Fifa's plans to attract tech investment faced a backlash, with critics questioning the wisdom of opening its coffers to Silicon Valley. Yet, in a world where artificial intelligence is transforming numerous industries, football seems uniquely resistant.

Executives at Thrive Eternal, a spin-off from venture capital firm Thrive Capital, saw an opportunity amidst the AI revolution. They believed that sport could not only endure this technological shift but also thrive, especially football with its rich cultural and identity roots.

The strategy was to invest in 'iconic franchises' like baseball teams and perhaps even a new NBA franchise, aiming for long-term gains rather than quick profits. The idea was to channel resources to countries that might not otherwise have access to such funding, enhancing their infrastructure and training facilities.

Despite the potential benefits, some argue that Fifa doesn't need this influx of cash. With revenues from hydration breaks and dynamic ticket pricing on track for record highs, the 2026 World Cup could generate unprecedented wealth. However, the real question remains: can tradition withstand the encroachment of technology?

The future of football is far from certain, but one thing's clear – the game is not-proof against change.