Robbie Williams Named FIFA Music Ambassador, Launches Official Anthem ‘Desire’

Robbie Williams has been named the official FIFA Music Ambassador, kicking off the new role with the release of Desire, FIFA’s first-ever official anthem.

The track, which features Italian star Laura Pausini, made its debut during the opening match of the FIFA Club World Cup 2025™ in Miami. The song will now serve as the official walkout anthem for all FIFA tournaments and matches worldwide.

“Music and football bring people together like nothing else,” Williams said.
“Each has its own universal language of connection, emotion, spirit and community. When those worlds come together, there’s nothing like it — and I’m beyond honoured to be the FIFA Music Ambassador.”

The new anthem was co-written by Williams with Karl Brazil, Owen Parker, and Erik Jan Grob. According to FIFA, Desire will be used at every tournament match, from the Club World Cup to the FIFA World Cup 26™, playing as teams walk out onto the pitch.

A new music video for Desire premiered on the stadium jumbotrons at Miami’s Hard Rock Stadium, where the Club World Cup opened. The track blends stadium-ready energy with a cinematic feel, aiming to reflect the passion and pride of international football.

Williams’ appointment signals a shift in FIFA’s strategy to connect with fans through culture as well as sport. By tapping into music’s global power, FIFA aims to strengthen emotional ties between supporters and the game.

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