FIFA’s Future in a Changing International System

The Federation of International Football Associations (FIFA) has shown the most consistent ability to reinvent itself and to increase the commercial potential of the game. In doing so it has followed the fundamental principles of capitalism, using innovation and growth as the basis for success. This has led the sport to become the most popular in the world, with the men’s World Cup finals averaging over a billion viewers. It is not only the viewing audience of the World Cup that makes the game so popular of course: domestic football—particularly the leagues of England, Spain, Italy, and Germany—has found audiences around the world. While FIFA has been inventive in its marketing and promotion of the game, it faces a new challenge. Some say this comes from nations engaging in sportswashing, while others argue that there is a power shift taking place in the international system and that the idea of sportswashing is of little importance to most of the world. This article examines both phenomena to discuss FIFA's ability to remain inventive and boost the prospects of the global game.