Fifa's plan to sell World Cup commercial rights faced strong opposition and was abandoned, highlighting a core conflict. The author argues football is a universal common good, not just a commercial asset. The proposal, intended to unlock value, threatened the World Cup's meaning and global ownership. The debate shifted to Fifa's stewardship, warning against the game becoming solely an investment portfolio. The text emphasizes commerce serving football, preserving its unique global role, and ensuring its widespread benefits, rather than empowering a select few investors.