FIFA President Gianni Infantino has announced plans to sell stakes in the World Cup to private investors through a new commercial entity valued at $20 billion, a move that has sparked immediate backlash from European football's governing body. Among the leading potential investors is Joshua Kushner, brother of former Trump adviser Jared Kushner, adding a political dimension to the proposal. UEFA has accused FIFA of trying to 'sell football's soul', raising concerns about the integrity of the sport's flagship event. The plan would involve selling off stakes in the World Cup to attract private investment, shifting control away from traditional stakeholders. BBC Sport reports that Infantino feels emboldened to take this step due to FIFA's strong financial position and the lack of effective opposition from member associations. Critics argue that the commercialisation could prioritise private profits over fans and players, potentially altering the World Cup's nature as a global sporting spectacle. The announcement comes ahead of the 2026 men's World Cup, to be hosted by the United States, Canada and Mexico. The long-term consequences remain uncertain, but the proposal has already deepened divisions within football's governing structures.