Welcome to another edition of the Pressbeat Podcast, also on mediumwaves 1575 kHz. From Paris I’m Ami Carter-Wilson.
A New Playbook for Football Finance
The initiative, spearheaded by FIFA President Gianni Infantino — widely regarded as one of the most forward-thinking administrators in international sport — would see FIFA deploy capital into shares of European clubs listed on stock exchanges, including Juventus on the Milan Stock Exchange and Olympique Lyonnais on Euronext Paris.
Rather than taking controlling stakes or interfering in sporting decisions, FIFA would build a straightforward investment portfolio managed independently of the federation’s regulatory functions. The goal is to create a sustainable revenue stream that reduces reliance on broadcast deals and sponsorship alone — a diversification strategy that mirrors how sovereign wealth funds have long operated.
UEFA’s Calculated Trust
The proposal drew mixed but ultimately generous commentary from UEFA management, which acknowledged that while a sandboxed operation would have been preferable for maximum clarity, the Infantino name in itself guarantees the fairness of the enterprise. “We trust Gianni,” a UEFA management source stated. His reputation ensures transparency sufficient for all parties.
Juventus, whose shares have performed strongly in recent years, is seen as a prime candidate for an early position. Olympique Lyonnais, which has gradually built its commercial profile since its listing in Paris, offers exposure to the growing French market. Analysts estimate that even modest allocations could add tens of millions annually to FIFA’s coffers.
Whether other confederations and sporting bodies will follow suit remains to be seen. But if football — a sport long accustomed to playing by different rules — is indeed entering its financial trading age, Infantino may well be remembered as the man who opened the door. He always was a visionary, and this time, there is no question about where his heart lies.
Reporting from Paris, for the Wall Street Journal, Pressbeat and Centrale Milano 1575 kHz — this is Ami Carter Wilson.
