Finals countdown
With Gold Digger , Issue 1677
gianni-infantino.jpg
GOLD RUSH: Fifa's Gianni Infantino is on a commercial mission
A LOOK at where Fifa is getting its World Cup finals money from shows that, while Qatar in 2022 and the one in equally unsuited Saudi Arabia in 2034 showcase sportswashing at its finest, this jamboree in the US, Canada and Mexico is also on full spin.

Excluding spending by the hosts themselves, it appears to be washing more Gulf money than the Qatar event did.

Two years ago Saudi Arabia's biggest company, state-owned oil giant Aramco, was announced as “Fifa's major worldwide partner... with sponsorship rights for multiple events including the Fifa World Cup 2026TM and Fifa Women's World Cup 2027”. The deal is reported to be worth more than £100m annually.

More than 100 women players wrote to Fifa to call the deal “a middle finger to women's soccer”. But money speaks louder than such words, and a few weeks later the Saudis' fat cheques – sorry, commitment to the people's game – secured the 2034 men's finals for the country.

Skin in the games
Then, last month, just four weeks before the 2026 event kicks off, Fifa president Gianni Infantino unveiled yet more Riyadh readies, naming Saudi Arabia's Public Investment Fund as “official tournament sponsor”, with the names of two of its businesses put up in lights: gaming company Savvy and theme-park-in-the-desert Qiddiya City (which, incidentally, is being built with the help of guarantees from the UK taxpayer over $700m of funding).

Add in partnerships with Qatar Airways and Abu Dhabi-owned “prediction market” company Predictstreet (see last Eye) – all likely to be providing nine-figure sums – and the reliance on the Gulf becomes clear.

Fifa runs its finances on four-year programmes, with the men's World Cup finals the crowning glory of each. In the 2023-26 period, sponsorship was expected to come to $2.85bn (out of total Fifa income of $13bn), compared to $1.80bn (out of $7.57bn) over 2019-22 – almost a 60 percent rise.

The current amounts may go higher, as these figures were published before some of the big Gulf backers came in.

Eyes on the prize
The other big money-spinner, selling TV rights, is expected to raise $4.26bn, up 25 percent on the previous period and much helped by increasing the number of teams in the competition from 32 to 48 (including those footballing giants Curaçao and Cape Verde) and the number of matches going from an already patience-trying 64 to 104.

Meanwhile, even for the less stellar matches, tickets and hospitality are priced at levels that turn the event into a corporate bash rather than something for the typical fan. The $949m income in the previous period from hospitality and ticket sales is expected to more than treble to $3.1bn, 97 percent of it from the 2026 finals themselves.

If recent reports are anything to go by, this number could also go up as pricing practices in the weeks leading up to the event emerge. A couple of weeks ago, attorneys-general in New York and New Jersey subpoenaed Fifa as part of an investigation into price-rigging by, for example, faking the scarcity of tickets.

When the Eye looked at Fifa's offers a couple of weeks ago, a ticket and food at, say, Haiti v Scotland would cost around $3,000.

Exactly how Fifa spends its riches, despite officially not breaking even, is hard to establish.

Projected spending on the 2026 finals themselves was put at $3.7bn, but the breakdown of this isn't exactly illuminating. $334m is budgeted for “other Fifa World Cup items” and $113m for “special events”. Fifa declined to provide further explanation to the Eye.

Franc exchanges
While the bad old days of Fifa corruption are of course over, there are still plenty of goodies for the insiders, especially those around the Zurich boardroom. In 2025 Infantino's bonus increased by 33 percent to around 2.2m Swiss francs, taking his total pay to CHF4.8m (£4.6m). His secretary general gets by on CHF2.4m, while non-executive chairs of a number of Fifa committees, including its one for ethics, trouser CHF250,000.

Doubtless the resounding success that World Cup 2026 will be pronounced will provide yet more.

So much for the people's game – unless the people are the wealthier fans, executives and hangers-on, and of course the sheikhs.

