The World Cup is not a product. The World Cup is not a product. If members approve the plan, FIFA said it could more than double funding to its member associations from $8 million to $20 million a year, a huge sum for the majority of FIFA members. Infantino defended the plan as a way to spread the wealth generated by the World Cup globally. FIFA and Infantino have been sharply criticized for the commercialization of the recent World Cup, held in the U.S., Canada and Mexico.