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The 2026 FIFA World Cup wasn’t perfect, but it was still pretty great. Legions of fans got to experience the US (and Canada, and Mexico), and Americans embraced visiting teams in turn. There was lots of extremely good football (soccer), and Cinderella teams like Cape Verde had a chance to shine.
Not even two weeks later, though, FIFA president Gianni Infantino is doing his best to kill the good vibes. He has a new proposal to sell stakes in the World Cup to private equity, attempting to capitalize on an enormously profitable tournament — with record revenue of about $15 billion in this year’s edition.
Specifically, his plan would create a new entity to run the World Cup, with FIFA the majority owner. Up to 21 percent of the company would be offered to private shareholders, in a major departure from FIFA’s current, ostensibly non-profit model.
And so far, nearly everyone hates it. Many of FIFA’s 211 member associations are in outright revolt; one of its six regional confederations, UEFA, which represents European football, has threatened to boycott FIFA events if the plan goes forward. “We will never lend this model our legitimacy,” UEFA wrote in a statement released Thursday.
UEFA is not the only governing body in football that has condemned Infantino’s plan to bring private money into the World Cup, though it has led the charge. Concacaf — which represents North and Central America, plus the Caribbean — and the Asian Football Confederation have also come out against the idea.
Collectively, they make up nearly two-thirds of FIFA’s member associations, which creates a real math problem for Infantino — the plan would require approval from a majority of FIFA members to take effect.
The intensity of the backlash has raised questions about Infantino’s future. As the Athletic reported on Thursday, he’s up for reelection as FIFA president in March, but he may no longer have an easy time of it. On Friday, FIFA’s chief operating officer described the proposal as “the project of one person” — Infantino — in a statement coming out against it.
For now, though, FIFA and Infantino say they plan to forge ahead with a “consultation period” for the plan. It sets up an even higher-stakes version of the battle over “hydration breaks” — which double as lucrative commercial breaks — that Roger Bennett, founder of the soccer podcast Men in Blazers, described to Vox in June.
“Ultimately,” Bennett told Vox, “the whole game of football is currently in a battle between its roots and the commercial imperative that comes from being as big as it is. … It is the last megaphone which is faintly audible around the world. And when you have something that big, it becomes deeply desirous to make as much money as you can out of it.”
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