FIFA Proposes Selling Minority Stake in World Cup Commercial Arm; Global Football Bodies Protest
FIFA and its president Gianni Infantino have proposed the creation of a new entity, the FIFA Forward Enterprise (FFE), which would take control of the commercial aspects of the global football governing body. The plan includes selling a minority stake in FFE to private investors, a move that has drawn sharp criticism from football confederations in Europe, Asia, and North and Central America.
According to FIFA, the FFE would be entirely controlled by FIFA and governed by Infantino. It would manage ticketing, broadcasting, sponsorships, and licensing for FIFA events, including the World Cup and the Club World Cup. FIFA intends to sell up to 21% of FFE to private investors, with an estimated equity valuation of $20 billion, raising up to $4.2 billion. The funds would be distributed immediately among FIFA's 211 member associations.
The proposal gained additional attention after it was reported that Thrive Eternal, an investment vehicle led by Joshua Kushner — brother of Jared Kushner, former senior adviser to US President Donald Trump — is expected to lead the investor group. FIFA confirmed the expectation in a press release issued after news of the plan leaked.
As part of the initiative, FIFA has proposed a new Fast Forward Programme, which would increase annual funding to each member association from $8 million to $20 million for the 2027-2030 cycle, with further increases in subsequent cycles. The funding is contingent on member associations agreeing to the FFE structure. This proposal bypasses continental football bodies and directly appeals to individual countries.
The European Football Association (UEFA) responded with a statement saying, “The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.” The Asian Football Confederation (AFC) expressed disappointment, stating it was not consulted and that the matter entered the public domain before proper discussion. The Confederation of North, Central American and Caribbean Association Football (CONCACAF) similarly expressed surprise.
FIFA had previously estimated revenue of $13 billion for the 2026 World Cup and the current four-year cycle but ended up earning $15 billion. Critics argue that selling a stake in the World Cup to private investors could lead to conflicts of interest and undermine the governance of football. Proponents, however, note that the additional funds could accelerate development programs, especially in poorer nations. The proposal is subject to approval by FIFA's member associations.
