Is football AI-proof and why investors are interested

Tech investors, including Thrive Eternal led by Joshua Kushner, showed interest in acquiring a stake in the World Cup through Fifa’s proposed Forward Enterprise (FFE), aiming to secure long-term value in football's cultural and traditional aspects. The plan, which faced strong opposition and was ultimately dropped, involved a significant investment intended to benefit member associations and enhance domestic football development. Despite Fifa’s claims that the World Cup is already highly profitable, the investment interest highlights ongoing commercial and governance debates within international football.

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