FIFA’s plans to sell a share of the World Cup’s commercial rights to outside investors, announced without consultation, mark the latest step in Gianni Infantino's long-standing push for growth. Since his shock election as FIFA president in 2016, Infantino has consistently pursued expansion, from increasing the World Cup to 48 teams to proposing a biennial tournament.
Infantino's expansionist vision
Infantino first proposed expanding the World Cup in 2016 and raised the possibility of an enhanced Club World Cup. In 2018, he floated a global Nations League funded by outside investment, but the plan was abandoned under pressure. The 2026 World Cup was confirmed to expand to 48 teams in 2017. In 2021, it was reported that the 12 Super League clubs had expected FIFA to endorse their breakaway, before it collapsed. Later that year, Infantino announced plans to make the World Cup biennial.
Post-pandemic acceleration
After the Covid-19 pandemic caused substantial financial losses, FIFA accelerated its pace of activity. This included launching a 32-team Club World Cup with immediate discussion of expansion, awarding the 2034 World Cup to Saudi Arabia without contest, spreading the 2030 World Cup across three continents and six host countries, and the possibility of expanding that tournament to 64 teams. Mandatory hydration breaks were considered at the end of last year.
Motivations and explanations
Football leaders question what drives Infantino's constant appetite for expansion. The most common argument is patronage: expanded competitions raise money redistributed to member associations, ensuring a supportive electorate when renewing his mandate—though Infantino has changed term limits since taking office. He has already nearly tripled FIFA's revenues since becoming president. Reports in the Times suggested Infantino could become CEO of the new venture after leaving the presidency, with executive-level compensation. FIFA denied such discussions.
A third explanation is that Infantino is driven by status and power. Growing up working-class in affluent Switzerland and bullied for his ginger hair, he now consorts with world leaders, including Vladimir Putin, the emir of Qatar, the crown prince of Saudi Arabia, and US President Donald Trump. His political alliances, however, may be transactional. One senior football figure said: "Gianni has got in way over his head with Trump. He [Trump] is now extracting his share of the World Cup rewards."
