sustainability than the brand.
Sports clubs like the English Premier League are working on sustainability but lack ambitious, verified commitments. Fans are demanding more action.
The league introduced their Environmental Sustainability Commitment, including emission tracking and senior leadership accountability, aiming for long-term change.
MLS Clubs collectively diverted more than 61 tons of food to donation programs.
Food diversion efforts reduced about 146 tons of CO2 emissions.
FIFA faced backlash over misleading carbon neutrality claims for the 2022 World Cup, raising concerns about greenwashing in sports.

How Clubs are Taking Action

English football is a great example of how fans are pushing for more focus on sustainability. 64% of fans believe football clubs and sponsors should prioritize sustainability, and even more think governing bodies should consider the climate impact of player travel when scheduling matches.

Younger fans are twice as likely to consider the environmental impact of sports compared to those over 55. However, they’re less likely to demand net-zero carbon emissions within the next decade. This suggests younger generations prefer “realistic” emission reductions over ambitious goals that clubs and companies often set for publicity but fail to meet.

Recent data paints a mixed picture of Premier League clubs’ sustainability efforts. While many highlight their initiatives on dedicated sustainability pages, only a few have set ambitious net-zero targets or earned third-party recognition for their environmental work.

Some clubs have adopted tangible measures like on-site clean energy or sustainable transport policies. Despite this, many clubs are engaging with sustainability in principle but lack commitment to comprehensive, externally verified strategies.

The Environmental Sustainability Commitment

In 2024, the Premier League rolled out the Environmental Sustainability Commitment, setting clear expectations for all clubs.

By the end of the 2024/25 season, each club must have a solid sustainability policy in place and appoint a senior leader to take charge of these efforts. Having a senior figure leading the charge is essential for holding clubs accountable— both for fans and outside organizations.

This commitment extends beyond the 2024/25 season, setting the stage for future policies. By the 2025/26 season, clubs must develop detailed GHG emissions data covering all three scopes. They’ll also collaborate with the Premier League Sustainability Working Group to standardize tracking and create a unified action framework, driving greater accountability and lasting environmental impact.

MLS Leads the Charge for Sustainability in Sports

For Earth Day 2024, Major League Soccer launched their “One Planet Pre-Match Jerseys.” These jerseys, with the message “One Planet. One Chance,” were made from recycled materials and came in three colors representing soil, wood, and water.

Fans could buy the jerseys online or at select club retail locations, but the initiative didn’t stop there. MLS also partnered with local charities and food organizations, working together on environmentally-friendly projects to benefit communities. Clubs distributed leftover meals from match days to those in need, helping to reduce food waste.

In total, MLS clubs diverted over 61 tons of food, preventing around 146 tons of CO2 emissions—roughly the same environmental impact as 467 one-way flights from San Jose to Montreal.

Holding the Sports World Accountable

When sports organizations fail to meet their sustainability goals or present misleading data, they open themselves up to significant criticism. FIFA faced backlash over its claims about the 2022 World Cup in Qatar, which it promoted as being carbon neutral. One independent researcher said, “It’s a fantasy to consider that this World Cup was carbon neutral.”

The tournament ended up producing over 3.8 megatons of CO2, far exceeding the 3.6 megatons that carbon consultancy South Pole had initially estimated. Notably, 48% of the emissions that weren’t reduced or avoided could have been offset. South Pole itself came under scrutiny after an investigation revealed they had inflated the number of carbon offsets available in Zimbabwe for profit.

In the end, the Swiss Fairness Commission ruled that FIFA could no longer claim the 2022 World Cup was CO2-neutral, following a complaint filed by Carbon Market Watch and other environmental groups.

Sustainability Goals Under Fire?

Organizations adopting sustainability goals and standards haven’t escaped criticism, especially when considering that several Premier League clubs are indirectly owned by Gulf States, whose wealth is built on fossil fuels.

Wycombe Wanderers midfielder David Wheeler expressed this frustration to BBC Sport, stating: “Waiting two and a half years for a sustainability strategy is dragging your feet. A lack of moral leadership is evident in football’s top organizations, from FIFA to the Premier League. While sustainability professionals drive progress, CEOs and board members seem to hinder positive change.”

