GENEVA — Bank of America has collaborated once again with FIFA, this time to sponsor the upcoming Club World Cup, which is set to begin in just over six months, despite the absence of broadcast agreements as of yet.
The partnership marks a continuation of Bank of America’s role as FIFA’s very first global banking partner, a title they secured back in August. Shortly before the group-stage draw held in Miami for this revamped 32-team club tournament, they also took on sponsorship rights for this secondary sporting event that will unfold in the United States. These renowned clubs include recent European titleholders such as Real Madrid, Manchester City, and Chelsea.
David Tyrie, the head of marketing at Bank of America, expressed confidence in the potential impact of FIFA’s initiatives in the U.S., stating, “FIFA is going to take America by storm and we’re going to be right at their side.”
Bank of America joins other prominent sponsors for the 2026 World Cup, including Hisense and Budweiser’s parent company, AB InBev, in their support of the Club World Cup, with additional partnerships anticipated following Saudi Arabia’s imminent confirmation as the host of the 2034 World Cup.
While the forthcoming World Cup, which will be co-hosted with Canada and Mexico, is expected to draw in hundreds of millions of viewers largely via free public networks, the broadcasting arrangements for the Club World Cup remain uncertain. FIFA has allocated hundreds of millions of dollars as prize money for the participating 32 clubs, yet no broadcasting agreements have been disclosed for the month-long tournament thus far. It is speculated that the matches may be available on a streaming service.
Tyrie emphasized the importance of connecting with fans, noting that while television is essential, social media plays a pivotal role as well. “The smart marketing strategies need to adjust, moving slightly from traditional TV marketing towards social media-focused approaches. We have a solid activation strategy in place,” he said.
Central to this marketing strategy is engaging Bank of America’s extensive customer base and its 250,000 employees. “Our excitement and entertainment efforts will cater to our clients as well as our staff,” Tyrie stated.
The tournament will take place across 12 stadiums located in 11 cities, including the Bank of America Stadium in Charlotte, N.C., and Lumen Field, where the Seattle Sounders play, which will host three group-stage matches.
The Club World Cup features a dozen powerful European teams including giants like Madrid, Man City, and Bayern Munich, with clubs qualifying based on their continental championship wins or strong performances over four years. A notable exception is Lionel Messi’s Inter Miami, which FIFA awarded a special entry as the host nation’s team in October, based solely on their regular season performance without waiting for the MLS Cup finals.
Inter Miami is set to kick off the FIFA tournament on June 15 at the Hard Rock Stadium, home of the Miami Dolphins, where they will compete in all three of their group stage matches in Florida.
Tyrie acknowledged the significance of high-profile players in enhancing the tournament’s appeal: “The more prominent players involved, the greater the following.” However, he stressed that Messi’s participation was not critical for the event’s success.
The Club World Cup final will occur on July 13 at Met Life Stadium near New York, which is also slated to host the World Cup final just a year later.