Fifa President Gianni Infantino's proposal to sell stakes in the World Cup has drawn widespread global condemnation. Despite this backlash, it is possible to construct both a behavioural excuse and a commercial justification for his plan.
The idea of bringing external investment into Fifa competitions is expected to recur, and Infantino is likely to remain in his position for some time. The process of gaining power in international sports bodies often involves years of relationship building and making promises.
Commercially, the trend across the sports industry in recent years has been to introduce outside funding for event hosting. This can help launch new ventures, enhance existing competitions, or facilitate higher quality event presentation and marketing. Fifa may be pursuing a combination of these goals across its various tournaments, with new money potentially driving fresh thinking and a different risk appetite.