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Fortune
Fortune
Paolo Confino

At FIFA’s Club World Cup, the real prize is America’s attention

Fifa World Cup Club World Cup United States Soccer Europe Borussia Dortmund Fortune Gianni Infantino Juventus
Fifa President Gianni Infantino and the Club World Cup Trophy (Credit: Wu Xiaoling/Xinhua)
  • The U.S. will host the newly formatted, 32-team FIFA Club World Cup, with soccer teams from every continent. Club executives from FC Internazionale Milano, Borussia Dortmund, and Juventus FC told Fortune they saw the tournament as the rare chance to play competitive matches in front of American audiences that they’re eager to turn into loyal fans.

As the first-ever FIFA Club World Cup kicks off in Miami on Saturday, players and coaches will compete for a glittering gold trophy of interlocking, spinning circles. Meanwhile, their club’s marketing departments are vying for another long-coveted prize in the soccer world: a foothold in the lucrative U.S. market. 

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