MENA teams eye global exposure at revamped Club World Cup

TDT | Manama     

The Daily Tribune – www.newsofbahrain.com

Report by Hussain Almaskati

Football clubs from Saudi Arabia, the UAE, Egypt, Morocco, and Tunisia are set to compete in FIFA’s revamped Club World Cup next summer. This tournament promises unparalleled global exposure, with teams like Real Madrid and Bayern Munich also in the mix.

The 32-team tournament will be hosted by the United States in June and July 2025.

Despite its potential, broadcast and sponsorship deals remain unconfirmed, raising questions about the competition’s commercial and popular appeal.

Previous iterations of the Club World Championship struggled to gain traction.

The rebranded event, now set to take place every 4 years, aims to highlight the growing prominence of Arab football, coinciding with Morocco’s historic World Cup semi-final appearance in 2022 and Al Ain’s recent Asian club championship win.

Teams like Al Hilal, Al Ain, Al Ahly FC, Wydad, and Espérance Sportive de Tunis will participate, demonstrating the talent of MENA clubs.

Ricardo Fort, founder of Sport by Fort Consulting, notes, “For non-European clubs, the event can have a big impact in making them well known and relevant beyond their borders.”

Challenges and Opportunities Despite the enthusiasm, challenges remain. European dominance is likely to continue, with the 20 richest clubs by annual revenue all based in Europe.

Simon Chadwick of Skema Business School highlights the untested nature of the new format and unresolved sponsorship issues as significant concerns.

FIFA remains confident in the commercial and sporting success of the new competition, though broadcast rights negotiations are ongoing. Future editions of the tournament may also be hosted in the US, emphasizing its appeal as a major sports market.