Market Research on the FIFA Club World Cup: Younger Fans See Potential, Older Ones Are Skeptical

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  • Representative survey conducted by Tipico Sports Data Center in collaboration with ONE8Y shows: 78% of football fans watched at least one match.
  • The highest interest is directed at international top teams, while formats and media presence remain weak
  • 50% of Gen Z want more significance for the tournament – but only 38% of those aged 55 and older.

Berlin, July 18, 2025. Even after the final whistle of the FIFA Club World Cup, discussions about its acceptance among the German public continue. While empty stands and lack of interest are often mentioned, the result of a current, representative survey by the Tipico Sports Data Center in collaboration with the sports business and research consultancy ONE8Y presents a different picture. Notably, there are clear differences between younger and older football fans in terms of their opinions and engagement with the tournament.

Methodology Note: A total of 2,536 people from Germany, aged between 16 and 69 years, were surveyed. Of this group (n=2536), 1,648 respondents indicated that they were “very” or “somewhat” interested in football. All questions and resulting conclusions are based on this group (“Top 2”). Generation Z was defined as individuals under 30 years old who expressed an interest in football, while the 55+ group refers to football enthusiasts aged 55 and older.

High Awareness of the Tournament, Gen Z Most Interested

The FIFA Club World Cup is widely known among football enthusiasts in Germany: 88% of respondents say they are familiar with the tournament. Over three-quarters of the respondents (78%) say they had watched at least one match of the tournament. This contradicts the assumption that hardly anyone in Germany is interested in the tournament. Among Generation Z (under 30), engagement was highest: about a quarter (24%) say they watched five or more matches.

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(in German)

FIFA Club World Cup Overshadowed By Established Competitions

Despite the encouraging awareness for the organizer, only 13% of football enthusiasts rate their interest in the FIFA Club World Cup higher than in established competitions like the Bundesliga or the UEFA Champions League. On the contrary, more than half (57%) of the older demographic rates their interest in the tournament as “lower” or “non-existent,” while for Gen Z, this share is still 40%.

The perceived attractiveness of the tournament is also modest: Only 17% of football enthusiasts find the FIFA Club World Cup “very attractive,” and among the 55+ group, this figure drops to just 6%. Half of the 55+ fans consider the format “less attractive” or “not attractive at all.”

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Top Clubs and International Diversity as Key Attractions

When asked about the most exciting aspects of the tournament, 47% of football enthusiasts cite the participation of international top clubs, with 56% of those aged 55 and older agreeing. For 40%, the continental comparison also plays an important role. Interestingly, the expanded tournament format resonates particularly with young football fans: One-third of Gen Z (33%) find the new format especially interesting. Rule innovations and experimental formats appeal to smaller target groups, with about 20% of Gen Z and 18% of the overall group rating this as exciting.

https://www.datawrapper.de/_/cUcra/?v=5

Generation Z Sees Potential and Wants a Bigger Role for the Tournament

As for the potential? The majority (51%) believes that the FIFA Club World Cup will play a larger role in international football in the future – with the younger generation (55%) even more optimistic than the 55+ group (43%).

https://www.datawrapper.de/_/UisOM/?v=5

Under-30s viewing the tournament more positively is also evident in the question of whether a more prominent role for the FIFA Club World Cup is desirable in the opinion of football fans: 50% of Gen Z support this idea. In the 55+ age group, only 38% agree, a significantly lower figure.

Media Behavior: Differences in Engagement and Platform Choice

The majority of football enthusiasts followed the tournament via live TV or streaming (67%). In Generation Z, this figure is 60%. This group also engages with alternative formats such as YouTube (13%) or social media (7%). The 55+ demographic, however, primarily relied on traditional TV broadcasts (78%), with digital formats playing a minor role.

https://www.datawrapper.de/_/PuRRK/?v=5

Suggested Improvement: Broadcast Times

To increase the appeal of the format, many fans suggested changes. Unsurprisingly, better broadcast times (37%) topped the wish list. A more exciting tournament structure (28%) and greater media presence (23%) followed closely behind. And while 29% of those over 55 didn’t provide suggestions as they generally stated they had no interest in the FIFA Club World Cup, only 9% of Gen Z selected this option. Thus, clear potential exists among younger fans, especially with future tournaments in a viewer-friendly time zone.

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About the Study

The market research was conducted in July 2025 on behalf of the Tipico Sport Data Center by ONE8Y. A total of 2,536 people from Germany participated in the survey. The survey was demographically representative according to census data on age, gender, and region. Of the respondents, 1,648 indicated they were “very” or “somewhat” interested in football. Only this group was used to analyze the FIFA Club World Cup-related questions.