FIFA je nadaljevala z norostjo, odprla je tiskovno konferenco in plačala vstopnice, pa tudi priložnost za selfie.

FIFA has continued its controversial trend of turning public events into commercial ventures, with the organization recently hosting a media conference in New York that required paid entry and offered fans the chance to take selfies with top officials. The event, part of the broader “Fanatics Fest NYC” organized by the American sports retail company Fanatics, took place ahead of the World Cup final and drew attention for its unique approach to engaging with the media and fans. The two media conferences were held in a large hall at the Javits Center in Manhattan, near Madison Square Garden, rather than on the stadium grounds where matches typically occur. This shift was notable, as such briefings are usually conducted close to the action. The event featured Spain’s coach Luis de la Fuente and Argentina’s coach Lionel Scaloni, both accompanied by one player each. The move to hold these sessions earlier—24 hours before the match, was also unusual, suggesting a deliberate effort to create a separate, more controlled environment for journalists and fans. Tickets for attendance at the media conferences were priced at $81.54, which is approximately €70. This price tag raised eyebrows among observers, given that similar events often offer free access to accredited press. Moreover, ticket holders were promised the opportunity to ask questions during the sessions, though this came with the caveat that access to the microphone was limited and highly competitive. In past instances, journalists have had to wait in long lines just to get a chance to speak, even after securing accreditation. In addition to the standard media access, the event included a special “photo opportunity” that could be purchased separately for an additional $150, roughly €130. While the exact nature of this feature remained unclear, reports suggested that attendees might have the chance to take a selfie with either FIFA President Gianni Infantino or Rio Ferdinand, the organization’s special guest. This arrangement blurred the line between official functions and entertainment, raising concerns about the prioritization of revenue over transparency. The decision to charge for participation in the event reflects a growing pattern within FIFA, where high-profile gatherings increasingly resemble paid spectacles. Fanatics, the organizer behind the event, specializes in selling sports merchandise and memorabilia, indicating a strategic alignment between the organization and private entities. By leveraging such partnerships, FIFA appears to be transforming traditional media interactions into branded experiences, potentially undermining the integrity of journalistic coverage. The choice of venue and timing also highlights a broader strategy to distance itself from the immediate context of the tournament. Hosting the event in Manhattan, far from the host country and the actual competition site, allowed FIFA to control the narrative and audience engagement independently of local conditions. This approach, while effective for marketing, has sparked criticism regarding the lack of accessibility and the perceived elitism of the setup. As the World Cup continues, the implications of such decisions remain uncertain. Whether this represents a new norm or an isolated incident will depend on how future events are managed and whether they continue to prioritize financial gain over public accountability. For now, the event stands as a clear example of how major sporting organizations are redefining their relationship with media and fans through commercial means.