Money has long been accused of ruining football, but the real issue lies in the struggling business of World Cup football. Despite the tournament's pretences, the retailers, television stations, brewers, and betting houses that make up the sport's corporate team are an ageing and injury-prone lot.
On the pitch, players proudly wear their national badge on one side and logos of faltering sports brands on the other. Nike, Adidas, and Puma are worth less than they were in 2018, with shares in the American firm collapsing by three-quarters since its peak in 2021.
The industry's slump is partly due to a lack of exciting new products, with Adidas' 'Trionda' football being a forgettable design and Nike's 'Aero-FIT' shirts having stitching issues.
The introduction of 'Powerade Hydration Breaks' has also been met with criticism, with fans accusing FIFA of allowing television stations to show more advertisements.
Brewers are also struggling due to a wave of temperance among young people, with the England squad's promotion of sobriety not helping the industry's cause.
The World Cup might be the perfect antidote to this excessive prudence, but the tournament's impact on the business of football is uncertain.
