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

But why were a group of tech investors interested in the World Cup in the first place, and are similar proposals in the future inevitable? In a world in which AI could upend human recreation and pastimes, executives at Thrive Eternal, a spin-off of.

The football World Cup was seen as the latest in a new strategy from the firm, which believes that sport will not only survive the AI revolution, but grow in value. Run by Joshua Kushner, the brother of US Donald Trump's son-in-law and adviser.

What Happened

But in April this year, the New York City-based entity created the new investment arm Thrive Eternal in order to invest in areas that have "qualities that cannot be replicated by technology". Sport is central to that strategy, and that is where.

• The source said investors preparing to stump up the $4.2bn (£3.1bn) initial investment were doing so with the view of not seeing any return for a "long period of time - decades", due to.

• They higlighted had the FFE proposal been activated, it would have given each member association a stake worth as much as $91m each based on its $20bn valuation - stressing that the equity would.

• Fifa has claimed the World Cup is "under-monetised", but hydration break adverts, dynamic ticket pricing and record broadcast and sponsorship rights have put the 2026 edition on track to generate record revenues.

Key Details

The view is that the tradition, cultural and identity aspects of football will protect the sport from being upended by AI compared with other forms of entertainment such as movies and music, which are already seeing the technology start to replace humans..

• More countries equal more viewers, which equals more money.

• The 48-team tournament and potential for an even bigger 64-team competition gives a view of further commercial opportunities.

• But some question where Fifa - and the World Cup - needed this cash injection.

Why It Matters

He said investment interests and commercialisation in general meant a lot of decisions were being made on behalf of football and fans "in Wall Street and Silicon Valley". While it raised governance questions for Fifa, he added: "Whether people like it or.

• US investment in football is not new, and the amount of American dollars being poured into English and other European clubs has been growing broadly since the Glazer family bought Manchester United more than.

• In England, the business of football has exploded, especially since the establishment of the Premier League, so much so that the financial rules, transfer deals and boardroom gossip have become just as popular conversation.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by BBC as more details emerge