It’s taken time for the Club World Cup to build brand awareness, but opening weekend drew huge crowds in Miami, NYC and Los Angeles.

Sales for the FIFA Club World Cup, a series of precursor games ahead of next year’s North American World Cup, were already lackluster when, last week, U.S. Customs and Border Protection bragged online about how its agents would be “suited and booted and ready to provide security for the first round of games.

The tournament features some of soccer's biggest stars, like Lionel Messi and iconic teams like Spain's Real Madrid.