Historically overshadowed by domestic leagues and continental tournaments, the FIFA Club World Cup has struggled to gain attention beyond the participating clubs. As the tournament adopts its new format, understanding fan sentiment is key—not only to gauge overall interest, but also to uncover what drives viewership. With the United States set to co-host next year’s FIFA World Cup, the FIFA Club World Cup – also hosted by the U.S. – serves as an important dress rehearsal, offering insights into fan engagement and the evolving U.S. soccer landscape.
The FIFA Club World Cup in the U.S.: A rising soccer generation meets the global stage
Data on viewership intent of the FIFA Club World Cup 2025 shows that while 55% of U.S. sports fans are at least somewhat likely to watch, younger and dedicated soccer fans are far more engaged. Among 18–34-year-old sports fans in particular, the likelihood jumps to 83%. With younger demographics driving soccer’s growing influence in the U.S., the FIFA Club World Cup is positioned as a strong opportunity to cement the sport’s expanding impact.
Why do audiences plan to tune in to the tournament this year? Across segments, the quality of the competition ranks as the top factor. General sports fans equally value the fact the U.S. is hosting the tournament and participation of top international players as the second most influential criteria. However, among both 18–34-year-old sports fans and soccer fans, the inclusion of top players outpaces the U.S. as host country – consistent with several takeaways from our recent YouGov Sport report exploring the ‘Star power’ of athletes globally.
The New Club World Cup: Fan reactions and the impact of format changes on viewership
The updated format is clearly boosting interest for the FIFA Club World Cup 2025, especially among younger and dedicated soccer fans. While 40% of general U.S. sports fans hold a favorable opinion of the changes, 64% of 18–34-year-olds view the updated format positively, showing that the revamped format not only drives overall favorable perceptions but is particularly effective at engaging key demographics that are shaping the future of soccer in the U.S.
The updated FIFA Club World Cup format also has a positive impact on viewership intent. Among general U.S. sports fans, 35% indicate they are more likely to watch due to the new format. This effect grows among younger audiences, with nearly 60% of 18–34-year-olds claiming they’re more likely to tune in.
Evaluating the Club World Cup’s new format: Excitement and prestige
Fan sentiment about the changes to the FIFA Club World Cup 2025 highlights the reasons behind their rising intent to view the tournament this year.
Nearly half of general U.S. sports fans (48%) believe the changes to this year’s FIFA Club World Cup will make the tournament more exciting. This sentiment is stronger among key target audiences — 75% of soccer fans and 70% of 18–34-year-olds agree.
The updated FIFA Club World Cup format also boosts prestige and global appeal — 46% of general U.S. sports fans and 64% of 18-34 year old sports fans agree. A full 71% of soccer fans believe the changes elevate the tournament’s status, highlighting its growing reputation among the sport’s most passionate supporters.
Additionally, 7 in 10 young sports fans (69%) and nearly 8 in 10 soccer fans (77%) believe the tournament will be a valuable test run for the U.S.-hosted FIFA World Cup 26.
In sum, the evolving design of the FIFA Club World Cup aligns perfectly with the broader transformation in U.S. soccer fandom to an integral element of America’s sports culture. As the tournament captures the imagination of younger audiences and dedicated soccer enthusiasts, it sets the stage for a future where the global spectacle of soccer can be celebrated across the nation.
