Gianni Infantino a winner as Fifa emerges richer from controversial World Cup
Fifa president Gianni Infantino during the World Cup match between Netherlands and Morocco in Guadalupe, Mexico. Picture: Carl Recine/Getty Images
With the dust settling on another World Cup squabble, one thing is already clear: Fifa boss Gianni Infantino is looking stronger than ever.
Off the field, the 2026 tournament has been criticised from almost every angle, whether it be the cost of tickets, the ostracism of the Iran squad, the barring of a Somali referee, or the first-ever Fifa peace prize to US president Donald Trump. Nine Irish MEPs were among signatories to a letter calling for Fifa boss Gianni Infantino to be investigated over Trump's peace prize, with Fianna Fáil MEP Barry Andrews calling the decision "a disgrace".
Antipathy towards Fifa reached fever pitch after it allowed a suspended star US player. Folarin Balogun, to take the field after pressure from Trump, drawing condemnation from everyone who wasn’t American.
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“The issue is no longer simply whether the original red card was justified,” said Nick De Marco, a sports lawyer based in the UK. “It’s whether Fifa has undermined the integrity of the World Cup, and its own authority as the global regulator of football.”
These complaints, though, will likely fade away once the tournament has finished. Following a 4-1 thrashing of the US by Belgium, the intensity of the controversy over Balogun being allowed to play has begun to dissipate. Infantino, meanwhile, has remained resolutely focused in perhaps his most important job — generating cash.
Fifa faces constant tension over balancing proximity to power and money with its other remit, to uphold the rules and regulations of the sport. Money is winning out. Under the 56-year-old administrator for the most lucrative sport on the planet, Fifa is expected to bring in about $9bn (€7.88bn) directly from the 2026 World Cup, about $2bn (€1.75bn) more than the 2022 edition in Qatar.
Fifa became synonymous with scandal a little over a decade ago after a corruption case pursued by US prosecutors. Within a year, Infantino was brought in as the new face of the organisation. He oversaw reform, marginally increased transparency, and dramatically expanded the size and scope of Fifa's tournaments, including the lucrative Club World Cup. But he’s also taken the governing body down a familiar path of mixing money, power, and politics.
The World Cup is casting off cash to everyone involved. The concession giants in charge of food and drink within the stadiums are reaping the rewards. Some stadiums have seen fans spend up to $100 per person during the game, near double what they make during an NFL game.
Advertisers have benefited from mandated hydration breaks, effectively making the famous game of two halves an American-style game of four quarters.
Host cities, which prior to the tournament complained about costs, are seeing early spending gains. Bank of America data for June 10-21 showed credit and debit card spending in World Cup host cities up 6.3% year on year, with spending by non-locals up 16.7%.
This iteration has seen the World Cup increase from 32 to 48 teams. The prize pot has doubled, now reaching a record $871m (€762m). Every participating country is guaranteed a minimum payout of $12.5m (€10.9m) for simply turning up.
Cape Verde has earned over $21m (€18.3m) from its historic run, which is about 0.75% of the tiny nation’s GDP. For many other football associations, Fifa's largesse is vital to the majority of its members.
Infantino is next up for election early in 2027, at the 77th FIFA Congress in Rabat, Morocco, one of the countries staging the next World Cup. Each of the 211 member associations gets one vote.
The result is currently a formality, given Infantino is once again running unopposed. Federations from Asia, South America, and Africa have already backed him. It will be his third term, after succeeding Sepp Blatter who resigned in 2015 during the corruption scandal.
It will be easy for Fifa to portray the World Cup as an unalloyed success, and in many ways it has been. Despite the cost of tickets, stadiums have been full. The biggest footballing superstars have been scoring at will.
It also created more global representation as nine African teams reached the knockout stage. Fans have been enjoying the standout hospitality of the host countries, following the last two World Cups in Russia and Qatar.
It’s unclear how complaints from football stars and politicians will impact Infantino over the call Trump made to him following the red card.
Politicians have called for his resignation. “This is our sport, not theirs,” said former Liverpool boss Jurgen Klopp. “If Donald Trump and Gianni Infantino really sorted this out between themselves, it is madness. It calls everything into question.”
For the majority of member states, their support remains steadfast. “Fifa is in its best position ever,” said Asian Football Confederation president Sheikh Salman. Countries from Kuwait to South Africa have been resolute in their support.
The Royal Moroccan Football Federation has highlighted “the great work carried out by Mr Gianni Infantino and his team to develop African and world football.” Before the World Cup, Trump said football is about “getting people together.” Despite the controversies, Infantino’s grip on the sport remains unyielding.
Bloomberg
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