Club World Cup: Why Empty Seats Are a Growing Problem

FIFA’s newly revamped Club World Cup is struggling to attract crowds. Despite the promise of global matchups and world-class players, empty seats have been a recurring theme. From Atlanta to Seattle, stadiums are showing more concrete than color, raising real questions about the tournament’s appeal.

Opening Matches Show a Mixed Picture

Let’s start with the numbers. Some games have done relatively well:

• Al Ahly vs. Inter Miami at Hard Rock Stadium pulled in 60,927 fans (93% capacity).
• PSG vs. Atlético Madrid brought 80,619 to the Rose Bowl (90%).

These are encouraging signs. Big-name clubs and star players can still move the needle, especially when ticket prices are reasonable or when fanbases travel well.

But there’s a flip side:

• Chelsea vs. LAFC in Atlanta drew just 22,137 to Mercedes-Benz Stadium—only 32% full.
• Botafogo vs. Seattle Sounders saw 44% capacity at Lumen Field.
• Flamengo vs. ES Tunis attracted 25,797 to Lincoln Financial Field—38% of capacity.

Why Are Fans Staying Away?

Several factors are in play:

1. High Ticket Prices

Fans were expected to pay upwards of $50 for opening matches, even in markets with less interest in the clubs playing. That’s a big ask for what many see as exhibition football.

2. Weak Local Promotion

Despite FIFA spending over $50 million on marketing—much of it on influencers and social media—local awareness seems low. Posters and billboards were scarce in many host cities. Most of the buzz came from international fans rather than the local community.

3. Timing and Scheduling

Monday evening matches don’t help. Neither do kickoff times that cater to overseas viewers more than locals. An 8 p.m. BST start may suit Chelsea fans in London, but it’s less appealing for Atlantans facing weekday traffic.

4. Weather and Location

Hot summer nights, poor public transit, and traffic congestion made it harder for fans to get to games. In cities like Atlanta and Philadelphia, that’s a real barrier.

Stadium Numbers: A Reality Check

While some matches filled over 80% of the seats, others hovered closer to 40% or lower. That inconsistency is what’s worrying FIFA.

Energy vs. Attendance: A Tale of Two Realities

Crowds might be small, but some still brought energy. Palmeiras fans in New Jersey made half a stadium feel full. Flamengo supporters did the same in Philadelphia. The noise was there, but the optics weren’t great. Broad TV shots of empty tiers undercut the vibe.

What FIFA Can Learn Before 2026

This Club World Cup is a test run for the 2026 World Cup in the U.S., Canada, and Mexico. Five of the current venues are also hosting World Cup matches. That makes the current attendance issues more than just bad press—they’re a stress test.

FIFA needs to:

• Reconsider pricing, especially in early rounds or less hyped matchups.
• Invest more in local, grassroots promotion, not just global campaigns.
• Schedule matches for when local fans can actually attend.
• Work with cities to ease transit and access around stadiums.

Is the Club World Cup Worth Saving?

Despite the early struggles, the Club World Cup still has potential. The idea of pitting clubs from every continent against each other is compelling. But for it to succeed in the U.S., FIFA needs more than marquee names. It needs buy-in from fans who live in the cities where games are played.

The football is good. The production is polished. But unless fans are in the stands, the Club World Cup risks becoming a made-for-TV event with no real heartbeat.