Announced with skepticism, even hostility, the new 32-team Club World Cup is currently thrilling the United States, despite the many criticisms that accompanied its creation. Too long, too artificial, poorly fitted into an already saturated calendar: the reform introduced by FIFA was perceived by many as a headlong rush, one more competition in an already overdeveloped football scene. Yet, since kickoff, the group stage matches have drawn crowds to the stadiums, generated genuine popular fervor, and sparked unexpected media interest. This full-scale test is transforming into a strategic opportunity for the United States, which is capitalizing on its logistical know-how and the power of its market to reaffirm its place in the diplomatic game of world football.
While this club competition is in full swing, it's behind the scenes that the excitement is most palpable: the 2029 Club World Cup, still without an official host, is the talk of the town. The major players in the world of football are already sharpening their arguments to assert themselves in the race to host it. While FIFA remains silent, the pressure is mounting, particularly around three key contenders: Brazil, driven by a renewed sporting momentum thanks to the Flamengo-Fluminense-Botafogo-Palmeiras quartet, but also, and above all, the Iberian tandem of Spain and Portugal, already chosen as hosts of the 2030 World Cup, alongside Morocco. This temporal proximity raises questions, but has not dampened the peninsula's ambition. For many, a 2029-2030 double would send a strong signal from FIFA in favor of European stability and assured profitability.
Spain and Portugal in good position
Among the already well-advanced projects, that of the Portugal-Spain duo is as intriguing as it is divisive. Already co-hosts of the 2030 World Cup with Morocco, the two Iberian countries aim to double down by also hosting the 2029 edition, according to TNT Sports Brasil . Officially, nothing has been finalized, but the signals are numerous: diplomatic exchanges, strengthening partnerships with sports bodies, and active lobbying with influential members of FIFA. Their strength? High-level infrastructure already planned for 2030, recognized organizational expertise, and logistical proximity that would facilitate the back-to-back editions. But this ambition also raises questions. Is it decent to offer two major competitions back-to-back in the same region of the world? For some, this would make Europe an exclusive playground. For others, on the contrary, it is the promise of controlled continuity and guaranteed success. FIFA, for its part, will have to choose between efficiency and geographical balance. And in this context, the United States, currently hosting the Club World Cup, could play the role of referee—or even last-minute candidate. Their ability to organize major sporting events is well-proven, as already demonstrated by this 2025 edition, which, if it ends as well as it began, will become a powerful argument behind the scenes in Zurich.
Another player, much more discreet but equally ambitious, is starting to make waves: Indonesia. Far from the Western spotlight, this Asian giant is methodically advancing its pawns in the race to 2029. Several key factors are in its favor: a constantly growing pool of licensed players, a football-loving population, and strong political support for making the sport a lever of international influence. Above all, the presence of FIFA regional offices in Jakarta since 2024 strengthens institutional ties and suggests strategic proximity. Indonesia has already demonstrated its seriousness by hosting the U-17 World Cup and is now positioning itself as the standard-bearer for emerging Asian football. In a world where FIFA is seeking to diversify its spheres of influence, Jakarta could become the surprise package in this battle for 2029. Behind the outsider image, it may be a credible future host emerging. More broadly, this competition now serves as a testing ground: infrastructure, attendance, organization, global broadcasting, fan experience—all indicators are scrutinized by FIFA, which sees the American success as a potential dress rehearsal. Some even talk of a return of the United States to the race in 2029, despite its co-hosting of the Men's World Cup in 2026.
Another issue under consideration: that of the Australia-New Zealand duo, buoyed by the popular and organizational success of the 2023 Women's World Cup. Building on this experience, the two Oceanian nations now want to take a step forward by hosting a men's World Cup. The logistical challenge would be immense, but the political will is there, with the ambition to permanently anchor football in a growing region. But beyond the stadiums and pitches, a political and geo-sporting battle is underway, where every statement, every organizational performance, and every photo of a full stadium becomes a piece on the chessboard. FIFA, now fully committed to its football globalization strategy, will have to decide between continuity and reshuffling the cards. Should the European presence be strengthened through the Portugal-Spain duo, already involved in 2030? Should Brazil and South America, at the heart of football's historical identity, be rewarded? Or should we bet on the power of a booming North American market, driven by a newfound fervor? One thing is certain: if the Club World Cup proves itself in the coming weeks, it could completely redefine the diplomatic landscape of the 2029 Club World Cup.
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