Lay’s, a brand that has been bringing people together for generations, is building on its commitment to celebrating soccer fandom by becoming an Official snack of both the FIFA World Cup 26™ and FIFA Women’s World Cup 2027™. The exciting new partnership brings together two titans – the world’s favorite chip brand and the world’s biggest and most popular single sporting event for men and women – to spread the joy of the game to millions of fans worldwide. As Official Sponsor, Lay’s, alongside an iconic portfolio of food brands including Doritos®, Cheetos®, Tostitos®, Ruffles®, Quaker® and Gamesa®, will bring fans closer to the game than ever before with exclusive experiences, merchandise, consumer activations and more.

“Partnering with FIFA marks a significant milestone for our business and ambition to embed Lay’s and our extended portfolio of food brands deeper into football culture,” said Jane Wakely, Chief Consumer and Marketing Officer and Chief Growth Officer, International Foods – Lay’s. “Football is one of the world's biggest passion points, and this historic partnership allows us to bring the excitement and reach of the FIFA World Cup and the FIFA Women’s World Cup together with the joy and fun of our iconic brands across the world.” 

On announcing the deal, FIFA President, Gianni Infantino said: “We’re delighted to extend this partnership with Lay’s and strengthen our collaboration as we head into a historic period for FIFA and the wider soccer community. After being involved in the last FIFA World Cup and FIFA Women’s World Cup, we’re proud that Lay’s has shared in our trust, vision, and ideas for the development of the global game and has joined us on this journey into the future. Together, we will create special experiences for fans worldwide.”

The FIFA World Cup 26™ will be the first edition to feature 48 teams and to be hosted across three countries – United States, Mexico and Canada – while the FIFA Women’s World Cup™ will be held in South America for the first time in 2027. With the two tournaments set to make history, Lay’s is joining the hype by rewarding soccer fans in new and unexpected ways. The brand will break new ground in 2026 by recognizing and rewarding the “Fan of the Match” at every match, spotlighting those in the stands whose passion and energy bring the beautiful game to life, and providing them with one-of-a-kind experiences.

Additionally, Lay’s, and the full portfolio of food brands, will engage fans on a global scale via in-store and digital promotions leading up to the FIFA World Cup 26™ and the FIFA Women’s World Cup 2027™. The brands will also be prominently featured on the pitch during every match through LED stadium display board exposure, press conference backdrops, as well as products sold across concession stands. Going beyond the stadiums, Lay’s and the iconic food portfolio will deliver immersive consumer experiences at FIFA official fan zones across host cities.

  Lay’s has established a strong legacy with FIFA and the world of soccer fandom. The brand has led massive culture-defining initiatives, including the No Lay’s, No Game platform, which has created viral moments with soccer mega-stars like David Beckham and Thierry Henry. The legendary duo, earlier this year, stunned an entire stadium of 75,000 cheering fans as they orchestrated an epic hunt for Lay’s.  The brand additionally launched the instantly iconic Oh Lay’scampaign which took the traditional “Olé, Olé, Olé, Olé” mantra and put a Lay’s twist on it with the help of the G.O.A.T., Lionel Messi.

Top European leagues and players' union FIFPRO have launched legal action against FIFA, accusing the governing body of abusing its dominant position and harming player welfare by oversaturating the calendar.

The European Leagues – a body representing 39 leagues including the Premier League – has filed a complaint to the European Union's antitrust regulators.

The move comes amid controversy regarding the calendar, with the first edition of FIFA's expanded Club World Cup set to take place in the United States next year.

Last month, Real Madrid coach Carlo Ancelotti suggested the European champions could boycott the competition, only for Los Blancos to subsequently confirm their participation in a statement.

FIFPRO launched legal action against FIFA at the Brussels court of commence in the ensuing days, claiming the decision to schedule the Club World Cup had violated players' rights.

The union has now joined a number of leagues in taking the issue to EU lawmakers, with a joint statement reading: "The international match calendar is now beyond saturation and has become unsustainable for national leagues and a risk for the health of players.

"FIFA's decisions over the last years have repeatedly favoured its own competitions and commercial interests, neglected its responsibilities as a governing body, and harmed the economic interests of national leagues and the welfare of players.

"National leagues and player unions, which represent the interests of all clubs and all players at the national level and regulate labour relations through collectively agreed solutions, cannot accept that global regulations are decided unilaterally.

"Legal action is now the only responsible step for European leagues and player unions to protect football, its ecosystem and workforce from FIFA's unilateral decisions."

