The World Cup, one of the largest and most prestigious sporting competitions on the planet, is for sale. The English Football Association and North and Central America’s Concacaf say they are “deeply concerned” by the plan, which is far from a done deal. The Democratic Republic of Congo has the same power as the new World Cup champion, Spain. All I see for the future of the World Cup is more branding, more commercial advertising masquerading as “hydration breaks”, and higher ticket prices. The World Cup is under siege, with the very real risk of it turning into the sports equivalent of a local restaurant chain swallowed up by private equity.