Carlsberg's 'hydration break' jab spotlights growing corporate rift over FIFA stake sale
KO•FIFA's proposed sale faces opposition from football bodies
Carlsberg is not a FIFA sponsor but has a sponsorship agreement with European soccer body UEFA, which has voted to boycott FIFA competitions unless Infantino abandons his plan to create a $20 billion subsidiary and sell minority stakes to outside investors.
The growing row has put Infantino's plans under pressure. A senior adviser resigned on Friday in protest, calling the proposal "a bad deal for football," while UEFA and regional confederations have united in opposition.
Despite the backlash from football authorities, FIFA's plan to sell a minority stake in a new commercial entity could give key sponsors such as Coca-Cola KO.N, Adidas ADSGn.DE and Visa V.N a fresh way to reach fans, though branding experts warn the move risks over-commercializing the sport.
On Tuesday, FIFA proposed creating a unit to oversee the commercial and event operations of the World Cup and its other competitions, offering stakes of up to 20% to external investors led by Joshua Kushner's Thrive Capital.
