FIFA has revealed the branding for its inaugural 32-team Club World Cup, set to debut in the US next year.
As part of the branding, FIFA announced that “Freed from Desire,” a well-loved football anthem for two decades, will be the tournament’s audio signature. Additionally, the footballing body unveiled the slogan “Take it to the World,” inviting fans to showcase their clubs’ unique qualities.
Another aspect of the branding revealed was the new emblem. This design, which will be used for all future editions of the tournament, draws inspiration from the ball, football history, and culture. It features the initials “C – W – C” in an abstract circular form.
The emblem also includes a central space where FIFA can highlight the key elements of the tournament, specifically showcasing the successful clubs from all six confederations competing in the US
FIFA President Gianni Infantino said: “What a special moment. Today, we launched the brand of the new FIFA Club World Cup – the start of a new era in club football.”
“Thirty-two of the best clubs from all corners of the world will be competing in the US in June and July 2025. They are at the heart of the tournament. And we cannot wait. Thirty-two of the best clubs globally will meet on the world stage and only one will be crowned world champions.
“So we want you – the fans from across the world – to share your club stories, to bring your love, your passion, your support; to show what your club is made of, and take it to the world.”
To support the tournament, FIFA has introduced new social media profiles on X, Facebook, Instagram, TikTok and Threads. These platforms will be used to announce details about the FIFA Club World Cup 2025, including venue information for the 63 matches, the new trophy, as well as details on the draw, ticketing and match schedule.
A promotional video showcasing the new emblem was published to X yesterday (4 September).
Controversial Club World Cup
This tournament expands on the previous FIFA Club World Cup, which included just four teams: two from Europe and two from South America. FIFA has emphasised that this expansion is part of its goal to create more match opportunities for all its member associations, enhancing standards globally as part of its strategic objectives for 2023-2027.
Scheduled from 15 June to 13 July 2025, the competition will feature teams from all six continental confederations: AFC (Asia), CAF (Africa), Concacaf (North, Central America, and the Caribbean), CONMEBOL (South America), OFC (Oceania) and UEFA (Europe).
These added games have not been welcomed by player unions and other footballing bodies. In July, the European Leagues (EL) and FIFPRO Europe announced plans to file a complaint with the European Commission (EC) against FIFA‘s match calendar.
In a statement, the union said that the international match calendar is “beyond saturation” and “unsustainable for national leagues,” posing a risk to players’ health. The union explained that “FIFA’s decisions over the last years have repeatedly favoured its own competitions and commercial interests”.
FIFA responded by pointing out the expansion of tournaments like the UEFA Champions League and the trend of clubs pushing for more pre-season tours. Since then, there have been no updates on which side will concede, while player unions continue to express concerns about player welfare.
