FIFA President Gianni Infantino defended plans to sell minority stakes in a $20bn commercial subsidiary called FIFA Forward Enterprise on Wednesday. Facing fierce backlash from UEFA, the European Union, and continental bodies, Infantino insisted the proposal was an opportunity rather than an obligation.
The dust has barely settled on the expanded 48-team World Cup hosted in 2026, but football’s global governing body is already pushing into uncharted financial territory. Spain currently holds the trophy after defeating Argentina in the final. FIFA President Gianni Infantino released a video defending the new strategy after plans leaked regarding the sale of stakes in future World Cups and major events to private investors.
The proposal centers on the creation of a commercial subsidiary titled FIFA Forward Enterprise, or FFE. Under the framework, FIFA intends to retain a majority share while raising up to $4.2 billion by selling minority, non-controlling stakes to external investors later this year. To sweeten the deal for member associations, Infantino sent a letter promising $40 million to each member association if they back the plan by a September 19 deadline. Additionally, FIFA stated each member association would be given the chance to take a one-off stake of $20mn in FFE, representing 0.1 percent of the total.
Gianni Infantino Defends FFE as an Opportunity
Faced with an immediate outcry across the sports world, Infantino sought to reframe the initiative as a democratic consultation rather than a corporate takeover. He stressed that the scheme is designed to unlock uncaptured commercial value without altering the fundamental soul of the sport. He argued that too little of football’s commercial value reached the parts of the game that need it most.
"FIFA Forward Enterprise, or FFE, is actually a proposal, an offer. It’s part of a democratic process – a consultation process – and, above all, it is an opportunity but not an obligation."
Infantino’s FIFA Plan Faces Backlash: ‘Private Investors Could Dictate The World Cup’
Gianni Infantino, FIFA President, via France24
According to France24, Infantino argued that the game’s commercial revenue needs specialized expertise to grow further, stating, "Capturing that value requires additional expertise, additional insight, distinct from governing and developing the sport." He maintained that FFE would commercialize and organize FIFA-owned competitions, sponsorships, broadcast rights, and licensing. He claimed fans would gain immeasurably because it would "transform football in their countries." Any structural changes would remain conditional on a democratic vote of FIFA’s 211 member associations and formal approval by the 38-member FIFA council.
Global Backlash from UEFA and Political Leaders
The response from continental governing bodies and political figures was swift and severe. UEFA released a stinging rebuke, arguing that the governing body was commercializing assets that belong to the global football community rather than any single office.
Photo: Al Jazeera
"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."
UEFA, via France24
Disdain was not limited to football administrators. Glenn Micallef, the EU commissioner for Sport, took to social media with a blunt message: "Hands off our game." Meanwhile, CONCACAF expressed deep concern over a lack of due process, and the Asian Football Confederation voiced disappointment at being left out of consultations. The United Kingdom’s new prime minister, Andy Burnham, has also slammed the plan, and UEFA has suggested a possible boycott.
Private Equity Partners and Franchise Model Comparisons
Financial backing for the new subsidiary has already drawn scrutiny over potential participants and structural precedents. Al Jazeera reported that Thrive Eternal, a United States venture capital firm founded by Joshua Kushner—brother of US President Donald Trump’s son-in-law, Jared Kushner—has been put forward to lead the proposed investor group. Any potential investors would buy into FIFA events via Thrive Eternal. Discussions have also reportedly involved an arm of JP Morgan Chase, the bank that previously attempted to finance the aborted European Super League.
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The strategy mirrors modern sports franchise models. Analysts point to the Indian Premier League, which was formed in 2008 and recently saw its value soar more than 11% this year, alongside England’s The Hundred tournament, which sells minority team ownership while governing bodies retain ultimate control. FIFA insists it will maintain sole authority over sporting regulations, match calendars, and governance.
Separate reports from The Times suggest that Infantino, 56, could profit from the scheme by becoming commissioner of the FFE after his next term expires in 2031, though FIFA denied this was discussed. This financial push follows a period where FIFA anticipated record revenues exceeding seven billion euros ($8bn) for 2026.
Whether member associations will accept the September 19 deadline or succumb to mounting political pressure remains uncertain as the consultation process continues.
