The New FIFA Club World Order: From the Pitch to the Global Marketplace

The inaugural expanded FIFA Club World Cup, culminating in a dominant 3-0 victory for Chelsea over Paris Saint-Germain, has profoundly reshaped the landscape of global club football. The final, held on July 13, 2025, at MetLife Stadium, saw Chelsea's Cole Palmer emerge as the Golden Ball winner with a two-goal performance, solidifying the narrative of European supremacy. This tournament will be remembered for several key talking points that extend far beyond the final score:

  • The Dawn of a New Global Competition: The 32-team format marked a historic shift, highlighting FIFA's grand entry into the high-stakes world of international club tournaments. Its scale and duration set a new precedent, challenging existing club hierarchies and setting the stage for future editions. The tournament seems not to have received universal support as key European football leaders opposed the idea. Yet, it seems to have succeeded beyond initial expectations despite the challenging weather and pitch conditions. 

  • Undeniable European Dominance: Despite the "world cup" moniker and broad global representation, the all-European final starkly highlighted the vast chasm between UEFA clubs and the rest of the world. Chelsea's commanding win over PSG, who dismantled Real Madrid in the semi-finals, underscored the financial and sporting might of Europe's elite.

  • The U.S. as a World-Class Football Host: The tournament's successful logistical execution across multiple American cities served as a crucial and successful test run for the 2026 FIFA World Cup. High attendance figures for later-stage matches, despite some early attendance and extreme weather challenges, demonstrated the growing appetite for elite football in North America. It was remarkable that the US was also hosting CONCACAF’s Gold Cup as well as their professional MLS league matches.  

  • Chelsea's Resurgence and PSG's Disappointment: Chelsea's triumph, particularly their convincing defeat of the heavily favored PSG who had enjoyed a near-perfect season including a Champions League title, was a major narrative. Cole Palmer's breakout performances throughout the tournament, culminating in his Golden Ball award, signaled a new era for the London club. For PSG, the final was an end to an otherwise stellar season.

  • Physical and Financial Demands: The extended tournament schedule and summer timing raised significant concerns about player welfare and fixture congestion. The physical toll on players, including injuries to key figures like Jamal Musiala, will be a critical ongoing discussion. Simultaneously, immense prize money and participation fees immediately reshaped the financial calculus for clubs worldwide, making qualification a paramount objective.

The inaugural expanded FIFA Club World Cup provided a comprehensive look at the global club football landscape, and while European dominance was undeniable, the performances of clubs from other confederations offered a more nuanced picture than initially suggested by the African teams' early exits.

Here's a breakdown of the performances of Asian, CONCACAF, Oceania, and South American club representatives compared to European and African clubs:

European (UEFA) Clubs: Unquestioned Dominance As anticipated, European clubs largely dictated the pace of the tournament. With 12 slots, they comprised the largest contingent and showcased superior financial power, squad depth, and tactical sophistication. The all-European final between Chelsea and Paris Saint-Germain underscored their supremacy. Chelsea's commanding 3-0 victory in the final, following PSG's dominant 4-0 win over Real Madrid in the semi-finals, reaffirmed that European football remains at the pinnacle of the club game. Even European teams that didn't reach the final, like Bayern Munich and Benfica, demonstrated their quality in the group stages, with Bayern notably defeating Auckland City 10-0. While Manchester City was surprisingly eliminated by Al-Hilal, this was more an outlier shock than a sign of systemic European weakness.

African (CAF) Clubs: Underwhelming Performance As discussed, the four African representatives (Al Ahly, Wydad AC, Espérance de Tunis, and Mamelodi Sundowns) all failed to advance past the group stage. Their performances highlighted significant gaps in consistency, tactical discipline, and perhaps the ability to manage the intensity of a multi-game tournament against top-tier global opponents. While they showed flashes of individual brilliance, they ultimately lacked the collective cohesion and depth to compete with the best.

South American (CONMEBOL) Clubs: Competitive but Fell Short of the Summit CONMEBOL, with six slots, was the second-largest contingent and generally delivered competitive performances. Brazilian clubs like Palmeiras and Flamengo, and Argentine giants like River Plate and Boca Juniors, often matched European teams in intensity and displayed strong individual talent. Flamengo notably defeated Chelsea 3-1 in a group stage upset. Fluminense also earned a respectable 0-0 draw against Borussia Dortmund. While South American teams showed they could go "toe-to-toe" for significant portions of matches, they ultimately couldn't break into the final, with European clubs proving more clinical and resilient in the knockout stages. Their positive start, however, suggested they are closer to bridging the gap with Europe than other confederations.

Asian (AFC) Clubs: Signs of Progress and a Historic Upset The four Asian representatives (Urawa Red Diamonds, Al-Hilal, Ulsan HD, and Al Ain) offered a mixed bag, but notably, Al-Hilal achieved a historic upset by defeating Manchester City 4-3 in the Round of 16. This was the first time an Asian club had ever beaten a European team in an official FIFA competition, signaling a significant shift and the growing competitiveness of Saudi Arabian football fueled by substantial investment. While the other Asian teams generally struggled, Al-Hilal's performance demonstrated that given the right resources and tactical approach, Asian clubs can spring major surprises and compete at a higher level than previously seen.

