FIFA has scrapped its proposal to establish a separate company dedicated to marketing the World Cup. The decision comes after considerable debate and opposition to the plan, spearheaded by Gianni Infantino. Infantino stated that the project sparked “divisions” that ultimately undermined its initial objectives, regardless of the level of support it received. He acknowledged that the fractures created by the proposal outweighed any potential benefits. The plan aimed to give FIFA more control over World Cup commercial revenue, but faced resistance from confederations concerned about losing influence. This reversal marks a significant shift in FIFA’s strategy regarding World Cup marketing and revenue generation.