For years, the FIFA Club World Cup was seen as somewhat of a niche competition, more symbolic than competitive, with lukewarm interest outside the fans of the clubs participating. But in recent years, especially with the expansion to a 32-team format, the tournament has undergone a commercial transformation. And one of the biggest winners from this evolution is sportsbooks.
The 2025 edition, hosted in the United States, has already been a turning point. FIFA’s enhanced marketing efforts and strategic placement in a key global sports market helped to boost awareness, attendance, and media engagement. According to reports, ticket sales outperformed projections, and major broadcasters secured rights packages to expand reach. This commercial growth created fertile ground for the betting industry to capitalise.
Historically, betting markets struggled with the Club World Cup due to its sporadic scheduling and inconsistent competitiveness compared to leagues like the Premier League and tournaments such as the UEFA Champions League. But the move to a more structured World Cup-style format has brought about clarity and a new range of betting opportunities.
Bookmakers have seized on this by offering a full range of online sports betting markets, from outright winners and top goalscorers to in-play odds and betting on everything from corner kicks to yellow cards. This diversity of markets has helped sportsbooks monetise the Club World Cup as more than just a novelty. Instead, it’s now being positioned alongside major international tournaments.
The timing of the tournament also gives sportsbooks a valuable content stream during what is usually a quieter period for football betting. With the absence of domestic matches in July, the Club World Cup fills a crucial gap. That timing overlap, particularly in the US, also coincides with a boom in football interest stateside, amplified by the growing success of Major League Soccer and the upcoming 2026 FIFA World Cup.
The Club World Cup is also serving as a testing ground for sportsbooks experimenting with hybrid engagement strategies. In the US, sportsbooks have begun blending traditional odds-based offerings with gamified elements such as predictor games. These innovations bridge the gap for casual fans who may lack the knowledge of South American or Asia clubs but still want to place a bet.
Digital content partnerships have further expanded the betting audience. Brands have collaborated with influencers and football content creators to deliver betting insights on platforms like TikTok, YouTube, and Instagram. This cross-platform strategy has helped sportsbooks tap into markets that previously ignored the Club World Cup altogether.
Of course, there are limitations. The Club World Cup lacks rivalries that fuel betting interest in major competitions. Also, early-stage matches involving lesser-known teams don’t attract a lot of interest. But these matches do serve a purpose as they provide unique betting opportunities that sportsbooks use to attract high-margin bets.
In a landscape where data and engagement shape sports betting, the reimagined Club World Cup is finally delivering commercial relevance for sportsbooks. From a betting perspective, it has evolved into a fresh and monetisable fixture on the football calendar.
