This past week (July 2025), a pre-season friendly between Manchester United and West Ham drew 82,566 fans in the United States - the largest football crowd in the US this year.
It beat the 2023 FIFA Club World Cup final, which drew 81,118 fans. That’s significant. A low-stakes, off-season match between two Premier League sides generated more in-stadium interest than FIFA’s global club showcase.
For brand strategists and rights holders, the message is clear: fans aren’t just following official prestige - they’re showing up for clubs, culture and connection. And this shift is mirrored by the continued surge in women’s football, which is rewriting the rules of engagement at both club and international level.
âš½ The Crowd Numbers Tell Their Own Story
Here’s how the Man Utd vs West Ham figure stacks up against recent high-profile matches:
It’s not just about the match on the pitch. It’s about what the match represents - for fans, for brand partners, and for the cultural moment.
Manchester United Still Moves Culture
The crowd in the US wasn’t there because of a trophy. They came because Manchester United still commands cultural relevance, global fandom, and mass appeal - even during the off-season.
The Club World Cup, by contrast, has struggled to become more than a technical trophy. Despite being loaded with top-tier teams, it hasn’t generated the emotional or cultural connection that drives turnout and tune-in.
Meanwhile, Women’s Football Keeps Smashing Records
The past three years have been defining for the women’s game:
The Women’s EURO 2022 final broke all-time EURO attendance records - men’s or women’s – with 87,192 at Wembley.
Barcelona Femenà attracted 91,648 fans for a Champions League semi-final - still the record for a women’s club match.
The 2023 FIFA Women’s World Cup doubled its reach from 2019, hitting over 2 billion viewers and selling out stadiums across Australia and New Zealand.
In 2024, Chelsea Women sold out Stamford Bridge for a WSL fixture for the first time in club history.
The commercial and cultural trajectory is clear: the women’s game is no longer just "growing" - it’s outperforming long-standing men’s formats in engagement and visibility.
📌 Key Takeouts
A men’s pre-season friendly in 2025 outdrew the FIFA Club World Cup final, underlining the enduring pull of club loyalty over tournament branding.
Women's football continues to set records in attendance and viewership - matching or surpassing men’s benchmarks.
Fans are turning up for meaning, story, and access - not just silverware.
Cultural and commercial value is being driven by engagement, not just tradition.
🔮 Next Steps for Brand Marketers
Rethink where ‘value’ sits in football – prestige formats aren’t guaranteed returns.
Invest in club identity, not just competitions - fan allegiance often lies with teams, not tournament banners.
Treat the women’s game as a premium platform - audiences already are.
Be where the energy is - record crowds, sold-out stadiums, and cross-market relevance are clearer signals than ever.
In 2025, it’s not FIFA’s format that’s drawing the biggest crowds - it’s Manchester United on a quiet July night. That’s the story. And for those paying attention, it’s a blueprint for where football’s cultural capital is heading next.