Madrid and Manchester City are among 12 European clubs to have booked a spot at the first 32-team Club World Cup, due to their recent Champions League successes.

Chelsea, Bayern Munich, Paris Saint-Germain, Inter and Juventus will also feature, with most qualifiers being determined by a ranking system that awards points for victories in the Champions League.

Brazil have seen off competition from a joint bid by Belgium, the Netherlands and Germany to earn the right to host the 2027 Women's World Cup.

The United States and Mexico were thought to be favourites to host the next edition of FIFA's showpiece women's football tournament, but they withdrew their bid in April.

They signalled their intention to focus on a bid for the 2031 tournament, while a South African bid for the 2027 event was also withdrawn last November.

That left Brazil and the joint European bid as the only contenders, and on Friday, it was confirmed the 2027 tournament will be the first to be held in South America.

"Congratulations to Brazil," FIFA president Gianni Infantino said.

"We will have the best World Cup in Brazil. Many thanks as well to the BNG bid, who have been fantastic."

The decision was made at FIFA's annual congress in Bangkok, becoming the first Women's World Cup to be awarded via an open vote of member nations.

Brazil – the host nation for two men's World Cups in 1950 and 2014 – garnered 119 votes to their rivals' 78. 

Brazil had launched a bid to hold the 2023 tournament, only to withdraw it due to the COVID-19 pandemic in 2020. Australia and New Zealand ultimately co-hosted, with Spain beating England in the final for their first world crown.

Stronger enforcement on time-wasting goalkeepers was the major development to emerge from the annual meeting of football’s lawmakers as plans to extend sin bin trials to higher levels of the sport were quietly dropped.

Fans could be encouraged to join in countdowns on goalkeepers holding on to the ball too long in proposals approved by the International Football Association Board (IFAB) in Scotland on Saturday.

In competitions taking part in the trial, goalkeepers would be able to hold onto the ball for eight seconds instead of six and the sanction for holding on too long would be a corner or a throw-in in line with the penalty spot, rather than an indirect free-kick.

The plan was one of three trials approved for use in domestic competitions below the top two tiers, with the other two focusing on helping improve player behaviour towards match officials.

But the use of sin bins for dissent will remain at grassroots level for the time being.

FIFA president Gianni Infantino had already ruled out the use of blue cards for temporary dismissals on the eve of the meeting on the banks of Loch Lomond, and did not attend the media conference afterwards before the board headed off to watch St Mirren take on Aberdeen.

The PA news agency understands blue cards had been set to be part of a trial of sin bins at higher levels which were close to publication last month.

But they will not now be extended to higher levels – or to punish tactical fouls – any time soon despite FIFA referees committee chairman Pierluigi Collina claiming in November that discussions were under way about using them in “professional or even high professional football”.

The only developments were two refinements to the current grassroots trials, which will see sin bin yellow cards count towards a potential red card, and players having to wait for the next stoppage before their 10-minute period in the sin bin ends.

Scottish Football Association chief executive Ian Maxwell said: “The sin bin proposal definitely hasn’t gone further backwards.

“We’ve updated the protocol so we will assess how that works in that environment before we decide on what the next steps of those trials would be and if we start to take that further up the football pyramid.”

Football Association chief executive Mark Bullingham added: “If the trials at the lower levels work, of course the conversation continues throughout the pyramid.”

Bullingham admitted the news emerging in February had created a challenge as Premier League managers such as Tottenham’s Ange Postecoglou criticised the plans.

“I don’t think that was ever the intention for the trial to start in the Premier League,” he said.

Two trials linked to player behaviour which were approved were the ability for referees to create zones around themselves which only captains can enter, and for referees to order cooling-off periods where both teams would be required to retreat to their penalty areas.

Plans to tackle time-wasting will see a trial to increase the limit that a goalkeeper can hold on to the ball from six to eight seconds – but actually enforce it. It was recognised that referees are reluctant to give indirect free-kicks in the box, so the punishment could be a corner or a throw-in to the opposition instead.

Bullingham said: “The idea is, once the goalkeeper has got the ball under control, and the referee puts up his hand so that the (last) five seconds gets counted down, you’ll see the crowd respond to that and the other players will.”

The FA chief executive envisages some of the trials could take place in the lower levels of the English Football League or the National League.

“What level we will look at is an open discussion, I’m sure we’ll get that discussion with the relevant leagues,” he added.

