Melbourne: FIFA's push to open the World Cup to private equity marks a dramatic attempt to reshape the commercial landscape of global soccer, while opening a new front in a long-running battle with Europe for power and control over the massive wealth generated by the sport.
The global governing body led by Gianni Infantino plans to create a $20 billion subsidiary to run the World Cup and other FIFA events, offering stakes of up to 20% to external investors in a move condemned by UEFA as putting the game's "soul" up for sale.
