The FIFA 2025 Club World Cup, a tournament that will take place between June 14 and July 13 in the United States, is approaching and Botafogo, Flamengo, Fluminense and Palmeiras prepare an unprecedented event for their fans in the US. The thematic areas created will have entertainment, gastronomy and culture to bring fans and brands out of the stadiums.
The club project is that these spaces will be assembled in strategic cities such as Miami, New York and Los Angeles, where Brazilian clubs will play their games. In these places, fans will be able to watch the matches, participate in activations and live a little about the atmosphere of clubs, even far from Brazil.
For Fábio Wolff, managing partner of the Wolff Sports Sports Marketing Agency, fan zones represent a powerful engagement tool: “They are much more than spaces for coexistence. It’s where the fan’s passion becomes consumption, relationship with brands and content generation. It is an opportunity to activate sponsors and strengthen the presence of clubs in the international market”.
E, for example, have the partnership of Absolut Sport to offer travel packages that include tickets, hosting, transportation and access to exclusive actions. Joaquim Lo Prete, Country Manager of the company in Brazil, highlights the potential of the initiative.
“Championships like this are an excellent opportunity for clubs, brands and entities to promote unique experiences. It is possible to integrate sports, cultural and gastronomic contexts easily, especially in a country with modern and attractive infrastructure for tourism,” says Joaquim.
The expectation of the Palmeirense fans for the tournament is huge and the mobilization has been intense in both the United States and Brazil. With organized caravans, defined meeting points and a complex operation assembled logistics operation, the Alviverde fans campaign on social networks to present a big party at American stadiums during the competition.
Among the actions taken by are: collection of funds to buy flags, bands and other utensils to encourage athletes on the pitch, and caravan organization from Massachusetts, aiming to take fans to accompany the summer games at the Club World Cup.
Anderson Rubinatto, CEO of Goolaço, a company that specializes in the production of sporting events, highlights the emotional impact of the initiatives: “These events approach the club brand uniquely and unforgettable. Fan Zones create an environment where the experience goes beyond the game. This is where memories, connections and new opportunities for loyalty are born.”
Tricolor Carioca plans to install “Casa Fluminense” in an area near Times Square, one of New York’s most famous sights. A club marketing team works on the project. Tricolor will play two games in the city, against Borussia Dortmund, from Germany, on June 17, and against the Ulsan Hyundai, from South Korea, on the 21st. The last match will be in Miami, on June 25, against South Africa Mamelodi Sundowns.
Companies specializing in hospitality in the sports environment see in the initiative a chance to expand experiences and generate value. “The audience who seeks these experiences wants more than just watching the game. They want to live football completely, comfortably, entertainment and connection with the club’s culture. Fan Zones offer just that: an extension of passion, where sport, leisure and business meet,” says Leo Rizzo, CEO of Soccer Hospitality.
The prefers to keep the site confidential, but plans to act in partnership with the so -called “embassies and consulates of the nation” in both the United States and Canada. The Red Black faces Tunisia’s Sperance on June 16; Then you face Chelsea on June 20th. The Red-Black makes his last match for the group stage on June 24, with still undefined opponent.
This will be the first edition of the Club World Cup. The tournament, which has 32 teams, follows the same form of the World Cup dispute format. In addition to Brazilians, giants such as Real Madrid, Manchester City, Bayern Munich, Chelsea, Internazionale, Juventus and even Lionel Messi’s Inter Miami are confirmed. The grand final will be played at Metlife Stadium in New Jersey on July 13.
An example of how gastronomic activations contribute to the fan experience is the new Food Containers operation that will be on the MRV Arena terrace. GSH Live’s initiative, local food and drink operator, takes tropeiro beans, carreteiro rice, sausage burger, mini pastels, skewers and varied burger options for fans.
For Mark Zammit, CEO of GSH, the project translates the essence of the company: “We want to surprise and create new traditions for the MRV Arena. This operation represents the accomplishment of everything we dreamed when we founded GSH in 2013: deliver excellence in food and drink management in iconic environments like this”.