CONCACAF Clubs: Promising Starts, but Limited Deep Runs The CONCACAF representatives (Monterrey, Pachuca, Inter Miami CF, LAFC, and Seattle Sounders FC) also had some notable moments. Inter Miami, in particular, made history with a 2-1 victory over Portuguese giants FC Porto, marking the first time a CONCACAF club defeated European opposition. This result, fueled by Lionel Messi's magic, showcased the potential of MLS and CONCACAF to compete. Monterrey also earned a respectable 1-1 draw against Inter Milan. However, none of the CONCACAF teams managed to make a deep run into the later stages of the knockout rounds, often falling short against superior European or South American opponents.

Oceania (OFC) Clubs: Expected Struggles Auckland City FC, as the sole representative from Oceania, faced an uphill battle from the start. As an amateur club competing against fully professional giants, their performance was largely as expected. They suffered a crushing 10-0 defeat to Bayern Munich, highlighting the immense gap in resources and professionalization. While they did manage a 1-1 draw against Boca Juniors in their final group game, it was largely a moral victory. Their participation primarily served to represent the confederation, rather than seriously contend for the title, underscoring the significant development needed in Oceania football.

Overall Takeaway:

The tournament reinforced Europe's dominance but also provided glimpses of global shifts. South American clubs proved they are consistently competitive and capable of challenging European sides, though not yet consistently beating them in knockout rounds. Asian clubs, particularly Al-Hilal, showed that strategic investment can yield surprising results and even historic upsets against top European teams. CONCACAF clubs also demonstrated their capability for surprising results, especially on home soil. African and Oceanian clubs, however, highlighted the more significant developmental gaps, suggesting a greater need for investment in infrastructure, professionalization, and coaching to truly bridge the competitive divide. The new format clearly distinguished between the established footballing powers and those with significant ground to cover.

African Teams struggle

Photo credits: Joel Muyita

For the African continent, the tournament served as a powerful and sobering reality check. The four CAF representatives—Al Ahly, Wydad AC, Espérance de Tunis, and Mamelodi Sundowns—all failed to advance past the group stage, highlighting significant structural and strategic deficits.

The key lessons for the Confederation of African Football (CAF) and its members are stark:

  • The Need for Stability: Unstable coaching environments and a lack of long-term strategic planning contributed to disjointed performances. Building sustained success requires continuity at the managerial level.

  • Tactical Maturity and Game Management: African clubs often displayed tactical naivety, struggling with game management, particularly when holding leads or defending under pressure. Investment in advanced tactical education for coaches and players is crucial.

  • Addressing the Financial Gap: While participation fees were welcome, they did little to close the fundamental financial disparity in squad depth, facilities, and overall market value. CAF must continue to strengthen its own continental competitions to generate more revenue and empower clubs to retain top talent.

  • Squad Depth and Player Welfare: The tournament exposed the reliance on core players and the lack of rotational depth in many African squads. To compete in intense, multi-game tournaments, a broader talent pool and improved squad management are essential to mitigate player fatigue and injury risks.

What has the Football Club World Cup to do with Enda Shoe wear?

The struggles of African football clubs to compete on the global stage mirror a common challenge for businesses from developing regions. This is where a compelling analogy can be drawn to the athletics shoe industry and the Kenyan startup, Enda. Unlike a football club constrained by its geography and governing bodies, a private enterprise has the strategic flexibility to compete in a unique way. The question is, how can Enda, which means, “GO”, succeed where African clubs have faced such immense hurdles?

Enda's path to global competitiveness lies in a strategy that eschews a direct, head-on fight with giants like Nike and Adidas. Instead, it must play to its strengths and differentiate itself in a crowded marketplace:

  • Leverage a Powerful, Authentic Brand Narrative: Enda’s most valuable asset is its story. By emphasizing its "Made in Kenya" authenticity, its connection to the country's world-renowned running heritage, and its strong social impact mission (creating jobs, reinvesting in communities), Enda can appeal to a growing segment of conscious consumers who seek ethical production and genuine connection.

  • Target a Niche Market with a Direct-to-Consumer Model: Enda cannot outspend its rivals. Instead, it must focus on building a loyal, dedicated community within a specific, value-driven niche—the "conscious runner." A primary direct-to-consumer (D2C) model allows Enda to control its brand narrative, build direct customer relationships, and avoid the prohibitive costs and lack of control associated with traditional retail.

  • Smart, Lean Marketing Strategies: Eschewing expensive traditional advertising, Enda should prioritize digital and community-based marketing. This includes compelling content marketing that tells its unique story, authentic partnerships with running-focused micro-influencers and fostering a strong online community to turn customers into brand advocates.

  • Strategic Product Innovation and Supply Chain Management: While not competing on sheer volume, Enda can collaborate with Kenyan athletes to design and test shoes that genuinely reflect the unique running styles and needs associated with the world's best. Maintaining an efficient, ethical, and transparent supply chain further reinforces the brand's core values and builds trust with its target demographic.

Conclusion

While the FIFA Club World Cup highlighted the systemic challenges facing African football due to deeply entrenched global disparities, a business like Enda demonstrates a more agile path to global presence. By focusing on its unique identity, building a loyal community, and leveraging smart, values-driven strategies, Enda can create its own competitive advantage, proving that a compelling narrative and a purpose-driven business model can be just as powerful as a mega-budget in the modern global marketplace.

By 

Wycliffe W. Njororai Simiyu, Professor and Chair, Kinesiology and Health Science, Stephen F. Austin State University and serves as a consulting Director for Research at Enda Inc.

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