I think you are confusing the difference between a friendly pre season tournament that not only pays considerably less but also doesn’t have even half of the visibility and media coverage compared to an actual official FIFA tournament that is being watched for free on the whole globe(marketing opportunity for teams too) and already pays better for lesser games against easier opponents than what our usual financial lifeline which is the UCL has to offer.
Just wanted to point out why your assumption of it being a summer friendly is not accurate, other than that to each their own i guess.
Honest question: does it get a lot of media coverage?
It sure doesn't, in my neck of the woods.
Case in point: a friend of mine, who's really into football, asked me the following question last Saturday.
"Did you know there's a CWC going on right now?" Followed by:
"Which teams are playing in it?"
The being watched for free is a good point. There's a reason why you're able to watch it for free: no one is willing to pay for it.
Remember when FIFA was going to sell the tv rights for 4 billion €? I think at one point Apple were supposedly going to buy them. They ended up selling them for 25% of that. And now DAZN has to show the games for free, hoping to attract paying customers for the future.
FIFA was also going to attract a lot of additional sponsors for big bucks for this tournament. End result: no new sponsors.
Ticket sales have been a disaster as well, unsurprisingly.
So, from where I'm standing, no one gives a shit about this tournament. But that could obviously be different in other parts of the world.