Other law changes include the option for competitions to introduce additional permanent concussion substitutions – something which has been trialled in the Premier League since the 2020-21 season. But calls from leagues and players’ unions for temporary subs to allow for head injury assessments were not taken up.

There were no discussions on extending the scope of VAR checks and the only nod to improving the communication between match officials and clubs and supporters over decisions was the move to extend FIFA’s trial where the referee publicly announces their decision and potentially their reasons.

The scheme was in place during last year’s Women’s World Cup and FIFA secretary general Mattias Grafstrom confirmed it will be further trialled at the Olympics this summer.

The committee did not discuss the prospect of broadcasting conversations between referees and video assistants live, or releasing audio on a regular basis.

Maxwell said: “VAR has not been in too long in Scotland and we are working through that process with the rest of football to try to increase that engagement and understanding.”

Two new trials to improve player behaviour and one aimed at reducing time-wasting have been approved by the game’s lawmakers, the International Football Association Board.

Here the PA news agency looks at what we know, with the full detail of the protocols set to be published in the coming days.

All three trials will initially be open to competitions up to and including a country’s third tier, so as high as League One in English football.

CAPTAIN-ONLY ZONES

The referee can create a captain-only zone at any stage, but it is most likely to be used following major decisions and to prevent significant confrontations, and situations where a referee feels intimidated or threatened. Once created, no players other than team captains will be allowed to enter.

Any other player entering the zone should be cautioned for dissent.

COOLING-OFF PERIOD

Referees in competitions which adopt the trial will be able to suspend play in the event of significant confrontations and initiate an official cooling-off period.

Once the referee has called for a cooling-off period, players must go to their respective penalty areas, or another area as indicated by the referee.

THE EIGHT-SECOND RULE

In this trial, goalkeepers will be able to hold onto the ball for eight seconds instead of six. Competitions operating the trial will be able to opt for one of two choices of restart – the opposing team having a corner or a throw-in.

Currently goalkeepers who hold on for longer than six seconds should be penalised with the award of an indirect free-kick in the penalty area to the opposing team. The IFAB has received feedback that the six-second rule is rarely enforced because it is felt that the sanction is too extreme, and over the difficulty of managing an indirect free-kick in the 18-yard box.

Referees will count down the final five seconds on the fingers of one hand to clearly signal to goalkeepers how long they have left.

A sin bin trial featuring blue cards was conspicuous by its absence as football’s lawmakers set out plans to improve player behaviour on Saturday.

The PA news agency understands blue cards were set to be part of a trial of sin bins at higher levels of the sport, with details of the trial having been close to publication by the International Football Association Board (IFAB) last month.

Media reports about blue cards published on February 8 drew a negative response on social media and from the likes of Tottenham boss Ange Postecoglou, and plans to publish the trial details were delayed pending further talks at Saturday’s annual general meeting.

FIFA president Gianni Infantino said on Friday night he “wasn’t aware” blue cards were intended to be used in the trial and said his organisation was “completely opposed” to the idea, and an IFAB press release issued on Saturday mentioned two other protocols designed to help referees regulate player behaviour had been approved – giving referees the option to create captain-only zones and cooling-off areas in the event of mass confrontations.

But there was no mention of the sin bin trial or blue cards, only that “current guidelines to temporary dismissals in youth and grassroots football” had been “improved”.

“Any potential wider application will only be considered once the impact of these changes have been reviewed,” the release said.

FIFA president Gianni Infantino has emphatically ruled out the prospect of blue cards playing any part in a future sin bin trial.

The cards were set to be the signal which would be used by referees to show that a player had been temporarily dismissed in sin bin trial protocols which were due for publication on February 9, and had been signed off at a board meeting of the game’s lawmaking body, the International Football Association Board, earlier that week.

However, when reports about blue cards circulated on February 8 they received a largely negative reaction, and the IFAB pulled the plug on the day scheduled for publication, citing the need for further talks at the organisation’s annual general meeting this weekend.

On the eve of Saturday’s meeting in Loch Lomond, Infantino said: “There will not be any blue cards used at elite level. This is a topic that is non-existent for us.

“FIFA is completely opposed to blue cards. I was not aware of this topic. I’m the president of FIFA, and I think FIFA has a say in the IFAB. So, I don’t know if you want the title, ‘It’s red card to the blue card’!

“Every proposal and every idea has to be treated with respect, of course. But, once you look at it, you also have to protect the game, the essence of the game, the tradition of the game, and there is no blue card.”

The introduction of a blue card at the level initially envisaged in the trial would have been the biggest single change in the management of player discipline since the introduction of red and yellow cards at the 1970 World Cup.

