Robbie Williams Named FIFA Music Ambassador, Debuts Anthem ‘Desire’ at Club World Cup Opener

Global music icon Robbie Williams has been officially appointed as FIFA’s new Music Ambassador, marking a bold step in the football organization’s cultural evolution. The British singer-songwriter will launch his new anthem Desire at the opening match of the FIFA Club World Cup 2025™, setting the stage for an immersive fusion of football and music in tournaments to come.

Announced during a video call with FIFA President Gianni Infantino, Williams shared that Desire—co-written with Karl Brazil, Owen Parker, and Erik Jan Grob—will not only premiere ahead of Saturday’s tournament opener between Inter Miami CF and Al Ahly FC at Miami’s Hard Rock Stadium, but will also serve as the official FIFA anthem across all global competitions, including the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™.

“Music and football bring people together like nothing else,” Williams said. “To write the official FIFA anthem is a real privilege. I wanted to capture the passion, nerves, pride and majesty of that moment right before kickoff.”

The anthem, described as a high-energy and emotionally resonant stadium track, will be accompanied by a full-length music video and become a central feature of FIFA matchday ceremonies. For the first time, it will be played as players walk onto the pitch before every FIFA match worldwide.

Joining Williams on the track is world-renowned Italian singer Laura Pausini, who brings her signature vocals to the emotionally charged piece. Pausini, a global star with multi-language hits and millions of records sold, expressed her joy at collaborating with Williams on such a grand stage.

“It’s an honour to be invited by Robbie and be featured on Desire. The song is amazing, really touching,” Pausini said. “Growing up in Italy, I’ve always felt the passion of football. To be part of this celebration with fans around the world is truly special.”

FIFA President Gianni Infantino praised the collaboration, calling the anthem “fantastic, emotional, and brilliant,” and lauded the involvement of two internationally celebrated musicians. “This song will set exactly the right tone for the first-ever expanded FIFA Club World Cup,” he added.

The track will make its live performance debut at the tournament’s final on 13 July at MetLife Stadium in New York/New Jersey, with Williams and Pausini set to take the stage in front of a global audience.

With this appointment, FIFA aims to further harness the unifying power of music to elevate the matchday experience and deepen emotional engagement with fans around the world. Williams, known for his anthemic pop hits and charismatic showmanship, brings a distinctive voice to football’s evolving entertainment landscape.

The FIFA Club World Cup 2025 will take place across 12 stadiums in 11 U.S. cities. All 63 matches will be streamed live and free on DAZN.com, offering global access to a new era in club football. Tickets and hospitality packages are available now at FIFA.com/tickets.