Visa continues as longstanding FIFA partner with new Club World Cup

Visa has reaffirmed its partnership with FIFA by becoming an official partner for the 2025 FIFA Club World Cup, set to take place in the United States from 14 June to 13 July 2025.

The global payments company is focused on enhancing the spectator experience through an assortment of engagement initiatives designed for both in-stadium attendees and viewers at home.

Commenting on the partnership, chief marketing officer at Visa, Frank Cooper III, said: “This addition to our partnership with FIFA underscores Visa’s commitment to football at every level, from grassroots to the grandest stages.”

“We’re excited to take part in this groundbreaking tournament and to bring new experiences to our clients, cardholders, and fans alike,” Cooper said.

Chief business officer at FIFA, Romy Gai, added: “As a partner, Visa has played a standout role in growing the global game, and we’re excited to have them with us as the kick-off of this historic competition approaches.”

This collaboration coincides with the Club World Cup’s transition to a new format, which will expand the tournament from seven to 32 teams, showcasing clubs from each of FIFA’s six confederations.

The revamped competition will now occur every four years, offering greater opportunities for global clubs to compete on an elite stage.

Historically, Visa has supported a range of FIFA events, including the FIFA World Cup and the FIFA Women’s World Cup, in addition to various youth, futsal, beach soccer, and esports competitions.

In late October 2024, reports indicated that long-standing partners Coca-Cola and Adidas had initiated legal proceedings against FIFA, asserting that their existing contracts should encompass sponsorship rights for the new competition.

Both companies expressed concerns that FIFA was favouring alternative revenue streams, leading to dissatisfaction regarding their sponsorship status, especially when only one sponsor had been confirmed for the event at that time.

Fortunately, a resolution was reached, allowing Coca-Cola and Adidas to join Visa, Bank of America, and the Saudi Public Investment Fund as official sponsors when the event commences this summer.

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