**Robbie Williams Named as FIFA’s New Music Ambassador, Co-Writes Governing Body’s First Official Anthem**
Internationally acclaimed pop star Robbie Williams has taken on a new role as the FIFA Music Ambassador, marking a significant step in the blending of music and global football culture. The singer-songwriter, known for chart-topping hits such as ‘Angels’, ‘Rock DJ’, and ‘Candy’, is poised to bring a fresh musical dimension to some of the world’s biggest football tournaments.
Williams’ appointment by FIFA aims to intensify the emotional resonance of the sport by merging the passion of football with the power of music. According to a statement released by the footballing body, Williams will work to ‘deepen fan connection’ and ‘elevate the emotion of the game’ on international stages. It is part of FIFA’s wider initiative to use music as a bridge between diverse communities of fans, fostering unity and excitement ahead of key fixtures.
As part of his ambassadorial role, Williams has collaborated on FIFA’s inaugural official anthem, entitled ‘Desire’. The anthem is set to be heard before FIFA events globally, notably as the players make their way onto the pitch, signalling the electrifying moments before the action commences. Its debut will take place during the opening match of the FIFA Club World Cup in Miami this coming Saturday, before being incorporated into future tournaments, including the highly anticipated 2026 World Cup.
On his newfound responsibilities and the launch of ‘Desire’, Williams expressed his enthusiasm, stating, “Music and football bring people together like nothing else—each is a universal language of connection, emotion, spirit and community. When these worlds come together, it’s a phenomenon in its own right, and I feel incredibly privileged to be the FIFA Music Ambassador.” He added that both music and football have been lifelong passions, making this opportunity particularly meaningful on a personal level.
Williams, a lifelong football supporter, famously negotiated for his beloved Port Vale to be included in the FIFA 2000 video game as a condition for providing the theme song ‘It’s Only Us’. Now, decades later, he is cementing his legacy within the sport even further by shaping its official soundtrack. The new anthem sees him joined by co-writers Karl Brazil, Owen Parker, and Erik Jan Grob, and features celebrated Italian vocalist Laura Pausini.
Pausini, a prominent artist in her own right, rose to fame after her victory at the Sanremo Music Festival in 1993 and boasts a Grammy award and Oscar nomination in her career. She described their collaboration as “a dream”, noting, “The song is amazing, really touching. It’s incredible to join Robbie and perform at the FIFA Club World Cup. As someone who grew up with football in Italy, being part of such an event is truly special.”
Accompanying ‘Desire’ is a visually striking music video, set for its premiere at Miami’s Hard Rock Stadium. Williams has shared that he aimed to capture “the passion, the nerves, the pride and the majesty” of those charged moments before kick-off, with the anthem designed to stir both players and fans alike around the globe.
The announcement of this new musical venture coincides with the culmination of Williams’ UK tour, which is set to continue across Ireland, Spain, and Italy. Adding to an already busy year, the pop icon is gearing up for the release of his forthcoming album, ‘Britpop’, expected this autumn.
With Robbie Williams joining as FIFA’s Music Ambassador, observers are keen to see how this partnership will further intertwine the worlds of sport and music. Both industries have long thrived on their ability to unite vast audiences, but the formal integration of an official anthem marks a new era for fan engagement at football’s most prestigious tournaments.
As global anticipation builds for upcoming FIFA competitions, the debut of ‘Desire’ represents yet another example of how the boundaries between music and football are continuing to blur, offering fans an even richer, multisensory experience. The collaboration sets a precedent for future ambassadors, and underscores FIFA’s commitment to innovation both on and off the pitch.