Is football AI-proof? Why tech investors wanted a slice of the World Cup

What the report says

Fifa has abandoned a plan to sell a minority stake in the World Cup after strong opposition, but the move has drawn attention to why technology-focused investors were interested in football’s biggest tournament in the first place. BBC Sport reports that a group linked to Thrive Eternal, a spin-off of venture capital firm Thrive Capital, had been exploring the proposal as part of a broader bet that sport will remain valuable, and may even become more important, in an AI-driven economy.

According to the BBC, Thrive Eternal was created in April to invest in areas that have qualities technology cannot easily duplicate. The firm, led by Joshua Kushner, has already backed artificial intelligence companies and other sports assets, and was reportedly considering a bid for a slice of Fifa’s proposed Forward Enterprise structure. The idea, as described by a source close to the firm, was not a quick-return investment but one designed to hold value over decades while directing more money upfront to national associations for development work.

The article says the World Cup appeal rests on football’s tradition, identity and cultural weight, which investors believe could protect it from disruption that may affect film, music and other entertainment sectors. It also notes that Fifa’s push raised governance concerns, while critics questioned whether the governing body needed outside capital at all given growing tournament revenues.

More broadly, the BBC suggests the episode reflects a wider trend of private investment moving into sport. Even though this specific plan has been dropped, interest in football from US and technology-linked investors appears unlikely to fade soon.