FIFA's Golden Age, Football's Identity Crisis

The Fédération Internationale de Football Association presents itself as a benevolent guardian of the world's most popular sport. Its statutes speak of improving the game, promoting integrity, and ensuring fairness. Yet, its recent activities, particularly under President Gianni Infantino, suggest a rather more capitalist interpretation of that mission, one that is now attracting the unwelcome attention of prosecutors.

Since taking office in 2016, Infantino has supercharged FIFA’s revenue model. He successfully pushed to expand the number of participating nations in both the men’s and women’s World Cups. This year’s men’s tournament will feature 48 teams instead of 32, a simple but effective move that inflates revenues from television rights, marketing, and ticket sales.

Infantino also introduced new competitions, such as a quadrennial 32-team Club World Cup, which first took place in 2025. While leagues and clubs initially voiced concerns about player burnout and diluting the sport’s prestige, the allure of substantial prize money proved persuasive. This expansion has been complemented by a pragmatic approach to sponsorship, embracing finance from sources like Saudi Arabia.

This financial success story is not merely for show; it is the bedrock of Infantino’s power. The billions earned are channelled, in part, back to the 211 member associations through programmes like "Fifa Forward". Where associations under Sepp Blatter received one million dollars per four-year cycle, they are now entitled to as much as eight million. This generosity ensures loyalty and makes Infantino’s re-election in 2027 a near certainty.

But this relentless commercialisation has consequences. The ticketing strategy for the upcoming World Cup in the US, Canada, and Mexico has sparked outrage among supporters. Fan organisations decry prices that are not only significantly higher than at previous tournaments but also frustratingly unpredictable. FIFA’s justification—that high demand dictates prices—does little to soothe those who feel priced out of the game.

The discontent has now escalated beyond fan forums. In March, European consumer groups lodged a complaint with the EU Commission, accusing FIFA of abusing its monopoly. More immediately, attorneys general in New York and New Jersey opened an investigation in late May into FIFA's ticketing practices, demanding information and looking into claims that FIFA’s own statements may have contributed to price hikes and that some fans received inferior seats.

The investigations in the US and the complaint in Brussels mark a new challenge for the football behemoth. While FIFA’s revenues climb to a projected 13 billion dollars in the current cycle, one must ask what purpose this wealth ultimately serves. Is the organisation truly dedicated to improving the game globally, or has the pursuit of profit become an end in itself?

Written by Thorben Thiede thorben.thiede@alpineweekly.com