CASE STUDY

FIFA
Club World Cup™

Introducing Club World Cup to
Gen Z & Alpha

324M

Impressions for FIFA Commercial Partners

330M+

Minutes of Brand Engagement

20M+

Gameplay Sessions

Client Challenge

For the first time, the FIFA Club World Cup™ (FCWC) expanded from 7 to 32 teams in 2025, transforming into a cultural spectacle like never before. But with fewer Gen Zers and Gen Alpha being “avid” soccer fans*, how could they build buzz & spark youth viewership as the tournament kicks off in June 2025?

Campaign Objective

Build Excitement for FIFA Club World Cup 2025™: Leverage an immersive gaming experience to introduce the FCWC to millions of Gen Z & A soccer fans and get them excited for the upcoming tournament

Build Long-Term Soccer Fandom: Turn Gen Z and Alpha into lifelong soccer fans ahead of the FIFA Club World Cup, the 2026 FIFA World Cup™, and the 2027 FIFA Women’s World Cup™.

Execution

Launched alongside the tournament, the event invited millions of young players to experience the thrill of FIFA Club World Cup 2025™. Gamefam introduced a series of quests where players could represent FCWC clubs, complete challenges, and unlock exclusive themed rewards.

Beyond the quests, the campaign featured an in-game avatar shop offering club kits inspired by those worn in the tournament, alongside a dedicated Adidas store hosted by an NPC ambassador and stocked with exclusive Adidas gear.

Crucially, the experience unfolded in sync with the live competition. Players could follow FIFA Club World Cup™ results directly inside SLS, connecting players to the thrill of the tournament as it unfolded.