Wheeler also called for a cap on domestic flights, accusing the league of “condoning” pre-season tours that generate “colossal amounts of emissions.” He added that football’s ever-expanding calendar is damaging both players and the environment, arguing, “You can’t have infinite growth on a finite planet.”

A Way Forward

With more voices from across the sports industry pushing for more sustainable practices, real progress will depend on bold leadership and a steadfast commitment to transparency. This is the path forward to push the sports industry into a more sustainable future and protect the planet we all call home.

Women’s Soccer Shines Light on ACL Injury Research

Posted on May 12, 2024November 18, 2024 by Athelo Group

By Caydence Bach

Athelo Group

International support for women’s soccer has surged over the past decade, fueled by star players and major tournament victories. With this growing popularity comes increased scrutiny on the health challenges female athletes face. Rising participation rates and heightened competition have exacerbated the issue of sports injuries, particularly anterior cruciate ligament (ACL) ruptures. Health experts warn that women are 6x more prone to an ACL injury than men, and 25% less likely to fully recover. This concerning trend among female soccer players demands attention from the entire sports community. Yet one major question remains: where is the research to prevent this?

ACL Epidemic

ACL injuries in women’s soccer are robbing top competitions, leagues, and even the World Cup of some of their top international talent. This is especially true within major professional teams such as Arsenal Football Club, where in 2023, ACL tears sidelined 4 players out of a 25-person roster. Such a high number of starters succumbing to the same injury has spotlighted the training conditions of the Arsenal women’s team. Among them is Arsenal FC & Netherlands striker Vivianne Miedema, who said, “Instead of 30 games a season, we now play 60. But we don’t have the time and investment that is needed to keep players fit.” Women’s soccer players are not being offered the proper training schedules, facilities, or nutrition to contribute to their success on the field. Season-ending injuries have become the consequence.

Lack of Female-Focused Studies

There are thousands of sports-science academic studies, but few are primarily focused on women’s health in soccer. Female health specialist Dr. Emma Ross explained how misinformation stems from this disparity: “We published a paper over a year ago which showed that, in sport and exercise science research, only 6% of studies are done exclusively on females.” As a result, female ACL injuries fall into this misinformation trap. One common misconception is that body shape, hip width, and the menstrual cycle are all contributing factors. Yet there is still no solid scientific evidence depicting the role they play. Many professional players say this isn’t enough– more research must to be done.

The Right Shoes

One possible culprit for ACL ruptures is women’s athletic footwear. Despite being top athletes, female players frequently find themselves competing in shoes originally tailored for their male counterparts. A recent study by the European Club Association and St. Mary’s University, London revealed that 82% of elite female footballers reported experiencing “pain or discomfort” due to ill-fitting cleats. Soon after this research, Nike released the Phantom Luna, a football boot created with women in mind. Its innovative design incorporates contours specific to female feet, a circular cleat pattern, and a much-requested snug ankle fit. Nike’s preventative technology aims to stabilize the knee and protect against ACL tears. Female players around the world are big fans: Brazilian professional soccer star, Debinha Miri, says the new cleat makes her feel “secure and confident” on the pitch. Given the shoe’s success, it’s likely more brands will follow Nike’s lead.

Looking Ahead: Project ACL

The future of ACL ruptures in women’s soccer does have a silver lining. Weeks ago, a new initiative to research and prevent ACL injuries in women’s soccer began. This collaboration incorporates major players like FIFPRO, the Professional Footballers’ Association, Nike, and Leeds Beckett University. The ambitious three-year inquiry is called Project ACL. It will follow the experiences of 300 professional female soccer players across England’s Women’s Super League (WSL), spanning 12 clubs. Although the focus is currently on England, FIFPRO harbors aspirations to expand this initiative on a global scale. The U.S.-based National Women’s Soccer League (NWSL) seems to be the next research target within a few years. As women’s soccer continues to expand, it’s imperative that major leagues and teams continue to research these injuries. Without player health, there is no way to sustain the growth and professionalization of women’s soccer globally.

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Copa America 2024: Tournament Guide & US Host Cities

Posted on May 5, 2024December 3, 2025 by Athelo Group

By Lucas Figueiredo

Athelo Group

One of the most exciting events in the soccer space is coming to the U.S. this year! Bring on the Copa America– the oldest international continental soccer tournament in the world, first contested in 1916. This premier championship for South American national teams consists of 10 CONMEBOL member nations: Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela. Argentina and Uruguay have the best championship records with 15 titles each, followed by Brazil with 9.

