America is remaking soccer in its image with Fifa's help

The bromance between Fifa boss Infantino and President Trump has attracted lots of attention, not least because Trump was able to get a US red card rescinded, the only one in the tournament.   But more fundamental Americanisation of the beautiful game is taking place with Fifa's compliance.

In search of every last US dollar, Fifa is leaving no stone unturned. Ahead of Sunday’s final, football’s governing body is somehow still finding new ways to reach into fans’ wallets.

Those who simply cannot get enough of the World Cup final have been offered the chance to attend the pre-match press conference in New York. The privilege that has until been reserved for, well, members of the press, is now open to attendees of Fanatics Fest — a four-day jamboree organised by Michael Rubin’s sports merchandise and memorabilia company. A one-day pass will set you back $80.

But it doesn’t stop there. Diehards can buy one of the 1,996 “championship rings” available after the game (price still tba) — a none-too-subtle nod to the great American tradition for winners of the Super Bowl or the World Series. The team that actually wins the match will be given theirs at a later date, which will help keep Fifa’s digital content engine humming after the final whistle blows.

And fans can grab themselves a slice of the hallowed turf on which Sunday’s game is played. Fifa listed chunks of the pitch — encased in an acrylic block — on its store a few days ago, priced at $450. But those “cheap” options appear to have gone.  Instead there is now the “Stadium Edition”, priced at $900, which comes with a gold-etched metal souvenir ticket. Or for the real obsessives, $3,000 will bag you the “Hero Edition”, which features more blades of grass, a tiny gold football and a crystal replica of the World Cup trophy. It sounds like something that would look at home in Trump Tower.

Throughout the tournament, Fifa’s commercial team has worked flat out to maximise revenue and fully embrace the American way, whether that’s through sponsored hydration breaks or sky-high ticket prices.

Fifa has justified it all — along with Sunday’s half-time show of still uncertain length — by arguing that this is what an American audience wants, knows and is willing to pay for. It’s a one-off opportunity to generate more cash from the world’s biggest economy, and not a single penny should be left on the table.

Is there any going back?

But is there any going back? Are hydration breaks here to stay? Will the length of a World Cup final half-time now always be dependent on how many big music acts have agreed to take part? Will a growing American audience dictate the pace of change?

Some things are likely to stick.   World Cup media rights in the US have been relatively cheap until now. If they go up sharply then American broadcasters will become the most powerful commercial voice in the room — just as they long have been at the Olympics. That has significant implications for things like hydration breaks, but also potentially kick-off times. And if US audiences do tune in, that’s bullish for sponsorship.

Fifa’s own budget projections for the 2030 World Cup cycle show an increase of about $2bn globally from TV and sponsorship alone, so the expectation is that the money will keep flowing.

But some aspects of this World Cup are less likely to endure, especially once the tournament lands inside the legal borders of the EU.   Take Fifa’s dynamic pricing model for tickets, and its resale platform, which charges 15 per cent commission from both buyer and seller. EU regulations — either current or future — are set to make that approach impossible in 2030.

US stadiums have vast hospitality facilities to entertain, wine and dine celebrities and wealthy fans (or their clients). Even the latest European stadiums would struggle to deliver anything like what we’ve seen stateside. Indeed, ticket and hospitality revenue is expected to drop considerably in 2030.

Merchandise works very differently if you’re pitching to a customer base that already knows and loves football, and probably already has the right shirt, scarf or hat to prove it. Cheaply produced nylon shirts that just say ENGLAND or SENEGAL on them are not going to have much of an audience.

America is gradually remaking football in its image, and Fifa is only too willing to oblige. But the World Cup circus is moving on now, and some parts of the show will not be making the journey.