It is understood the trial itself will continue to be developed, but it is expected it will now take place at a much lower footballing level than was anticipated by the original February 9 protocol, which was set to encourage applications from all but the very top-level competitions.

The Football Association, one of the five bodies which makes up the IFAB, had been understood to have been interested in running a trial in the men’s and women’s FA Cups in the future, before the furore around blue cards.

The trial will also require a new signal to be used instead of the blue card. In grassroots football, referees show a yellow card and point to the touchline.

There are also set to be further talks on Saturday about whether any sin bin trial should include tactical fouls, as well as dissent. Also under the original protocol, all players on the pitch, including goalkeepers, could be temporarily dismissed.

Sin bin trials were one of four protocols set for publication last month before the blue card story broke.

The IFAB is also seeking to trial allowing referees the option of creating a ‘captain-only zone’ around them when they feel threatened or intimidated, and a trial where referees can send teams to their respective penalty areas to cool off in the event of mass confrontations.

All of these, including the sin bin protocols, are ultimately intended to improve player behaviour at higher levels, something Infantino has said is essential to set the right example to young players and ensure people still feel safe, and encouraged, to be referees.

Another trial that had been set for publication on February 9 concerned how long goalkeepers can handle the ball, and how play should restart when they hold on too long.

Currently keepers can hold on for six seconds and anything over that is supposed to be penalised with an indirect free-kick, but lawmakers are concerned this is not being properly enforced which is why a trial has been developed.

The management of head injuries is also on the AGM agenda.

The World Leagues Forum and world players’ union FIFPRO have again written to the IFAB asking for permission to trial temporary concussion substitutes, something which was again rejected at last year’s AGM in London.

The player union and domestic league in Scotland, this year’s host nation for the AGM, are among those seeking the right to conduct such a trial.

“From our perspective, we have a responsibility to those former players who are sadly living with dementia,” PFA Scotland chief executive Fraser Wishart said.

“But we also have to take responsibility as a game – whether it’s the unions, leagues, the government bodies – for current players and future players, to minimise the chances, as much as we possibly can, of players getting dementia. We’re involved in this initiative because we do feel that temporary concussion subs are the next step forward.”

Trials of permanent concussion substitutes were first approved by the IFAB in December 2020.

FIFA president Gianni Infantino has called for the implementation of an automatic forfeit of games for teams whose fans commit racist abuse after the “totally abhorrent” incidents at Udinese and Sheffield Wednesday.

AC Milan’s players walked off the pitch after France international goalkeeper Mike Maignan reported hearing monkey noises coming from a section of the crowd at the Stadio Friuli.

Coventry’s Kasey Palmer said he received similar abuse similar abuse at Hillsborough and their 2-1 win was stopped for several minutes while the match officials spoke to both managers.

Milan’s players eventually returned to secure a 3-2 victory in added time but Infantino said there should be harsher punishments.

“As well as the three-step process (match stopped, match re-stopped, match abandoned), we have to implement an automatic forfeit for the team whose fans have committed racism and caused the match to be abandoned, as well as worldwide stadium bans and criminal charges for racists,” he said in a FIFA post on X.

“FIFA and football shows full solidarity to victims of racism and any form of discrimination. Once and for all: No to racism! No to any form of discrimination!

“The events that took place in Udine and Sheffield on Saturday are totally abhorrent and completely unacceptable. The players affected by Saturday’s events have my undivided support.

“We need ALL the relevant stakeholders to take action, starting with education in schools so that future generations understand that this is not part of football or society.”

Maignan said something had to change as racist abuse has been part of football for too long.

“This shouldn’t exist in the world of football, but unfortunately for many years this is a recurrence,” he told Milan TV after confirming he heard fans making monkey noises.

“With all the cameras present and sanctions for these things, something must be done to change things.

“We all have to react, we must do something because you can’t play like this.”

Milan and city rivals Inter have both publicly supported Maignan, Serie A said it “condemns all forms of racism”, while France striker Kylian Mbappe said “enough is enough”.

“You are very far from being alone Mike Maignan. We are all with you. Still the same problems and still NO solution. Enough is enough. NO TO RACISM,” Mbappe posted on X.

Former England and Arsenal striker Ian Wright applauded the “solidarity” in the Milan side and urged teams to “keep walking off” when they hear abuse and called for stronger sanctions.

He wrote on X: “We did ‘playing through it’ and nothing has changed. Points deductions needed, the fines are pointless.”