This isn’t the first time the tournament’s touched down in America. Back in 2016, Copa America marked its 100th anniversary with a special edition held in the U.S., featuring an expanded 16-team field that included six teams from CONCACAF. Now, in 2024, the tournament returns with a similar format, welcoming six additional teams from the CONCACAF region to join the competition, making a total of 16 teams.

Host City Breakdown

The 2024 Copa America will be staged across multiple major U.S. markets, bringing South America’s biggest soccer tournament to fans across the nation. The action will kick off on June 20th at the state-of-the-art Mercedes-Benz Stadium in Atlanta, which can hold up to 71,000 people. Other massive NFL venues like AT&T Stadium in Dallas, NRG Stadium in Houston, SoFi Stadium in Los Angeles, and MetLife Stadium in the New York/New Jersey area will also host games. Some smaller soccer stadiums will join in, including Orlando’s Exploria Stadium. The tournament is set to crown its champion on July 14th at the Hard Rock Stadium in Miami Gardens, which previously hosted big matches like the 2026 World Cup bid ceremony. In total, 13 stadiums across 11 metropolitan areas have been selected, capable of accommodating over 1 million collective fans for the Copa America. Having the tournament spread across multiple U.S. cities helps leave a physical imprint, allowing more local markets to host major soccer events and improve infrastructure in preparation for the 2026 World Cup.

A Catalyst for U.S. Soccer Growth

The 2024 Copa America presents a prime opportunity to capitalize on soccer’s growing popularity as a major sport in the U.S. market. With Lionel Messi joining Inter Miami and TV networks’ continued commitment to air thousands of live matches annually, soccer is drawing more American fans than ever. Popular soccer-themed TV shows like Welcome to Wrexham and Ted Lasso also add to the appeal. The passionate fan bases of top national teams such as Argentina, Brazil, and Mexico, along with the star power of players like Messi and Vinicius Jr., ensure massive viewership for the tournament across English and Spanish broadcasts. Hosting competitive matches featuring powerhouse teams like Brazil, Argentina, Mexico, and the U.S. in major American cities provides fans with access to top-level international soccer experiences, driving interest, attendance, media coverage, and sponsorship revenues within the U.S. soccer community. Additionally, it gives the U.S., Canada, and Mexico an opportunity to prepare for the World Cup by testing their teams against elite South American sides.

Host Country Controversy?

While the U.S. eagerly awaits the tournament, not everyone is as thrilled about the location. The decision to host the 2024 Copa América in the United States has sparked controversy amongst fans. Some view it as a unique opportunity to expand the sport and attract more U.S. audiences to the passionate rivalries of South American football. Others argue that taking the Copa America outside of its home continent compromises its rich tradition and distinct identity rooted in the greatest clashes between soccer rivals like Brazil and Argentina. Additionally, there are concerns that hosting in the U.S. could give CONCACAF teams an unfair competitive advantage on familiar soil against the South American teams. While some embrace the opportunity to expand the Copa América’s reach, others argue it should still be in South America to preserve South American soccer history and culture.

Controversy aside, U.S. fans await the chance to watch their national team take on fierce competitors like Uruguay and Bolivia. The incorporation of guest nations like the USMT and Canada adds to the excitement, expanding the tournament beyond South America. It also opens up the possibly for a Copa America 2024 champion outside of CONMEBOL member nations. While the sports betting odds favor Argentina or Brazil to take home the title, only time will tell who will be crowned the winner come July 14th.

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Saudi Arabia Investing Billions of Dollars in Sports

Posted on January 20, 2023November 12, 2025 by Athelo Group

By Claire Brown

Athelo Group

Saudi Arabia, with its borders recently opened to tourism, has implemented the Saudi Vision 2030, an economic and social reform blueprint that is opening up the country to the world. The sports industry is one of the vital aspects of Saudi Vision 2030. The country’s idea to pursue sports did not come overnight; it materialized alongside growing sports popularity and their desire to compete at an international level.

