ONCE again, football's insatiable greed threatens to be its undoing. Millions of British fans could be deprived of watching most World Cup 2002 games live because of the short term outlook of governing body FIFA.

By selling the TV rights of the next two tournaments to one broadcaster, the German group Kirch Media, FIFA has made a lot of money. It has also scored an own goal.

Kirch paid a staggering £570 million. It is asking UK broadcasters for up to £200 million to show the next two competitions. BBC and ITV paid only £4 million each for the 1998 World Cup.

Even BSkyB, the company that launched the era of sky-high prices for TV football rights, has balked at the Kirch demands.

Instead, Kirch will be looking to sell the rights to digital broadcasters. That would deny a huge share of the viewing audience a chance to see the games.

Fans already pay for the BBC through the licence fee and for ITV through the higher price of goods to cover advertising costs. Now they would be expected to pay again to subscribe to a digital channel, and yet again as most matches would be pay-per-view.

Previously, sports fans around the globe have been brought together by the World Cup. That shared experience would be denied.

Youngsters from less well-off families would have no chance to see pay-per-view games. By denying them the chance to be inspired by the world's greatest players, FIFA is damaging the future of football.

Selby MP John Grogan, chairman of the Commons all party football group, is fighting for fans everywhere to enjoy the right to see the World Cup. Ministers are on his side, and believe the British law that protects TV coverage of sport's "crown jewels" will ensure the World Cup is screened in full by terrestrial broadcasters.

We must hope so. Any other outcome would prompt fury in the nation's front rooms.

Updated: 10:25 Friday, April 27, 2001