FIFA Club World Cup: building a digital legacy
After the draw determining the eight groups for the inaugural edition of the FIFA Club World Cup, content related to the competition has flooded social media and digital platforms. Fan groups are passionately discussing their teams’ chances, sports pundits – whether on television or their social media profiles – are breaking down the difficulty of the groups, and content creators are simulating matchups in video games through countless YouTube videos.
All of this directly boosts awareness for the new competition, set to take place in June and July 2025 in the United States. By monitoring the digital performance of the competition’s official profiles, it’s evident how rapidly its prominence is growing. The FIFA Club World Cup has already secured a spot in the top 10 when compared to the world’s leading tournaments and leagues.
Collaborations with FIFA’s official profiles play a pivotal role in boosting the competition’s social media presence
By leveraging collaborations with similar profiles—such as the official accounts of the FIFA World Cup, both Men’s and Women’s, and the 32 clubs participating in its groups—the digital profile of the FIFA Club World Cup is climbing the comparative rankings.
Among the top 10 posts with the highest engagement, all feature collaborations with @FIFAWorldCup. Only one, showcasing the Men’s and Women’s World Cup trophies, also includes a collaboration with @FIFAWomensWorldCup. Notably, that post garnered an impressive 698,000 interactions.
The first post to feature a collaboration with a different profile was with the official account of Botafogo, the Brazilian club that recently won the Copa Libertadores, securing the final spot allocated to South America, alongside their Campeonato Brasileiro triumph.
This post—which also included @FIFAWorldCup—generated over 464,000 engagements. It showcased Botafogo’s preparations for their match, where they faced a 3-0 defeat against Pachuca from Mexico.
The Intercontinental Cup final stands as a digital milestone for the profile
The Intercontinental Cup final, where Real Madrid defeated Pachuca with the same 3-0 scoreline the Mexicans had previously achieved against the Brazilians, marked a defining moment for the official @FifaClubWorldCup Instagram profile.
With 10.7 million interactions across 25 posts, the official account became the most engaged sports profile on December 18, surpassing major leagues like the NBA, F1, and others.
Collaborations with clubs are expected to be the cornerstone for keeping the tournament in the spotlight
With just over six months remaining until the competition kicks off, the focus is shifting toward highlighting matchups and implementing targeted ticket sales strategies for fans.
As a result, the profile is expected to introduce new communication strategies aimed at driving ticket sales and conveying fresh messages, prompting FIFA’s social media team to adopt innovative approaches.
One example was showcased on December 19, when, in a nod to the Christmas classic Home Alone, a creative design featured defender Thiago Silva in the role of Macaulay Culkin. The original post, a collaboration with Borussia Dortmund’s official account, garnered over 40,000 interactions within hours.
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