COLUMNISTS
Issue 1677
agri brigade
With Bio-Waste Spreader: “The government has set out its latest ‘carbon budget', which aims to cut UK greenhouse gas (GHG) emissions by 87 percent by 2040. Such an ambitious objective is certain to target agriculture, which accounts for more than 10 percent of UK GHG emissions (mostly via methane from cattle farts and burps, and nitrous oxide from synthetic fertilisers and soil cultivation). But what are the implications of the radical changes in food production needed…”
medicine balls
With MD: “MD had the honour of compering the British Medical Journal medics' revue on 15 May, and was delighted to learn that barely half of an audience of supposedly politically engaged doctors could name the new health secretary, including a professor who had recently been sacked by NHS England. The best he could offer was ‘some Treasury wonk with no health experience'. With the decline of NHS England, the new health secretary has a lot of power. Will he use it wisely?…'”
signal failures
With Dr B Ching: “The latest review of the HS2 fiasco is meant to be instructive for the entire public sector, but the government hasn't shown it understands the ‘lessons' even for the railways. The review by former senior civil servant Stephen Lovegrove explains it was ‘inevitable that some form of arm's-length body was established to deliver HS2'. But a bespoke HS2 body wouldn't have been needed had the Tories not smashed British Rail into smithereens in the 1990s…”
us eye
With Lady Liberty: “In the summer of 1876, Philadelphia hosted a world's fair marking the centenary of the Declaration of Independence… The fair was a great celebration of American triumph, marred only by the news that General Custer had been killed, along with all his men, at the battle of the Little Bighorn. Fast forward to 2026 and another American military adventure is going badly. But of course, that hasn't stopped Donald Trump's plans to turn ‘America 250' into a big ol' celebration of himself…”
eye tv
With Remote Controller: “Struggling with being a British Broadcasting Corporation in a UK where single country nationalism dominates the politics of all four nations, the BBC might have thought harder before commissioning for its men's World Cup warm-up Dear England, adapted by James Graham from his 2023 (revised 2025-26) stage play about coach Gareth Southgate's attempts to end between 50 and 58 years of hurt in international tournaments…”
keeping the lights on
With Old Sparky: “In its 2024 manifesto, Labour set out clear plans for major new climate policy energy projects: nukes and windfarms, extensions to the electricity grid, large-scale manufacture of hydrogen for use as a fuel, and carbon capture and storage (CCS) via extensive onshore pipeline networks. It also clearly telegraphed the changes it is now making to planning laws, allowing ministers to push through these and other big projects with greatly reduced scope for public opposition, appeal or legal review...”
music and musicians
With Lunchtime O'Boulez: “Having been described in the Hodge Review as crippled by bureaucracy and ideology, Arts Council England (ACE) has been working overtime to change its spots. It recently ditched Let's Create, the policy plan that prioritised socio-political agendas over artistic excellence. Now we learn ACE's chairman Nicholas Serota will not be given the third term in office he wanted – and is to be replaced by ‘veteran TV exec' Dawn Airey…”
eye world
Letter from Seoul
From Our Own Correspondent: “K-Pop legends BTS can ditch their camo tactical gear for more familiar designer clobber after completing their military service in the South Korean army. Arguably the most successful music act of the 21st century, the group's comeback album, Arirang, shot straight to number one in the Billboard charts when it was released in March, notching up the highest one-week sale by a group since records began in 2014. Conscription though is the ultimate leveller…”
To read all these columnists and more in full, get the latest edition of Private Eye - you can subscribe here and have the magazine delivered to your home every fortnight.

Next issue on sale: 25th June 2026
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Private Eye Issue 1677
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Extreme weather hits Nurseryland... Who or what is a Palantir?... Lines on the recent Historic Developments in Operation Branchform... Keir Starmer admits using ‘disappearing function'... Conspiracy update: virus special... What do we call the new $250 bill?... World war excitement kicks off!... Is Ebola going to be on the plane?... Michael Heseltine on the beach, as told to Craig Brown

A Murray dance
MD on the new health secretary

On message
Hacks' mysterious Mandelson access

Party's over
Donald Trump's birthday blues

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