The World Cup's Price Tag: A Faustian Bargain for FIFA? The World Cup has evolved from a sporting tournament into a lucrative commodity, with FIFA seeking to capitalize on its massive commercial success.
The organization plans to form a subsidiary, FIFA Forward Enterprises (FFE), which could raise up to $4. 2 billion from private investors.
FIFA President Gianni Infantino aims to "unlock" more value through greater commercialization, citing the unprecedented revenue generated by the latest World Cup.