The strong reaction from UEFA can be seen in light of what the federation considers shortcomings in the process itself - but also an increasingly bitter power struggle. Among other things, UEFA was strongly critical of the fact that a phone call from US President Donald Trump to FIFA President Gianni Infantino conjured up an American suspension during the World Cup.
"It hasn't been an open process, but suddenly a ready-made proposal is presented, with money being offered. But underlying it is a power struggle between UEFA and FIFA," says Lundh.
Lowers the value
UEFA's strong reaction was a necessary and clear rebuke of FIFA, he believes.
Uefa is trying to downplay the value of the proposal. Investors will not be interested unless European teams are involved - Spain, for example, are the reigning world champions in both the men's and women's games. Without Uefa, the plan loses steam.
It is unclear what will happen to FIFA's plan to sell shares of the World Cup to private investors through a subsidiary, a process expected to be led by the brother of Donald Trump's son-in-law, Joshua Kushner.
"This is some kind of chicken race. It remains to be seen whether FIFA dares to go ahead and divide football in a way that has never happened before," says Olof Lundh.
“Kidnapped the whole sport”
He emphasizes that FIFA President Gianni Infantino is still popular in many places and has weathered storms before.
But this time he may have gone a step too far. Infantino has kidnapped an entire sport.
In March 2027, the FIFA Congress will be held in Rabat, Morocco. The question then is whether Infantino will be given the confidence to lead FIFA for another four years.
It will be interesting to see what happens there, says Lundh.
FIFA has 211 member associations.
