FIFA’s President, Gianni Infantino, unveiled a plan on Tuesday to establish a $20 billion company to manage the World Cup with the involvement of private investors, such as the Kushner family. However, this proposal was swiftly criticized by UEFA, the European soccer governing body.
UEFA emphasized that football does not belong to FIFA to sell, stating that no one owns the sport. Infantino’s initiative involves creating a commercial subsidiary named FIFA Forward Enterprise (FFE) to oversee competitions like the World Cup and Club World Cup. The formation of FFE aims to generate up to $4.2 billion by the end of this year to support development programs. This funding will be sourced by attracting long-term investors who will acquire minority stakes without controlling interests.
Collaborating with J.P. Morgan, FIFA is engaging potential investors like Thrive Eternal, spearheaded by Joshua Kushner. Notably, Joshua’s brother, Jared Kushner, has familial ties to U.S. President Donald Trump. The recent Men’s World Cup further solidified the relationship between Trump and Infantino, sparking concerns about potential conflicts of interest raised by UEFA.
UEFA voiced its strong opposition, citing the importance of preserving the integrity and governance of football. The organization expressed alarm at the lack of transparency regarding the financial beneficiaries of the reported stake sales in FIFA competitions. FIFA, currently operating as a non-profit association based in Switzerland, stressed that any plans must receive approval from its 211 national member federations.
Infantino emphasized that the proposed project aims to democratize football globally, with a consultation process already initiated. Meanwhile, UEFA urged national Football Associations to take the reports seriously, cautioning against compromising football’s governing principles.
In a surprising move, Infantino outlined the project details to members during a meeting in Manhattan before the World Cup final on July 18. The initiative, dubbed the “FIFA Fast-Forward Program,” promises significant financial benefits for member federations until 2038. Instead of the current $8 million in development funds per cycle, federations could receive $20 million, escalating in subsequent cycles.
Following the record income generated by the 2026 World Cup, FIFA faces the challenge of sustaining such financial success as Spain, Portugal, and Morocco prepare to co-host the 2030 edition. Member federations have the option to participate in the new financial opportunities while FIFA retains control over FFE and football governance matters.
This initiative marks Infantino’s second attempt during his tenure to pursue a multi-billion dollar deal with private backers. In 2018, a similar $25 billion proposal with SoftBank aimed to create global competitions but faced opposition from UEFA. Despite the controversies, Infantino’s financial achievements may secure his re-election unopposed for a final term in 2031. Speculation suggests potential global roles for Infantino beyond his FIFA presidency, with talks of a commissioner position within the new FFE operation.
The timeline for deliberations and decisions on this project within FIFA and its members remains uncertain. FIFA’s upcoming online congress in November will address matters such as selecting hosts for the Women’s World Cup editions in 2031 and 2035.