Pushback on Fifa's Infantino stake sale plan puts Omnicom, Mission Group in focus

August 4, 2026 · simplywall.st

Pushback against Fifa president Gianni Infantino's plan to sell stakes in a new commercial entity has renewed scrutiny of who controls football's media and sponsorship rights, Simply Wall St says. The site's Media and Sports Rights Companies screener names three stocks with direct exposure to the outcome. Mission Group, a £16.3m UK collective of marketing, media buying and events agencies, trades on a low price-to-sales multiple, and analysts expect its earnings to turn positive within three years despite a forecast revenue decline. Sports Entertainment Group, an Australian sports media company that draws A$84.9m from its Media Australia segment, remains unprofitable and is funded entirely by debt, though it has landed a fresh multi-year media rights deal. Omnicom Group, which reported US$22.4b in revenue with US$12.5b from the United States and US$5.7b from Europe, is integrating Interpublic at scale and using its Acxiom Fan Graph platform to link brands, fans and sports content, alongside a recent US$2.1b one-off loss and, analysts forecast, an earnings recovery.

Rights intermediaries and holding companies with established sports positions could draw more budget attention if Fifa's plan stalls, since uncertainty at the governing body tends to push spend toward partners with clear contractual visibility. Omnicom's work on its Acxiom Fan Graph platform points to where large holding companies want media dollars to go next: toward precise fan-to-brand matching layered on top of existing sports rights deals, a trend worth tracking for anyone planning sponsorship or rights-based buys this season.