Paddy Power plants mock 'for sale' sign outside FIFA HQ over World Cup stake plan

Paddy Power has taken its latest social media jibe to FIFA's doorstep, placing a satirical sign outside the governing body's headquarters in Switzerland. The mock listing offered FIFA to anyone with the cash, influence, and patience for Gianni Infantino's small talk.

The Flutter Entertainment-owned operator, focused on the UK and Ireland and often considered one of the industry's sharpest marketers, has a long history of irreverent stunts. This one arrives as FIFA faces growing opposition to its plans to sell a stake in the World Cup.

FIFA's $20bn investment proposal

Infantino, a Swiss businessman who drew controversy throughout the World Cup, has proposed creating the "FIFA Forward Enterprise (FFE)" — a $20bn commercial subsidiary that would manage the World Cup and other tournaments. FIFA intends to offload 20% to private investors, raising $4.2bn, with the investor group led by Josh Kushner's Thrive Eternal.

The plan has met firm resistance from UEFA and CONCACAF, both of which insist football is not FIFA's to sell. UEFA has warned that its European nations would boycott the 2030 World Cup if the scheme goes ahead. Backlash has grown since The Times journalist Martyn Ziegler first reported the plan, and Insider Sport reported that Infantino's senior advisor, Carlos Cordeiro, has resigned in protest.

Paddy Power's history of football jibes

Paddy Power previously aimed its social media channels at UEFA's proposed European Super League, a breakaway project that collapsed after international fan backlash. The operator's portfolio of tongue-in-cheek campaigns has covered everything from Premier League and rugby to horse racing and the World Cup. Although the company confirmed redundancies in its marketing department earlier this year, the latest FIFA post suggests its creative team remains as quick-witted as ever.