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Pouring the World Cup windfall straight back into member associations is FIFA's smartest move in years. Smaller federations and women's and youth programs finally get real money instead of scraps — up to $25 million now from $1 million in 2016 — and a simple, traditional funding formula beats a confusing scheme nobody trusted. That's growth the whole sport can feel.
Suddenly finding billions for member associations proves the push to sell chunks of the World Cup to private investors was never about helping anyone but the people selling it. Flashing cash at voters just before nominations close looks far less like development policy and more like an election strategy. Soccer deserves better stewardship than that.