FIFA reversed a plan to sell a slice of the World Cup after backlash, with calls for President Gianni Infantino to step down. The move followed a proposal from tech investors/models to stake in the tournament via Thrive Eternal, a spin‑off of Thrive Capital.

Thrive Eternal, led by Joshua Kushner, sees sport as immune to an AI revolution, arguing that football’s tradition, culture and identity give it a protective edge over movies and music. The firm’s investment arm was created to back areas that technology cannot replicate.

The proposed $4.2bn investment would have given each FIFA member association a stake worth as much as $91m based on a $20bn valuation, with control remaining with FIFA. The plan aimed to channel resources into developing infrastructure in countries that typically lack outside funding.

While FIFA has argued the World Cup is already well‑monetised, the 2026 edition’s 48‑team format and potential expansion to 64 teams promise record revenues. Despite the withdrawal, Thrive Eternal remains interested in football, already holding stakes in the San Francisco Giants and eyeing an NBA franchise.