However, Coventry midfielder Palmer admitted he was sceptical things would change in the game, also writing on X: “Racism is a disgrace… it has no place in the world, let alone football.

“I’m black and proud and I am raising my three kids to be the exact same. I’ll be honest, it feels like things will never change, no matter how hard we try.

“Couple fans doing monkey chants don’t define a fan base – I appreciate all the love and support I’ve received.”

Coventry owner Doug King and manager Mark Robins condemned the abuse and offered their full support to Palmer, while Sheffield Wednesday said they were “shocked and saddened” by the alleged incident and anyone found culpable will face “the strictest possible sanctions from both Sheffield Wednesday and the law”.

Saudi Arabia's emergence as the sole bidder to host the 2034 FIFA World Cup is no surprise and could be part of a major power shift to affect football in the next few years.

That is the view of sports finance expert Dan Plumley, who also says FIFA will find it difficult to avoid political questions when Saudi oil company Aramco becomes the governing body's highest-paying sponsor.

FIFA confirmed in October that Saudi Arabia was the only country to submit a bid to host the 2034 World Cup before the deadline, making a second tournament in the Gulf a mere formality.

The announcement came less than a year after the 2022 tournament was held in Qatar, a decision which was roundly criticised due to the country's poor human rights record and criminalisation of same-sex relationships. 

Saudi Arabia's bid to host football's most iconic tournament comes after the state's Public Investment Fund took direct control of four Saudi Pro League clubs, attracting big names including Karim Benzema, Neymar and Sadio Mane to a league which already contained Cristiano Ronaldo.

Plumley foresees the country emerging as a football powerhouse over the next decade, with the World Cup playing a major role in that vision.

"I don't think it's a surprise, I think that you can see the power shift, the dynamics changing in world football," he told Stats Perform of the 2034 bid.

"We've obviously seen it off the back of the recent Qatar World Cup, and you could see the narrative of Saudi Arabia's direction of travel with what they're doing with the Saudi Pro League.

"[It's] linked to their Vision 2030 project as a country and how they're trying to pivot away from oil and look at other ways to generate revenue in the future, on top of the World Cup being – alongside the Olympics – the biggest sporting event on the planet. 

"It's quite clear that was always going to be in their sights. I don't see that as any real surprise.

"I think there's a long waiting time now: when you look at the plans they've got for the Saudi Pro League, and couple that with hosting a World Cup, there's a lot of ifs. 

"But we could be looking at a significant power shift in world football in six to 10 years' time."

Just a few weeks after Saudi Arabia emerged as the sole 2034 bidder, it was reported that the nation's state-owned petroleum company Aramco was set to become FIFA's largest single sponsor, which critics have suggested amounts to a conflict of interest.

Asked about the prospective deal, Plumley said: "This is a much wider question around the governance of the sport, and I think you can draw some parallels to the situation in English football with the independent regulator.

"Part of the reason for the independent regulator is because people have not been happy with the Premier League being self-governing, being judge, jury and executioner.

"But that same kind of conversation is happening at UEFA levels, and it's been happening at FIFA levels for a number of years. 

"They are the ultimate governing body of world football. In that regard, it's very difficult to do anything else within the governance framework, because that's where we stop. 

"People will always draw parallels to the companies connected with that, and the way in which event hosting is done, where the World Cups are going and who the sponsors are. 

"There's been numerous conversations about that throughout history, it's now just positioned in a slightly different way because we're in slightly different territory.

"You can't avoid the politics of it, whether we like to or not. It's much bigger now than football and I think that's what you keep coming back to, [the fact that] there's a lot going on in the market that transcends the game on the pitch."

Luis Rubiales is a "caveman" who must be forced to resign as president of the Spanish Football Federation (RFEF) following his conduct at the Women's World Cup final, says former Italy striker Carolina Morace.

Rubiales has been widely criticised for his behaviour following Spain's 1-0 win over England in Sydney, having grabbed and kissed Roja star Jennifer Hermoso on the lips during the celebrations. 

Hermoso said she "didn't like" the kiss during an Instagram live broadcast from inside the dressing room, and FIFA has since opened disciplinary proceedings against Rubiales – who was also seen grabbing his crotch while stood next to Spain's Queen Letizia and her daughter.

Rubiales was expected to announce his departure at a press conference on Thursday, only to refuse to resign during an extraordinary speech.

"A social assassination is being carried out, they are trying to kill me. For the last five years, I have suffered persecution," Rubiales said, adding: "A consensual peck is enough to get me out of here?"