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

While Saudi Arabia lacks history in the industry, the country is quickly making its mark. In November, Saudi Arabia was the only team to beat World Cup Champion Argentina in Qatar. This win proved that Saudi Arabia’s investment in soccer is paying off. In addition to soccer, Saudi Arabia is pouring millions into Winter Sports, Golf, F1 Racing, and more. It seems that the only sports the country is staying away from are America’s Big 4: Basketball, Baseball, American Football, and Hockey.

Saudi Arabia’s Investment in Soccer

One of Saudi Arabia’s primary investments is in soccer. Saudi Arabian club Al-Nassr recently signed a two-and-a-half-year contract with Cristiano Ronaldo, making the 37-year-old athlete the highest-paid soccer player in history, and the highest-paid athlete in the world. Ronaldo is expected to make $212 million per year. For context, Liverpool, which has a home roster of 77 players, pays their entire team a combined $244 million per year. A contract this high is almost unheard of for a player nearing retirement, especially since Ronaldo is no longer in his prime. His 2022 performance was subpar, as he was benched in the later parts of the World Cup and with his club team Manchester United.

So the question remains: why would Al-Nassr offer a nearly retired athlete so much money? The ROI resides in the idolized figure Ronaldo represents, not necessarily in his current level of play. Ronaldo’s presence means a steep increase in tourism as soccer fans around the world come to see him play before his career ends. Part of Ronaldo’s contract also includes commercial agreements, which enable the country to expand its marketing beyond natural resources, breaking the public’s strong perception of Saudi Arabia as a country solely associated with oil. Saudi Arabia also has a young population, so Ronaldo will serve as a role model who draws the younger generation to the sport and enhances youth development in the country. The financial cost of Ronaldo seems irrelevant compared to the societal, economic, and political gains he brings to Saudi Arabia.

In addition to Ronaldo, Saudi Arabia hopes to acquire even more soccer players and clubs. Lionel Messi’s two-year contract with Paris Saint-Germain F.C. expires this summer, and the Saudi Arabian club, Al Hilal, reportedly offered him $300 million per year. About 15 months ago, the Public Investment Fund (PIF) took ownership of the Premier League club, Newcastle United. The change left fans in England divided. Some found the political implications upsetting, while others saw this as a good opportunity for club growth. While Newcastle United typically finishes in the lower half of the Premier League table, they are currently ranked 3rd this season, sitting above usually dominant clubs Liverpool and Chelsea. The purchase of Newcastle United made sense for the PIF considering the Premier League possesses a massive fan base and is the most-watched league in Saudi Arabia. There are also rumors that the PIF may purchase Premier League giants, Liverpool and Manchester United, whose current owners are open to selling.

The Investment in F1 Racing

Saudi Arabia is now two races into a fifteen-year F1 Racing deal and expects to host four Grand Prix this year alone. Each Grand Prix reportedly costs $65 million in hosting fees, and over the next fifteen years, Saudi Arabia will likely spend over $900 million in hosting fees alone. With this investment, Saudi Arabia hopes to bring a Formula 1 racing team to their country. Their sights are currently set on McLaren and Aston Martin after relocating the companies’ headquarters to their country. Investing in motorsports is a no-brainer for Saudi Arabia– oil is what the country is most known for. The largest and most valuable oil company in the world, Aramco, produces one-third of the world’s oil and is based in Saudi Arabia. The country wants to use this F1 partnership to grow, build racing academies, and develop a Saudi Arabian team with drivers from their country.

How Saudi Arabia Has Invested in Golf

In 2021, the PIF backed LIV Golf, a new golf league founded by Greg Norman. This revolutionary league aims to eclipse the sport of golf’s premier tournament organization, the PGA tour. With the league’s large bank account, they are well on their way. In its first two years alone, the league has already spent over $2 billion. LIV used the money to entice veterans and rising talent into joining the league with signing bonuses and large sums of prize money. LIV reportedly offered Tiger Woods $700 million, the most lucrative deal known to date, to play in the league. Each regular season event consists of $25 million in prize money, with $20 million distributed among victors for the individual event and $5 million split in the team competition.

Saudi Arabia’s own government acknowledges that LIV is an expensive endeavor, however, the country isn’t necessarily looking for an ROI. They are more focused on the potential influence gained from backing the league.

