FIFA Proposes Sale of World Cup Commercial Stakes, Sparking Fierce UEFA Backlash

FIFA has proposed the creation of a semi-private subsidiary, FIFA Forward Enterprise (FFE), to manage the commercial rights of the World Cup and other competitions, including the women's and club World Cups. The plan involves selling minority stakes—up to 20 percent—to private investors to raise approximately $4.2 billion, with an initial equity valuation for the new entity estimated at $20 billion. FIFA stated it would retain a majority share and maintain sole authority over football governance, match calendars, and sporting decisions.

The proposal has met immediate and sharp criticism from UEFA, the European football governing body, which argued that the "soul and governance of football" are not assets to trade and asserted that the World Cup is not FIFA's to sell. This sentiment was echoed by UK Prime Minister Andy Burnham, who stated that the competition is not a product and should not belong to investors.

Reports indicate that the proposed investor group would be led by Joshua Kushner, brother of Jared Kushner, and involve the investment bank JP Morgan. Additionally, FIFA has suggested that each of its 211 member associations could receive a one-off stake of $20 million in FFE. FIFA President Gianni Infantino defended the move, stating that net benefits would be reinvested to widen access to the sport and support sustainable development globally.

Further reports suggest potential conflicts of interest regarding the leadership of the new entity. It has been noted that Infantino could potentially lead FFE as a commissioner or CEO after his presidency expires in 2031, a role that could command a high multi-million dollar salary. Some critics warn that private investment could increase pressure to expand tournament sizes or frequency to maximize profits.