Brazilian clubs dominate wagering volume, while underdog victories delight the bookmaker
Promising Debut for FIFA Club World Cup in the Eyes of Bookmakers
The inaugural staging of the new-format FIFA Club World Cup presented both opportunities and challenges for sports betting operators—none more so than bet365, which has now released insights into the tournament’s performance from a betting perspective.
While the tournament did not rival the UEFA Champions League Final in terms of total wagering volume—seeing a 21.6% decline in stakes—the operator considers the outcome a qualified success, especially considering the format’s debut and time zone challenges.
Bettors in the UK, Spain, and Brazil Lead the Action
A substantial 67.9% of all betting slips originated from just three countries: the UK, Spain, and Brazil. The latter, Brazil, played an outsized role, as five of the top 10 most wagered-on fixtures involved Brazilian teams.
The top match in terms of total money staked was the Round of 16 clash between Flamengo and Bayern Munich, likely spurred by Bayern’s global fan base and the unpredictable dynamic between European and South American clubs. Additionally, Palmeiras appeared twice in the top 10 fixtures, underscoring Brazil’s enduring importance to international football betting markets.
Upsets and Promotions Create Unique Betting Landscape
According to Steve Freeth, Trading Expert at bet365, one of the bookmaker’s best results was when Boca Juniors (1/100 odds) failed to beat Auckland City—a massive upset that helped the operator significantly due to the number of accumulator and Bet Builder slips reliant on the Argentine giants.
Similarly, a 1-1 draw between Real Madrid and Al Hilal, despite Madrid being heavy favourites at 2/5, proved to be another positive moment for the bookmaker.
However, certain promotional mechanics cost bet365 heavily. One such offer automatically transferred player bets to substitutes. This backfired when Jamal Musiala, substituting for a “Super Boosted” Harry Kane, scored a hat-trick, triggering a major payout event.
Viewer Interest and Player Performance Shaped Results
Despite being a FIFA-organized competition, the Club World Cup Final drew less viewer interest in the UK than the concurrent Women’s Euro 2025 clash between England and Wales, which had twice the audience—a potential indicator of where football fandom lies for British audiences.
In terms of individual awards, Cole Palmer’s stellar performance edged out the more heavily backed Vitinha, preventing another sizable payout for Golden Ball markets.
A Foundation to Build Upon
While the Club World Cup failed to match Europe’s premier competition in total betting stakes, bet365 is optimistic. As noted in its closing summary:
“Given the time zone difference and the fact it was the first time the tournament had been played, this was not a disappointing outcome.”
With potential for more growth, especially if future editions are scheduled more favourably or include more fan-engaging matchups, the Club World Cup could become a staple in global betting calendars. For now, it has proven it belongs on the radar—not just for football fans but for traders and bookmakers alike.