Winter Sports: 2029 Asian Winter Games

Saudi Arabia recently won the bid to host the 2029 Asian Winter Games. The country plans on building a $500 billion megacity to host this event. Given their desert climate, this will be a challenging investment. Saudi Arabia’s winter temperatures range from 45° F to 68° F, which isn’t exactly ideal for a sport that requires mass amounts of snow. Despite the climate, Saudi Arabia is set on building a carbon-neutral winter wonderland in preparation for the Asian Winter Games. The year 2029 is a ways away, but it will be interesting to see how Saudi Arabia can create snow parks that meet the standards for a professional competition.

As Saudi Arabia invests billions of dollars into the sports industry, it’s apparent the country wants a piece of the sports world’s growing power and influence. Due to their investments, Saudi Arabia is already seeing a positive change in their country. Jobs at sports clubs increased in the past three years by 129%; administrative jobs rose by 156%, and career opportunities in sports jumped by more than 114%. Sports growth in Saudi Arabia also gave women unprecedented rights as the country opened sports participation to all genders. Saudi Arabia also implemented reforms to encourage female participation in sports, which helped increase female participation by 150% in the past 5 years.

Saudi Arabia was a closed country for many years and did not encourage much tourism or international visitors, which resulted in misconceptions about their culture. Now armed with the power of sports, Saudi Arabia is giving the world a chance to experience its culture firsthand.

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Qatar to Set Records: 2022 FIFA World Cup

Posted on October 24, 2022August 4, 2026 by Athelo Group

By Samson Wolpov

Athelo Group

For the first time since 2018, countries from all over the world will come together and unite to watch one sporting event: the 2022 FIFA World Cup. Starting on November 21st, 32 national teams will compete with the hope of hoisting up the World Cup, the gold trophy that is awarded to the winners of the tournament. Hosted in Qatar, this is the first time the tournament will be held in the Northern Hemisphere. They are hosting this tournament during their winter due to the summer time in Qatar becoming so overwhelmingly hot that it could have become a safety concern for players and attendees. On top of that, this is the first time that the World Cup will be hosted “in-season” as all leagues around the world are in the midst of their own season and will now be forced to take a break from competitions to allow players to compete. This World Cup will break down a lot of barriers and set a new standard for future tournaments to follow in terms of the venues, activations, and sponsorships that are incorporated into the month-long competition.

Recently, Saudi Arabian countries have been known for having lucrative amounts of money invested in different sporting events around the world. The PIF, Saudi Arabian Public Investment Fund, has backed the Premier League club Newcastle and the newly formed Golf league, LIV Golf. The Middle East is no stranger to spending money on sports, but Qatar has taken this to the next level. It is being reported that Qatar is spending a whopping $200 billion on various infrastructure projects that include stadiums, highways, and hotels. In response, football expert Kristiyan said, “Although Qatar is known for being one of the wealthiest countries in the region, no one expected it to spend that much money.” In comparison, in 2018 when Russia held the World Cup, they spent $14.2 billion; a significant difference when looking at Qatar’s spending, but this was not without cause. Qatar built seven brand new stadiums to host all games in their country, but the infrastructure alone is not the only record-setting number at play. It is being reported that the World Cup has a total prize money pool worth roughly $440 million. The winners will receive $42 million, a $4 million difference from 2018’s world cup when France received $38 million. The prize money alone amounts to over a quarter of FIFA’s budgeted investment for the event. FIFA and Qatar are not the only people shelling out large sums of money; companies around the world want to get involved in this global competition and do so by sponsoring the event in different capacities.

With the FIFA World Cup being a global tournament, it holds unique aspects that not many other tournaments or leagues have. With 32 different countries coming together, sponsoring this event is a privilege for companies. They have the ability now to reach so many different consumers from all over and bring awareness to their brand on a global scale. These companies are now not only able to increase their brand equity, but also create brand loyalty and cement themselves in the lives of the consumers. To do that, however, takes a large investment. For example, India’s largest Ed-tech company, Byju’s, has become the first Indian official sponsor of the FIFA World Cup after paying approximately $30-$40 million. While this is a first for Byju and Indian-based companies, certain companies like Budweiser have a long-standing relationship with FIFA World Cup and has been the official beer sponsor for the last 25 years. Additionally, companies such as Hisense, Vivo, Mcdonalds, and Crpyto.com, have all become official sponsors for the FIFA World Cup starting on November 21st.

