FIFA President Gianni Infantino is moving forward with a plan to sell minority stakes in World Cup media and marketing rights to private investors, according to reports from German media including Der Spiegel and Süddeutsche Zeitung. The initiative aims to unlock new revenue streams for the global football governing body, which has faced financial pressures from the pandemic and growing costs of its flagship tournament.
The proposal would involve creating a new entity that holds the commercial rights to future World Cups, then selling shares of that entity to investment firms or sovereign wealth funds. FIFA would retain majority control and operational oversight. The move follows a trend in sports where leagues and federations sell equity in media rights to secure upfront capital.
Supporters argue that the deal could generate billions of dollars, providing stable funding for FIFA's development programs and reserves. Critics, however, warn that it could reduce transparency and give private interests influence over a public sporting event. The plan may also challenge FIFA's constitution, which requires nonprofit status.
The decision is expected to be discussed at FIFA's next council meeting. If approved, the sale could happen before the 2026 World Cup in North America, which is expected to set revenue records. For now, Infantino is pushing ahead, but the plan faces scrutiny from member associations and watchdog groups who question whether commercializing World Cup shares serves the long-term interests of football.