If you are working on the Club World Cup – this reborn competition – as a journalist or influencer, you have to sound hyper excited, but I feel browbeaten into showing some love for Infantino’s ‘beautiful’ baby, otherwise I am portrayed as an unfeeling Grinch.
I will give it a chance before I decide, while doing my very best to ignore all the tiresome fake razzamatazz surrounding the games. It is clearly a bunch of steps too far for exhausted players but if the tournament takes off and delivers some great football that feels meaningful, I’ll be here to give it every praise.
Maybe a 0-0 opener wasn’t exactly what Fifa and its cheerleaders wanted, neither was the 10-0 embarrassment between Bayern and Auckland, but is a 63 game tournament over 29 days.
Let’s wait and see.
The most concerning thing for Fifa must be the feeble ticket sales particularly at the inflated prices initially advertised for some early games. Empty stadiums are not a good look, even if you move the fans and instruct the TV cameras to veer away from the empty spaces. With streaming free in the UK and other regions, there have been staggering sums spent on this tournament. If it doesn’t work and the sums do not add up, this loss leader for Fifa could yet become one of the biggest financial white elephants in sporting history.
If it does work, then this is the future of football and could in time grow to be bigger than the Champions League or the World Cup. This is certainly Fifa’s vision and it is why the staggering sums have been spent here in the first place.
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