The FIFA Club World Cup, currently held in the U.S., is struggling with low attendance, particularly for weekday games. This is not just due to fans' lack of interest but also a result of complex scheduling and pricing strategies that miss the mark.
The timing of matches is a significant factor. Games are scheduled during weekdays to accommodate international broadcast audiences, leaving local fans balancing work commitments and leisure time. As a result, stadiums like Mercedes-Benz in Atlanta, with a capacity of 71,000, see only a fraction of seats filled during marquee matches like Chelsea vs. Los Angeles FC, which drew just 22,137 spectators. This matches up to less than a third of its seating capacity, highlighting a disconnect between fan availability and event scheduling [1].
Ticket pricing has also played a role in deterring attendance. Despite a slash in prices after initially setting them high, sales continue to lag. Seats that once required over $200 can now be found for less than $50, yet this reduction hasn't translated to full stands. For example, even with lower ticket costs, games in NFL stadiums appear emptier, amplifying the visibility of unoccupied seats [2].
Moreover, the lack of a strategic promotional push for the event has left many potential attendees unaware or uninterested. FIFA's heavy reliance on social media influencers and broad marketing statements fell flat, failing to convince locals to attend. Instead, they focused on fans abroad with little explanation of why attending might be worth it [3].
The situation underscores a need for FIFA to reconsider its approach. Understanding local fan behaviors and revisiting price strategies might turn these empty seats into a vibrant audience in future tournaments.
References:
1. Club World Cup Attendance Plummets for Weekday Games: 3,700 in Orlando, ‘Almost Empty’ NFL Stadiums
