{
  "id": 351996,
  "title": "Is football AI-proof? Why tech investors wanted a slice of the World Cup",
  "url": "https://urgent.news/2026/08/09/is-football-ai-proof-why-tech-investors-wanted-a-slice-of-the-world",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-08-09T06:31:43.000Z",
  "source": {
    "name": "Yahoo Sports",
    "slug": "yahoo-sports",
    "url": "https://sports.yahoo.com/articles/football-ai-proof-why-tech-123633046.html"
  },
  "original_language": "en",
  "account": "Thrive Eternal, a venture capital firm focused on artificial intelligence (AI), sought a stake in the World Cup amid growing concerns about AI's potential impact on recreational activities. The New York-based company, led by Joshua Kushner, the brother of Jared Kushner, created Thrive Eternal to invest in areas resistant to AI disruption. The investment arm, Thrive Eternal, aimed to secure a minority stake in the World Cup under FIFA's Forward Enterprise (FFE) proposal. However, the plan faced fierce opposition and potential boycotts from FIFA's member associations, leading to its cancellation. FIFA aimed to separate the business of football from its governance and provide developing countries with funding for stadium development and training.",
  "summary": "What was the thinking of the investors backing the now-canned plan, and are such proposals in the future inevitable?",
  "key_points": [
    "Thrive Eternal, AI-focused VC, sought World Cup stake",
    "Company aims to invest in AI-resistant sectors",
    "Plan canceled due to opposition from FIFA members"
  ],
  "editors_take": "Thrive Eternal's failed bid to invest in the World Cup shows that investors are seeking opportunities in areas seen as resistant to AI disruption, a new consideration for sports business deals.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}