Fifa is considering the sale of up to 20 percent of its World Cup stake to private investors. Reports indicate that president Gianni Infantino aims to create a new body that could generate billions by transferring commercial rights for the event. Fifa has acknowledged it is reviewing the idea. Uefa has strongly criticized the proposal, and analysts have voiced strong objections.

Correio da Manhã criticizes the move as a handover to American interests: "Infantino is preparing to sell the World Cup and shift it toward U.S. control. This has been built gradually through awards, new offices, and joint trophy events. The goal goes beyond marketing. It includes deciding match locations, team numbers, schedules, and costs. The Trump circle will not follow existing rules but will set them instead. This approach risks ending the sport as we know it."

Jyllands-Posten expresses concern over investor influence: "Investors will likely shape priorities and choices. Returns will come before the game itself. Football should not serve as a financial product. The sport is already heavily commercial, yet this step moves it further from its community roots. The focus is profit, not play. Who will stop Infantino?"

Süddeutsche Zeitung urges Uefa to act decisively: "Opposition is growing in Europe. Yet stopping one more ambitious plan from the Fifa chief will not suffice. Infantino must leave football. If smaller nations block that step, Europe should exit the current structure. Its voting share is limited, but coordinated action could prove decisive. A World Cup without Europe would lose its standing. Uefa must end this situation."

Le Temps highlights potential dangers: "It remains unclear if Infantino seeks re-election or leadership of the new entity. The result may include more breaks and paid broadcasts to satisfy investors. If they later demand changes such as no draws or favored teams for market reasons, the sport could suffer. Fifa is entering a profit-driven project that opens risks in an already money-heavy field."

Times of Malta notes the prior commercialization: "The last World Cup produced roughly 13 to 15 billion, leading Fifa to view traditions as barriers to deals. The football itself succeeded and delivered a fitting champion, yet that seemed secondary. Fifa treated the event as a revenue source rather than a sporting occasion. The same approach appears set for future tournaments."

Etelä-Suomen Sanomat questions support for the plan: "Secret preparations suggest the idea would not survive open review. Trump and Infantino appear to have advanced the talks. The prior World Cup earned about 13 billion euros. With money at stake, the proposal may face rejection from the 211 member associations."