Fifa is exploring the sale of as much as 20 percent of its World Cup interest to private investors. Reports suggest president Gianni Infantino intends to form a new entity that could generate billions through the transfer of commercial rights. The organization has stated it is reviewing the proposal while Uefa has voiced strong opposition and observers have expressed sharp disapproval.

Correio da Manhã warns that Infantino is shifting the world's leading sport toward American control: "Infantino aims to sell the World Cup and move it into the American orbit. This change has been prepared gradually. The goal is not only to market the event but also to control decisions on match locations, team numbers, schedules and costs. The new owners will set the rules rather than follow them, resulting in the gradual end of the sport."

Jyllands-Posten expresses concern that investors will prioritize returns over the game itself: "It is difficult to imagine that backers will avoid influencing key choices. Profits will come before sporting values. International football should not serve as an investment vehicle. This step will distance the sport further from its community roots. The focus is solely on revenue without regard for the product."

The Süddeutsche Zeitung urges Uefa to take decisive action: "Opposition is rising across Europe. It must be clear that merely blocking the latest ambitious plan will not suffice. Gianni Infantino must leave football. Should that prove impossible, Europe may need to withdraw from the competition entirely. A World Cup without European participation would lack significance."

Le Temps highlights the risks of the venture: "It remains unclear whether the move is intended to aid re-election or to position Infantino at the head of the new body. Football may see more commercial breaks and pay-per-view games to satisfy investors. Yet questions arise over what happens if owners alter rules for profit. Fifa is entering an uncertain project focused only on financial gain."

The Times of Malta notes that the 2026 tournament was already heavily commercialized: "The event generated an estimated 13 to 15 billion, leading Fifa to view traditions as obstacles to sponsorship. The football endured and produced a fitting champion, yet that outcome felt secondary. Fifa appeared more focused on extracting value than preserving the event's spirit."

Etelä-Suomen Sanomat questions whether the plan can gain approval: "Secret preparations suggest the project would not withstand open examination. It appears US President Donald Trump and Infantino have advanced the idea together. The previous World Cup produced around 13 billion euros. It would be surprising if all 211 member associations accepted such an arrangement."