In a joint statement released later on Friday, Spain's World Cup winners said they would not play any games while Rubiales remained in post, increasing the pressure on him to leave. 

Morace – who scored over 100 goals for Italy before managing the team between 2000 and 2005 – was repulsed by Rubiales' behaviour, telling Stats Perform: "I saw a caveman in the stands with attitudes that we in women's football don't want to have. Let him keep those for the men's football. 

"I think everyone distanced themselves from the attitude he had. I'm sorry that there have been people who have started to say, 'but the player has not reported it, so maybe it's a loving gesture'. 

"Her first reaction was disgust. Of course then the president went there to talk to her and tell her what to do. 

"Then when the whole controversy came out, Hermoso went back to saying certain things. Let's say she is free again. It was so clear that things went that way. 

"There are also people who defended him. No way. I'm happy because Spain is a serious country and therefore politicians have reacted in a certain way. 

"Now if this president doesn't resign, I hope the sponsors distance themselves from the team and from what's happening, but I think he will be forced to resign."

This is not the first controversy to rock women's football in Spain. Last year, a group of 15 players refused to represent La Roja under head coach Jorge Vilda, who was supported by the RFEF and subsequently took just three of the rebels to the World Cup. 

Some reports alleged Spain's players were forbidden from locking their doors at hotels ahead of games, which Morace views as another sign of outdated attitudes prevailing at the RFEF.

"There have also been attitudes from the coach who expects the girls from Spain to sleep with the door open," Morace added. "This is madness. It is normal that he had 15 players against him. 

"I would never ask my players to keep their doors open. How dare you? I mean, those aren't 12-year-old girls. They are adults and keeping the doors open means you can come in whenever you want."

FIFA president Gianni Infantino also attracted criticism for telling female players to "pick the right battles" and "convince" men of the validity of claims for equal pay last week. 

For attitudes towards women's football to be modernised, Morace believes more women must assume roles at the top of the game.

She added: "There were women of a certain type in FIFA who no longer work in FIFA, like Tatjana Haenni who has now become responsible for the American professional league, and Mayi Blanco who is also responsible for events. 

"In my opinion we went back 10 years by sending them home, we had to start again from there. That was a good starting point, now we're back. Now Infantino has to tell us what we have to do. 

"He must choose the right people to make a movement grow, but they must be people who are inside the movement and who believe in the movement, not people taken from outside and brought in."

FIFA president Gianni Infantino feels equal pay at the Men’s and Women’s World Cups would only be a “symbol” that would not “solve anything” if additional development targets for the women’s game are not achieved.

On Sunday, England will play Spain in the final for their share of an increased prize pot of 110 million US dollars (£86.1m) for this tournament, more than three times than what was on offer for the 2019 Women’s World Cup in France, but still significantly less than the 440 million USD (£346m) awarded at the 2022 men’s competition in Qatar.

Infantino has previously outlined ambitions for prize parity by the 2026 and 2027 World Cups but two days before the conclusion of the ninth edition of the women’s showpiece, challenged stakeholders to do more.

Infantino said: “Let’s really go for a full equality. Not just equal pay in the World Cup, which is a slogan that comes up every now and then. Equal pay in the World Cup, we are going in that direction already.

“But that would not solve anything. It might be a symbol but it would not solve anything, because it’s one month every four years and it’s a few players out of the thousands and thousands of players. We need to keep the momentum. We need to push it. We need to go for equality but we have to do it for real.”

Two months before the tournament, Infantino threatened that he may be “forced not to broadcast” the World Cup in Europe’s ‘big five’ countries following what he felt were “very disappointing and simply not acceptable” offers from broadcasters, though deals were eventually done.

Viewing figures have broken records in Australia, where a peak 11.5 million people – about 46 per cent of the population – tuned in to watch the Matildas play England in their semi-final, the country’s most-watched television programme of any kind since 2001 when the existing rating system was established.

Back at home, the 7.3 million people who viewed the same contest on BBC One comprised the biggest UK audience of the World Cup so far, and on Friday Infantino reiterated his view that broadcasters have a part to play in the prize parity target.

The 2023 tournament was expanded to 32 teams, and is also the first time the competition has been hosted by more than one country.

Infantino said: “Some voices were raised, where it cost too much, we don’t make enough revenues, we will have to subsidise.

“And our opinion was, well if we have to subsidise, we will subsidise, because we have to do that.

