Fifa has reversed its decision to sell a portion of the World Cup's commercial rights, citing intense opposition from stakeholders and threats of future boycotts.
The governing body's abrupt retreat marks a significant setback for its strategy to unlock value from the tournament's intellectual property through direct market participation.
Calls for the resignation of President Gianni Infantino have intensified following the controversy, underscoring the political risks associated with the initiative.
The plan had attracted interest from technology investors seeking exposure to the intersection of sports and artificial intelligence.
These investors were drawn to the potential of integrating advanced AI-driven analytics and fan engagement tools into the global broadcast.
The interest reflected a broader trend of capital flowing into sectors where technology can enhance traditional media experiences.