Aksel Kryhlmand
“Music and football bring people together like nothing else”
Pop legend Robbie Williams has officially been appointed as FIFA’s first Music Ambassador, marking a bold step in the organisation’s efforts to fuse the power of music and football on the global stage.
Bringing Sound to the Beautiful Game
In his new role, the 50-year-old singer, best known for hits like Angels, Rock DJ, and Feel, will co-author FIFA’s inaugural official anthem, Desire, a song set to soundtrack the emotional heartbeat of FIFA tournaments beginning with the 2025 Club World Cup in Miami.
Music and football bring people together like nothing else,” Williams said. “When those worlds come together, there’s nothing like it, and I’m beyond honoured to be the FIFA Music Ambassador.
The anthem will be heard as players walk out before matches and will also feature in tournaments leading up to and including the 2026 World Cup.
A Personal Connection to Football
Williams’ connection to the sport runs deep. A long-time fan of Port Vale FC, he famously contributed It’s Only Us to the FIFA 2000 video game on the condition that his beloved club be featured in the game.
Reflecting on the new role, he said:
Football and music have both been part of my life for as long as I can remember, so this means a lot to me on a personal level.
The Anthem: A Global Collaboration
Desire, the upcoming anthem, is a collaborative effort between Williams and co-writers Karl Brazil, Owen Parker, and Erik Jan Grob. Adding further prestige to the project, the track features vocals from Italian music icon Laura Pausini.
Describing the creative vision, Williams said:
I wanted to create something that captures it all, the passion, the nerves, the pride and majesty of that feeling just before kick-off.
He added:
I know I’ll get to perform this song at some of my favourite tournaments in the coming years, which fills me with excitement. It’s a real honour that Laura Pausini accepted my invitation, she’s an incredible artist with the perfect voice.
Laura Pausini Adds Her Voice
Pausini, known globally for her 1993 breakthrough La Solitudine and an Oscar nomination for Io sì/Seen, expressed her excitement about the collaboration:
The song is amazing, really touching. Since I was a little girl growing up in Italy, I remember the thrill and passion for football in my home country. To be able to perform live with Robbie in front of passionate football fans and be heard by music fans around the world will be truly amazing.
Live Debut and What’s Next
Desire will make its live debut this Saturday at the opening match of the FIFA Club World Cup at Hard Rock Stadium in Miami, with millions expected to tune in.
Williams is also wrapping up the UK leg of his tour, with upcoming stops across Ireland, Spain, and Italy, and his new album Britpop set to drop this autumn.
By blending football’s drama with music’s emotion, FIFA and Williams are hoping to strike a chord that resonates far beyond the stadium.