Under the plan, ‌FIFA would establish FIFA Forward Enterprise (FFE) to oversee “commercial and event operations.” FIFA is one of the world’s wealthiest sporting organisations, generating billions of dollars in revenue, largely from broadcasting rights, sponsorship and other commercial deals linked to the World Cup. “Football is the world’s most popular sport and an extraordinary engine of human and social development,” FIFA President Gianni Infantino said in a statement. “The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell,” Burnham wrote on X.