AI investors bet that sport is technology-proof

Thrive Eternal, the investment division of venture capital firm Thrive Capital, attempted to lead a group of investors to acquire a minority stake in the FIFA World Cup. The strategy is based on the belief that sport, unlike entertainment such as film and music, possesses cultural and identity qualities that protect it from disruption caused by AI. Thrive Capital, a major investor in OpenAI, created Thrive Eternal in April to invest specifically in areas with qualities that cannot be replicated by technology. The proposal faced strong opposition, leading FIFA to back down on the plans, with threats of future boycotts.