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Glen Mikkeliv, the European Union Commissioner for Youth, Culture, and Sport, criticized FIFA's proposal to create a company to manage its commercial activities and organize the World Cup. He considered that this initiative raises legal competition issues and leads to excessive commodification of football, which damages its originality and threatens its independence. He pointed out that the plans involve attracting external investors without full controlling rights, raising concerns about conflicts of interest and the potential for financial interests to interfere with regulatory decisions. The European Union has issued an internal study within its authority regarding the impact of these plans.
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