FIFA’s proposal to sell a stake in the World Cup to private investors has triggered worldwide backlash. Opposition has come from UEFA, national football associations, players’ unions, journalists and fans. Everyone’s reaction has been so visceral.
The World Cup isn’t FIFA’s to sell in the first place. FIFA governs the game and tournament. It doesn’t own football. Football belongs to everyone who plays it, watches it and passes it on to the next generation.
That’s why phrases like “football isn’t for sale” and “this crosses a red line” have resonated. It’s like the IOC announced it was selling a stake in the Olympic Games to private investors. Now imagine the same thing happening to an event that is culturally and commercially bigger.
Ownership can be assigned by markets. But people and culture assign stewardship. This proposal makes FIFA look less like the steward of football and more like the owner of an asset.
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