FIFA has named British pop star Robbie Williams as its first-ever Music Ambassador as the organisation enters a new era of combining the worlds of global football and music. The news came along with the opening of the 2025 FIFA Club World Cup in Miami, which Williams performed the official anthem, titled “Desire,” at the opening ceremony.
Written with long time collaborators Karl Brazil, Owen Parker and Erik Jan Grob, the song boys feature Italian superstar Laura Pausini. Now, “Desire” is going to become an anthem of all FIFA tournaments, as well as the next World Cup 2026, when it will be played as teams enter the pitch. Williams told of his enthusiasm regarding the ability to combine two of his loves in life saying, Football and music have both been a part of my life since I can remember so this is big to me personally.
A Harmonious Kickoff in Miami
The anthem was first played as part of a colorful opening event at the Hard Rock Stadium in Miami, which was the scene of the first game of the tournament between Inter Miami and Egyptian Al Ahly. Other artists who performed at the event included Vikina, Richaelio, Emilio Stefan, French Montana, and Swae Lee, which shows that FIFA tends to incorporate sensation in its events.
FIFA President Gianni Infantino hailed the effort and said, “Our Official FIFA Ambassador for Music, Robbie Williams, has produced what is a fantastic, incredible, emotional and brilliant Official FIFA anthem and to have Laura Pausini singing with him is fantastic.”
Williams, also the president of the English club Port vale FC, is not new to football. His prior engagement has been the performance at the opening ceremony of the 2018 FIFA world cup.
The launch of the song Desire coincides with the ending of the BRITPOP Tour of Williams in the UK that gathered more than 250,000 admirers. The tour would go on through out Europe, with shows lined up in Ireland, France, Germany, Spain, Italy and Sweden. This autumn his new album called BRITPOP as well is going to be released.
As his song “Desire” is now resounding in the stadiums all over the world, the position of Williams as the Music Ambassador of FIFA can be considered as the symbiosis of football and melody, rallying the fans around the entire globe.
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Robbie Williams Named FIFA Music Ambassador
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