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Sat, 08 Aug 2026

Sat, 08 Aug 2026 Is football AI-proof? Why tech investors wanted a slice of the World Cup

What was the thinking of the investors backing the now-canned plan, and are such proposals in the future inevitable?
A plan by Joshua Kushner's investment group, Thrive Eternal, to buy a minority stake in the World Cup has been scrapped due to fierce opposition and threats of boycotts. However, it appears that this was part of a larger strategy by the firm to invest in sports as a way to benefit from their "iconic" status in an age of increasing AI influence. Thrive Eternal believes that sports like football will not only survive the AI revolution but also grow in value due to their cultural and traditional significance. The firm has already invested in the San Francisco Giants baseball team and is reportedly eyeing a bid for an NBA franchise in Las Vegas. The plan to invest in the World Cup was aimed at "channeling more resources" to countries that typically wouldn't have access to outside funding, allowing them to invest in stadiums and training facilities. However, critics argue that Fifa does not need this cash injection, as the World Cup is already generating record revenues through hydration break adverts, dynamic ticket pricing, and broadcast rights. Fifa has claimed that the World Cup is "under-monetized," but experts say that this is not true, given the increasing commercialization of the sport. The approach by Fifa to seek outward investment has been seen in other sports and by individual football clubs when cash flow has been a problem.