“But actually, this World Cup generated over 570 million US dollars in revenues, and so we broke even. We didn’t lose any money and we generated the second highest income of any sport, besides of course the men’s World Cup, at a global stage. More than half a billion (in revenues).”

The decision to include more teams initially drew scepticism that it would only highlight the disparity between lower-ranked teams and heavily-resourced nations at the top of the table.

Instead, this has been one of the most competitive finals on record, guaranteed a new champion after 2011 champions Japan were eliminated at the quarter-final stage, one round after double-defending title holders the United States were sent packing in the last-16.

World number four England managed just one goal against tournament debutants Haiti, 49 places below them in FIFA’s world rankings, while fellow debutants Morocco advanced to the last-16 alongside Jamaica, who were knocked out in the group stage in their only other appearance in a final.

Three top-10 sides in Germany, Canada and Brazil were eliminated in the group stage, while England’s quarter-final opponents Colombia advanced to the last eight for the first time.

And while breakout performances at this World Cup could lead some players to more lucrative contracts in places like Europe and the United States, FIFA’s most recent benchmarking report revealed the average league and club salaries for women worldwide was just 14,000 dollars (£11,000).

Infantino demanded: “Football in general, in all the leagues and all the competitions, pay a fair price. Show that you respect women and women’s sport. You will see the feedback that will be absolutely fantastic.

“We need to have more local competitions, more continental competitions, more international competitions because when you see some of the beautiful, stories that were written at this World Cup.

“We need to create the conditions in the next four years for them to able to play at professional level at home. This is the biggest challenge we have to take onboard.”

FIFA president Gianni Infantino condemned racist chants from Juventus fans towards Inter striker Romelu Lukaku during their Coppa Italia semi-final first leg.

Lukaku scored a penalty in stoppage time to earn visitors Inter a 1-1 draw in Turin on Tuesday, duly celebrating by holding a finger to his lips in front of Juve supporters as a response to abuse.

The celebration was deemed provocative and the Belgian was sent off for a second bookable offence, with the incident leading to a confrontation between the two sets of players.

Lukaku released a statement on Wednesday demanding action from Italian authorities, which has been widely supported by other big names in the football world.

Infantino labelled the chants "unacceptable" and called for those responsible to be punished.

Infantino said: "Football has no place for racism or any form of discrimination.

"It is simply unacceptable to see the racist abuse aimed by spectators at Inter forward Romelu Lukaku during the Coppa Italia match at Juventus in Turin.

"FIFA and I stand with Romelu Lukaku, just as we do with any other player, coach, match official, fan or participant in a football match who has suffered from racism or any other form of discrimination.

"Victims of those abuses must be supported, and the perpetrators duly punished by all authorities.

"I repeat the call made earlier this year for fans to stand up and silence the racists.

"Equally, in football, we need to ensure that strict sporting sanctions are applied to address such incidents and to serve as a deterrent."

In Lukaku's message earlier in the day, he was keen to highlight how such incidents are recurring rather than isolated.

"History repeats. [I've] been through it in 2019 and [now in] 2023 again," he said via Instagram.

"I hope the league really take actions for real this time because this beautiful game should be enjoyed by everyone.

"Thank you for the supportive messages. F*** racism."

His message has received support from the likes of Kylian Mbappe.

Mbappe wrote on Instagram: "2023 and still the same problems. But we are not going to let you get away with it."

FIFA president Gianni Infantino has set a target for prize money at the 2027 Women's World Cup to be equal to payouts at the men's tournaments.

Infantino, who was re-elected at Thursday's FIFA congress after running unopposed, also denied there is a deal for Visit Saudi to sponsor the 2023 Women's World Cup, to be held in Australia and New Zealand.

The prize money for the 2023 World Cup is set to be $150million (£124m), a rise of 300 per cent from the 2019 tournament, with the number of competing teams increasing to 32 from 24.

The 2022 men's World Cup in Qatar involved prize money totalling $440m (£365m).

Infantino said that "broadcasters and sponsors have to do more" and be willing to pay more into the women's tournament, adding: "FIFA is receiving between 10 and 100 times less from public broadcasters for the women's World Cup than the men's World Cup. Do you think that is normal?

"At the same, these public broadcasters who are paid by the taxpayers' money, they criticise FIFA, a bit less the others, for not guaranteeing equal pay to men and women.

"You pay us 100 times less but your viewing figures are very similar, maybe 20-25 per cent less, not 100 per cent less. Well offer us 20 per cent less or 50 per cent less, but not 100 per cent less. How can we do it, otherwise?"

