A proposal strongly opposed by the Union of European Football Associations (UEFA), which argues that football should not be treated as a commodity for sale.
The initiative, backed by FIFA President Gianni Infantino, would see FIFA sell nearly a 20% stake in a new commercial entity that would manage the business operations of the FIFA World Cup and other major tournaments. The new company, known as FIFA Forward Enterprise (FFE), is valued at approximately $20 billion.
FIFA says the plan will generate significant new revenue to support the global development of football, with all 211 FIFA member associations expected to benefit through increased financial support.
Among the investors reportedly interested in the project is Joshua Kushner, founder of the investment firm Thrive Capital and brother of Jared Kushner, the son-in-law of U.S. President Donald Trump. Gianni Infantino is known to have a close relationship with Trump.
Although FIFA insists it will retain full control over football governance, competitions, and regulations, the proposal has been met with strong opposition from UEFA.
UEFA argues that FIFA has crossed a line, maintaining that football is not the property of any single organization or individual and therefore should not be sold to private investors.
In a statement, UEFA said:
“Football and its governance are not commercial assets to be traded. None of us owns football personally, and therefore none of us has the right to sell it.”
UEFA’s concerns center on the fear that allowing private investors into the management of major football competitions could place commercial interests ahead of the sport’s core mission of developing football and protecting the interests of fans, clubs, and national associations.
UK Prime Minister Andy Burnham also voiced his opposition to the proposal, rejecting the idea of treating the FIFA World Cup as a commercial asset.
In a post on X, Burnham wrote:
“The FIFA World Cup is not a commodity. It is the greatest competition in world sport. It has no owner, and it should never be sold.”
He added:
“Football belongs to the fans. It always has, and it always will.”
FIFA officials, however, argue that the time has come for football to maximize its commercial potential in order to deliver greater financial support to member associations around the world, particularly those that need funding to develop the sport.
UEFA is expected to hold a meeting later this week, with reports indicating that one of the issues to be discussed is the possibility of its member associations boycotting future FIFA World Cup tournaments.
