Everyone hates FIFA’s plan to sell the World Cup to private equity — Vox

RESOLVING THE LEDGER

Everyone hates FIFA’s plan to sell the World Cup to private equity — Vox | AIPROPX

FIFA President Gianni Infantino looks on after the World Cup final between Spain and Argentina on July 19, 2026, in East Rutherford, New Jersey. | Marvin Ibo Guengoer — GES Sportfoto/Getty Images

Editor’s note, July 31, 8:15 pm ET: FIFA announced it was scrapping the plan to sell a stake in the World Cup.

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.

Go a little deeper

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.”

One link for later

➨ Bail on plans the right way. If you’re currently staring down a weekend engagement you’d rather not attend, Vox’s Allie Volpe has some pointers on canceling without injury or offense . For starters, you can only bail on casual events with someone you either know very well or not that well at all. And you should offer an honest excuse before attempting to reschedule.

Before you go…

Did you know… that, until 2016, scientists routinely excluded female mice from medical research ? The National Institutes of Health now requires that researchers include both sexes to help guarantee that drugs work safely for both men and women.

Today’s trivia: What’s the Vietnamese word for “festival”? (You can find this and other brain puzzles in Vox’s daily crossword . Look for the answer in tomorrow’s edition.)

Yesterday’s trivia: Yesterday we asked you to identify the “ugli” fruit. Ugli is the registered trademark for the Jamaican tangelo , a natural — and honestly, perfectly good-looking — hybrid that was discovered in the wild in the early 1900s.