In what was supposed to be a marquee moment for global soccer, the 2025 Club World Cup opener featuring Lionel Messi’s Inter Miami is facing an unexpected challenge: thousands of empty seats. FIFA, expecting massive demand for the curtain-raiser between Inter Miami and Egyptian giants Al-Ahly, is now scrambling to fill the 65,326-seat Hard Rock Stadium. Despite Messi’s magnetic appeal and the prestige of a global tournament, ticket sales have been unexpectedly sluggish, forcing the governing body to turn to unconventional methods to save face.
FIFA has officially denied reports that fewer than 20,000 tickets were sold, but it has not provided specific sales figures, and that silence has only fueled speculation. According to The Athletic, demand is low, especially for what should be one of the tournament’s most anticipated fixtures. Ticket prices have fluctuated wildly over the past few months, dropping from $230 in January to just $55 this week. Even after that steep cut, seats remain unsold.
“The lack of interest in the match was also evident in the price fluctuations on Ticketmaster,” the outlet reported, referring to FIFA’s official ticketing platform.
This tepid response is not just surprising—it’s alarming. After all, Messi is not only a World Cup winner and Ballon d’Or magnet but the face of the tournament’s promotion in the U.S., a market FIFA is desperately trying to grow ahead of the 2026 World Cup.
Unusual fix: FIFA’s Miami student deal
In a move that few expected, FIFA has now also partnered with Miami Dade College to help fill the seats. The organization, which already has a broader educational partnership with the college, offered a special package to students via email.
“When purchasing this ticket, the student is entitled to four additional tickets for free,” reported The Athletic. That means students can attend the match for as little as $4 per person, a symbolic price to see one of the greatest players of all time in action.
The offer was sent directly to over 100,000 enrolled students at Miami Dade College and requires proof of enrollment to redeem. The partnership, originally struck in 2024, includes internship opportunities and FIFA museum exhibits on loan to the institution.
“The deal was distributed through email and is only accessible to those who can verify their enrollment at the college,” added The Athletic, describing the strategy as both generous and desperate.
How did we get here?
FIFA’s pivot to such an aggressive local promotion highlights the challenges of launching the Club World Cup in North America, where the club game, despite MLS growth, still trails European soccer in popularity.
“The same section of the stands can be purchased at different prices,” noted the report, referencing FIFA’s dynamic pricing model that adjusts prices based on demand. In this case, however, the demand was simply not there—not even for Lionel Messi.
And while the $4 student ticket may fill the seats, it raises questions about the prestige of a tournament that was supposed to rival UEFA’s Champions League in significance.
The Club World Cup is meant to be a launchpad for global club competition in the U.S., a continent-spanning celebration of soccer featuring champions from every confederation. But if even Messi can’t fill a stadium in his own market, what does that say about the tournament’s broader appeal?