Regarding reports Saudi Arabia's tourism arm was due to sponsor this year's tournament, which sparked concern from football authorities in Australia and New Zealand, Infantino confirmed talks had taken place but said a deal was not reached.

"I can clarify that there were discussions with Visit Saudi," the FIFA president said. "At the end, this discussion didn't lead into a contract. How do you say it? It was a storm in a water glass. A storm in a teacup."

Infantino expressed his belief there had not been as much backlash around trade deals between Saudi Arabia, which has been criticised for alleged human rights violations, and Australia.

"This doesn't seem to be a problem," Infantino said. "But between a global organisation like FIFA and Visit Saudi this would have been an issue. There is a double standard here, which I really don't understand."

He added: "There is no issue and no contract. There are discussions and of course we want to see how we can involve Saudi sponsors in women's football generally, how we can involve Saudi sponsors in men football, or we can involve Qatari sponsors in women's football and men's football, and all other sponsors from all over the world."

The chief executive of Football Australia, James Johnson, was pleased to hear Infantino's comments, saying: "Equality, diversity and inclusion are really deep commitments for Football Australia, and we'll continue to work hard with FIFA to ensure the Women's World Cup is shaped in this light."

Gianni Infantino believes there should be "way more" football as he defended FIFA's expansion of the World Cup and new Club World Cup proposal.

Infantino was re-elected as FIFA president at the FIFA Congress on Thursday after running unopposed.

FIFA confirmed earlier this week that the 2026 World Cup will consist of 48 teams, up from 32, split into 12 groups of four, while plans were also confirmed for an expanded Club World Cup containing 32 teams.

Speaking at the Congress in Rwanda, Infantino said: "When I hear there is too much football, yes, maybe in some places, but not everywhere. In fact, in most parts of the world there is not enough football played.

"We need way more and not less competitions, we want football to develop worldwide.

"We are discussing organising a women's Club World Cup and a FIFA World Series in March every two years, when teams are free from playing qualifiers."

He also later pointed to the English football calendar as well as the Super Cup tournaments in Italian and Spanish football, believing that there is less criticism of others from the media than there is of FIFA, which was a theme of the president's closing remarks.

Infantino also addressed previous controversial comments he believed had been falsely reported, including at the World Cup where he accused reporters of racism for criticising the host country of Qatar.

"I think I called racists those who were qualifying fans who had different skin colour of fans who were cheering European teams as not real fans, that's when I used the word 'racist', and I stick to that," he said.

He had also appeared to compare his refusal to give up on becoming FIFA president with Rwandan genocide in his opening remarks on Thursday, but was quick to quash this suggestion when it was put to him by The Athletic's Matt Slater at the closing press conference.

"I find it really incredible that you can interpret what I say as making an association with one of the most terrible tragedies that happened with anything that happened in my life," he said.

"I would never make a comparison with a tragedy and my life. What I want to say is that this country is so inspiring for so many people that when we come with our little problems, we should just be a bit more humble about things. That's all that I said."

The German Football Association (DFB) has announced it will not support Gianni Infantino's re-election as FIFA president.

Infantino is set to be re-elected at the 73rd FIFA Congress in Rwandan capital Kigali on Thursday after no challengers came forward to stand against him in the leadership race.

However, despite Infantino having a clear run at another term in charge, Germany have joined a select few nations to publicly declare they do not back the decision.

The DFB added in a statement on Wednesday that it has contacted FIFA in recent weeks on a matter of issues but has received no reply or only insufficient information.

DFB president Bernd Neuendorf said: "The DFB will not support the re-election of FIFA president Gianni Infantino in Kigali. 

"We have received little to no substantial information from FIFA in response to several inquiries from our part in recent weeks, especially on contentious issues. 

"However, we can expect FIFA to take the concerns of its member associations seriously and address them. 

"FIFA should become much more transparent and open in its dealings with the national associations."

Neuendorf has previously criticised FIFA for its attempts to restrict teams' political protests at the Qatar World Cup, but he hopes for a positive outcome in future discussions.

"It is in its own interests to explain how and why certain decisions are made and who is involved in them. This has not been the case of late," he said.

"Nevertheless, there was a constructive exchange between several European member associations and the FIFA president on contentious issues today. 

"We therefore remain hopeful that this will lead to an improvement in our cooperation in the future.

"I am interested in maintaining a critical and constructive cooperation with FIFA, in particular with its president, and hope that this can be realised in the coming years."

Infantino succeeded Sepp Blatter as the president of world football governing body FIFA in February 2016.