FIFA Club World Cup: prize money, sponsors, attendance and more
The FIFA Club World Cup is the international club competition where the year’s continental champions face off. We take a look at a few business aspects of the FIFA Club World Cup, from location to prize money and from attendance figures to sponsors.
UAE hosts the 2021 FIFA Club World Cup
The 18th edition of the FIFA Club World Cup takes place in Abu Dhabi, United Arab Emirates from February 3rd to 12th, 2022. The event is set to slightly overlap with the 2021 Africa Cup of Nations. The Mohammed bin Zayed Stadium and Al Nahyan stadium will host seven teams across eight matches.
It is the fifth time the UAE hosts the tournament. The country previously hosted the event in 2009, 2010, 2017 and 2018.
UAE as host is in line with FIFA’s stance on bringing the world’s best club teams to smaller and upcoming football markets. Apart from the first edition in Brazil, FIFA has awarded the competition to growing football nations like the United Arab Emirates (fifth time), Japan (eight times), Morocco and Qatar (both twice).
And the original host of the 2021 event, China, fits the list as well.
New format postponed
Initially FIFA planned on introducing a new format at the 2021 FIFA Club World Cup. Instead of seven, 24 club teams would compete for worldwide glory. To accommodate the expansion, the tournament was rescheduled to the summer, in between the major European competitions. The new format would essentially replace the FIFA Confederations Cup.
China was scheduled to host the first expanded event. However, the COVID-19 pandemic caused FIFA to postpone the new format’s implementation. With the European and South American continental championships and the Olympic Games of 2020 postponed to the summer of 2021 there was no room for another international football event.
So the 2021 edition takes on the ‘old’ format with seven teams participating. Japan would take over as host from China, but due to attendance restrictions the country pulled out.
Instead of Japan at the end of 2021, the tournament now thus takes place in the UAE at the beginning of 2022.
FIFA Club World Cup prize money
FIFA has not officially revealed the prize money for the FIFA Club World Cup. However, previous editions are probably a good indication of the amounts awarded. In the past the winner received $5 million, the runner-up $4 million, third place $2.5 million and fourth place $2 million.
UEFA Champions League winner Chelsea and CONMEBAL Copa Libertadores champion SE Palmeiras both enter this year’s competition at the semi-final stage. So they are assured of at least $2 million if the amounts of previous editions is any indication.
Fifth, sixth and seventh place got respectively $1.5 million, $1 million and $0.5 million.
Attendance figures FIFA Club World Cup finals
A record attendance figure was set at the very first FIFA Club World Cup edition in Brazil when both a group stage match and the final had an attendance of 73,000. Between 2001 and 2004 there was no tournament and in 2005 FIFA introduced a new format.
The 2016 edition in Japan had the second highest attendance. In the final in Yokohama, 68,742 people (95% of 72,327 capacity) saw Real Madrid beat Japanese side Kashima Antlers.
Bayern Munich and Tigres contested last year’s final in front of 7,411 people. That is the lowest amount of spectators recorded so far. However, there was a 30 percent capacity restriction due to COVID-19. So only 12,000 people could attend the final at the Al-Rayyan Stadium (capacity: 40,000) in Qatar. In other words, attendance was at 62 percent of allowed capacity.
Chinese company Alibaba Cloud is presenting partner
Just before the start of the 2015 FIFA Club World Cup, FIFA unveiled Alibaba as the event’s presenting partner until 2022. This edition ‘Alibaba Cloud’ is once again visible in and around the stadiums, through global broadcasts and online.
In addition to Alibaba, FIFA lists five more partners: Adidas, Coca cola, Wanda, Qatar Airways and Visa. That is to say five of FIFA’s six main partners are visibly attached to the FIFA Club World Cup.
The exception is Hyundai/Kia. FIFA says that the automotive company signed a new long-term agreement in 2010 until 2022 that included comprehensive rights for all FIFA competitions. That would imply the FIFA Club World Cup as well, but the company is not listed on the event page.
Watchmaker Hublot is though. The Swiss company is the tournament’s official timekeeper.
Sponsors FIFA Club World Cup
|Alibaba Cloud||Presenting partner||Web services||China|
|Adidas||FIFA partner||Sports apparel & equipment||Germany|
|Qatar Airways||FIFA partner||Airline||Qatar|
|Visa||FIFA partner||Financial services||USA|
Kit sponsors: Puma and finance companies lead
Three out of seven teams participating wear Puma kits. Al Jaziri, who represents the host nation, wears the German brand, just as Palmeiras. The Brazilian club agreed on a three-year deal in 2019 to replace Adidas. While Monterrey switched from Nike to Puma in 2014.
Last time Monterrey participated, the players wore a special jersey during the tournament, including a different shirt sponsor. So far the club has not announced a similar campaign.
There are four other apparel brands represented: Nike, Umbro, S Team and Dynasty.
Champions League winner Chelsea probably has the most valuable kit sponsorship deal. The London club is sponsored by Nike since the 2017/2018 season. According to reports the 15-year deal is worth £900 million in total.
Contrary to Premier League shirt sponsors, several teams have multiple sponsors on their fronts. For example Mexican side Monterrey have a financial services and gambling company as shirt sponsor. While Egyptian side Al Ahly are sponsored by a telecommunications and financial services company.
Sponsors 2021 FIFA Club World Cup teams
|Club||Country||Kit sponsor||Shirt sponsor||Industry|
|Al Ahly SC||EGY||Umbro||WE & Saib||Telecommunications & Financial services|
|Al Hilal FC||SAU||S Team||Emaar & Jahez||Real estate & Food delivery platform|
|Al Jaziri Club||UAE||Puma||Mubadala Health||Healthcare|
|Auckland City||NZL||Dynasty||Vuksich & Borich Civil Engineering |
& Trillian Trust
|Civil engineering & Charity|
|CF Monterrey||MEX||Puma||BBVA & Codere||Financial services & Gambling|
|SE Palmeiras||BRA||Puma||Crefisa||Financial services|