On the consumer side of things, FIFA and Qatar have been working hand-in-hand to plan and construct different fan entertainment zones and activations. Throughout this event, there will be six different activation sites: Official Fan Fest – Al Biddah Park, The Corniche, Lusail Boulevard, 974 Beach Club, Arcadia Spectacular, and ARAVIA. The most notable of these is the fan fest at Al Biddah Park as it is reportedly the largest fan fest in 2022 and is relatively new as it was finished in 2018. At this park, fans will be able to purchase food and drinks, enjoy different entertainment, and tune into the matches. While it is important for Qatar to be able to hold this event in their country, it is even more important to be able to put on a show for these fans and encourage them to come back in the future. At this time of the year, Qatar will be a tourist hot spot and it is important to be able to show these fans the beauty of the country and the fun and memories that will come along with it.

Off the pitch, Qatar and helping parties have got everything figured out, but on the pitch, there is everything to play for. As the reigning champs, France has the second-best odds of +600 (6/1), according to PointsBet. After coming off a heartbreaking loss in the UEFA Euro tournament in 2020 to Switzerland, France has all the makings to become back-to-back World Cup champs but they have a red-hot Brazil team in their way. Brazil’s last loss came a little more than a year ago as they lost to Argentina in the Copa America tournament. This Brazilian team has vengeance on their mind as they have to make up for their quarter-final loss in the 2018 World Cup and the 7-1 thrashing they endured in the 2014 World Cup. Now for the hometown team, the US team is looking to make some noise after missing out on the 2018 World Cup in a disappointing fashion. While the US squad does not stack up to the other European teams, they have a lot to look forward to in the future as the average age of the squad is 24 years old. While the odds certainly favor Brazil and France, this tournament is truly anyone’s to win.

With Qatar getting ready to host the 22nd-ever World Cup, companies and fans around the world cannot wait to get in on the action. From fan zones and entertainment hubs to sponsorships and partnerships, the World Cup is truly one of the most unique and special tournaments that sports have to offer. With November 21st right around the corner, we will see who will be crowned champion of the world.

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Tag: world cup

FIFA Club World Cup 2025: Schedule, Teams & Format Explained

Quick Highlights:

About the Tournament

What to Expect This Year

FIFA Club World Cup’s Community Impact

Where Brands Can Win

Soccer’s Growing Footprint in the U.S.

FIFA Club World Cup’s Economic Impact

The Future of Global Sports Partnerships

Money Talks: Gen Z Sparks Sustainability in Sports

Quick Highlights

How Clubs are Taking Action

The Environmental Sustainability Commitment

MLS Leads the Charge for Sustainability in Sports

Holding the Sports World Accountable

Sustainability Goals Under Fire?

A Way Forward

Women’s Soccer Shines Light on ACL Injury Research

ACL Epidemic

Lack of Female-Focused Studies

The Right Shoes

Looking Ahead: Project ACL

Copa America 2024: Tournament Guide & US Host Cities

Host City Breakdown

A Catalyst for U.S. Soccer Growth

Host Country Controversy?

Saudi Arabia Investing Billions of Dollars in Sports

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

Saudi Arabia’s Investment in Soccer

The Investment in F1 Racing

How Saudi Arabia Has Invested in Golf

Winter Sports: 2029 Asian Winter Games

Qatar to Set Records: 2022 FIFA World Cup

Athletes

Brands

Athelo

Quick Highlights:

About the Tournament

What to Expect This Year

FIFA Club World Cup’s Community Impact

Where Brands Can Win

Soccer’s Growing Footprint in the U.S.

FIFA Club World Cup’s Economic Impact

The Future of Global Sports Partnerships

Quick Highlights

How Clubs are Taking Action

The Environmental Sustainability Commitment

MLS Leads the Charge for Sustainability in Sports

Holding the Sports World Accountable

Sustainability Goals Under Fire?

A Way Forward

ACL Epidemic

Lack of Female-Focused Studies

The Right Shoes

Looking Ahead: Project ACL

Host City Breakdown

A Catalyst for U.S. Soccer Growth

Host Country Controversy?

Why Saudi Arabia Is Making Billion-Dollar Bets in Sports

Saudi Arabia’s Investment in Soccer

The Investment in F1 Racing

How Saudi Arabia Has Invested in Golf

Winter Sports: 2029 Asian Winter Games

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