FIFA rejects World Cup stake sale proposal from AI investors

FIFA has abandoned plans to sell a stake in the World Cup following significant opposition, including threats of boycotts and calls for the resignation of President Gianni Infantino.

The rejected proposal involved Thrive Eternal, a division of Joshua Kushner-led Thrive Capital, which is a major financial supporter of OpenAI. The investment group reportedly prepared to commit $4.2 billion toward the project.

Industry experts suggest the interest from AI-focused moguls stems from the perceived value of live sports. Unlike music or film, the World Cup is viewed as a cultural asset rooted in tradition and shared emotional experiences that are difficult for technology to replicate. This move reflects a growing trend of commercial interests from Silicon Valley and Wall Street influencing global sports institutions.