TIME FOR ACTION! Infantino's ego is out of control and his latest World Cup plan show he's a danger to football - he has to be stopped

FIFA is a not-for-profit organisation which has made $13billion (£9.6bn) in the last four years.

Under Gianni Infantino’s leadership, world football’s governing body has leaned into that contradiction, pursuing all-out expansion and commercialisation.

Growing the game. That has been Infantino’s oft-stated goal. More, more, more. Bigger, more frequent tournaments. Higher ticket prices. Half-time entertainment. Celebrities, influencers, dignitaries and heads of state in the stands.

It has won him plenty of friends and supporters. A fourth term as FIFA president had been expected, with the various controversies of the World Cup – a denied visa for a Somali referee, Iran’s travel struggles, Donald Trump’s meddling in disciplinary proceedings – water off a duck’s back.

The Guardian reported recently that more than 200 FIFA members had endorsed Infantino for re-election. On Tuesday it became clearer why that might be.

Infantino wants to create a subsidiary worth $20billion (£15bn) and then sell off 20 per cent of FIFA Forward Enterprise to investors to raise $4.2bn (£3.16bn). The idea was communicated in a press release so boring, perhaps deliberately, an effort to obscure the stark reality: that he wants to sell off chunks of the global game for profit.

Profit for Joshua Kushner, the brother of US President Donald Trump's son-in-law Jared, who is leading the proposed investor group. Profit for Infantino himself, who according to The Times, could become commissioner of the company once he steps down as FIFA president. And profit for FIFA’s 211 members.

Infantino has sent a letter to FIFA’s member associations telling them they will each receive $40m (£30m) by January if they agree to the proposal by September 19. A source told The Times on Wednesday that it amounted to “pure bribery”.

It is a brazen attempt to get his way and something straight out of the Trump playbook. Infantino has ingratiated himself with the US President, inventing the farcical FIFA Peace Prize to appeal to his ego. Bizarrely, he recently received an endorsement to become the next United Nations chief in return.

Infantino has somehow created a cult of personality, which for a career lawyer and administrator from Switzerland, is impressive. The white trademark trainers with a suit. The ludicrous “today I feel” speech. The recent rambling letter imploring his haters to “meditate or pray".

He is completely self-obsessed and, having spent the last six weeks flying around on a private jet to hold court with the world’s leaders, his ego has run out of control.

For many, that could be forgiven or overlooked. But now we are seeing the dangers of having such an egomaniac in charge of world football.

Infantino has pressed launch on the biggest shockwave in football since the European Super League debacle five years ago. That self-interested power grab collapsed embarrassingly almost straight away, overcome by the sheer immediate force of the backlash.

FIFA’s smaller members will no doubt be wooed by the promise of cash. But the bigger, more powerful nations must take a stand against Infantino’s ludicrous plot to sell off the crown jewels. The response from UEFA, the FA and Concacaf is promising.

The plot must be foiled – and it could have the added benefit of toppling Infantino from power if a rival for the presidency steps up. Football is at the top of a slippery slope. His megalomania must be challenged.