Football vs Wall Street: Inside the fight for the World Cup's soul

Artificial intelligence is influencing the World Cup beyond just the game itself. Investors are looking to put billions into the tournament's future, but opposition from football authorities raises questions about the need for external funding. Fifa’s proposed investment vehicle, the Fifa Forward Enterprise, aimed to attract US$4.2 billion in private investment.

The plan would have allowed investors to gain stakes in the World Cup, which is valued at about US$20 billion, with potential payouts to member associations. However, the proposal faced fierce criticism, questioning whether Fifa needed external money and if private investment could compromise the sport’s governance. This incident highlights a broader shift in how football is viewed – not merely as a game but as a valuable cultural asset.