Expert comment: proposed World Cup stakeholder plans

“The news of FIFA’s apparent plan to attract private investors by ‘selling-off’ its biggest commercial asset, the FIFA World Cup, has created a backlash in the world of football, the like of which has not been seen since April 2021.

“At the heart of the issue is a plan by the current President of FIFA, football’s world governing body, to set up a subsidiary company, FIFA Forward Enterprise (FFE) to run its competitions – with the FIFA World Cup the prized asset. President Gianni Infantino has apparently written to all 211 member nations with details of the offer and a deadline by which to make a decision – to support the move or not.

“What is intriguing to say the least, is the nature of the apparent contents of this letter, leaked to various news outlets offering a large sum of money to national associations willing to support the move, there is also an alleged threat of withdrawal of this sum if support is not forthcoming.

“There are a number of points for discussion from this proposal:

1. An event, not a sellable asset – the FIFA World Cup is arguably the world’s largest event, especially after its recent expansion to 48 teams. But, it’s still an event. Whilst events are ‘sold’ to sponsors and have been for over half a century, this is entirely different from selling the tournament as an ownable, transferrable asset.
2. Custodians, not owners – governing bodies are essentially organisations that set rules, manage competitions, handle discipline and grow the sport. They do not ‘own’ a sport or its competitions and its officials are custodians, not shareholders.
3. Power and timing – it is not lost on critics of the move that this proposal has come to prominence ahead of Infantino’s intention to stand for re-election at next year’s 77th FIFA Congress.

“The opposition to this move is growing, with UEFA, Europe’s governing body, set to hold an emergency meeting with its 55 member associations this afternoon. This feels like a seismic moment, similar to the failed launch of the European Super League, this time with the sport’s integrity at stake. Will FIFA succeed with its plan, or will major players oppose it? Time will tell.”