Sports media has long been a communication arena for brands. However, the 2025 Club World Cup has transformed this arena from merely a screen into a content production and brand communication laboratory. As the first tournament organized by FIFA with 32 teams, it stands out as a groundbreaking example in terms of media technologies and advertising strategies.
The most significant media innovation of the 2025 Club World Cup came from DAZN, the official broadcast rights holder. While all matches were made available free of charge to viewers, traditional broadcasting evolved into an experiential viewing format.
Referee body cameras deliver key decision moments from the referee’s perspective, allowing fans to experience what the referee sees in real time. Meanwhile, the VAR process is displayed live on stadium screens, increasing transparency and reinforcing trust in decision-making.
Short-form videos produced in collaboration with TikTok have become an effective tool for engaging younger audiences. The entertainment dimension of the tournament reached another level during the final night, with performances by Doja Cat, Tems, and J Balvin. Sports broadcasting effectively transformed into a cultural festival, offering a broader entertainment experience.
As global football giants took the field, digital engagement soared. Manchester City, led by Erling Haaland, mobilized its worldwide fan base, while Real Madrid’s young stars Bellingham and Vinícius Jr. dominated social media interactions.
Regional powerhouses such as Al Ahly (Egypt) and Monterrey (Mexico) generated strong media resonance in their local markets. Meanwhile, Asian representative Urawa Red Diamonds demonstrated the power of next-generation media with standout performance on TikTok.
The media impact and brand equity of these clubs play a decisive role in shaping sponsorship and advertising investments.
In-stadium advertising technologies are no longer focused solely on visibility; they aim to create meaningful connections. LED boards, virtual advertising applications, and localized display systems now have the ability to deliver different content to different geographies during the same match.
This allows brands to reach global audiences with localized messaging, making advertisements more personal and memorable. Advertising is no longer just about exposure — it is about securing a place in memory.
Sports media differs significantly from other communication channels in terms of audience behavior. Platforms such as YouTube and X stand out with post-match commentary and rapid analysis, while TikTok has become the fastest-consumed content space for younger users.
Live broadcasts and podcasts, on the other hand, address more loyal and corporate-oriented audiences. This diversity requires sports media to be considered not as a single channel, but as a segmented ecosystem within media planning strategies.
At Ideart, we see sports media not merely as a broadcasting platform, but as a living narrative space. A brand may appear on an LED board inside the stadium or in a highlight video circulating on TikTok. However, the real value lies in the emotional connection established with the audience and the lasting memory of that moment.
The new codes of advertising are built on timing, context, and emotion. In our view, sports media is one of the most powerful environments where these three elements converge.
1. Reuters – FIFA tests referee body cameras and enhanced offside detection system (2025): https://www.reuters.com/sports/soccer/referee-body-cams-enhanced-offside-detection-system-tested-club-world-cup-fifa-2025-06-06/
2. Pitchfork – TikTok & DAZN collaboration brings major halftime show to the Club World Cup Final (2025): https://pitchfork.com/news/doja-cat-tems-j-balvin-to-headline-2025-fifa-club-world-cup-final-halftime-show
3. The Sun – DAZN’s viral promotional campaign for the Club World Cup (2025): https://www.thesun.co.uk/sport/35259032/dazn-trailer-club-world-cup-kane-haaland-boxing/
