The European Union has signaled that it will investigate Fifa’s proposed $20 billion commercial venture amid growing opposition from major football governing bodies and other stakeholders. The Swiss-based organization plans to create a new commercial entity, Fifa Forward Enterprise, which would consolidate its media and commercial rights, including those tied to the men’s World Cup, and sell a roughly 20 percent stake to outside investors.
Glenn Micallef, the EU’s commissioner for sport, criticized the plan for raising significant concerns about governance, independence, and conflicts of interest. He emphasized that the increasing commercialization of football threatens the core appeal of the sport and indicated the European Commission, the bloc’s antitrust regulator, would review the proposal under competition law. “Hands off our game. This isn’t baseball,” Micallef said, underscoring the EU’s resistance to what it views as over-commercialization.
The plans have also drawn sharp criticism from Concacaf, the body governing football in North America, Central America, and the Caribbean, which represents 41 of Fifa’s member associations. Concacaf expressed disappointment that detailed plans were formulated without engaging relevant governance bodies or stakeholders, describing a lack of due process. UEFA, the European football federation representing 55 members, echoed similar concerns and highlighted “significant and growing opposition” across the sport. UEFA also criticized the tight deadline imposed by Fifa for members to approve or reject the proposals by September 19.
Under the proposal, funds raised from selling stakes would partly finance an increase in annual payments to Fifa’s 211 member associations, raising them from $2 million to $5 million per year, along with a one-time payment of $20 million to each member. These associations range from large football markets such as China and India to smaller nations like Gibraltar and Montserrat.
The Asian Football Confederation voiced disappointment about not being consulted on the initiative but did not take a formal stance on the plan itself. Meanwhile, Andy Burnham, who recently became the UK prime minister, joined the backlash, stating that football “does not belong to investors” and describing the move as a “sell out” of the World Cup.
In the United States, Democratic members of the House Judiciary Committee suggested the deal was evidence of Fifa seeking to build ties with the Trump family, pointing to Infantino’s previous awarding of a Fifa Peace Prize to US President Donald Trump and the organization’s leasing of office space in Trump Tower. They criticized the involvement of Joshua Kushner, brother of Jared Kushner, who runs Thrive Eternal, the investment vehicle involved in negotiations.
Fan groups and club representatives have also voiced opposition. Football Supporters Europe demanded the resignation of Fifa President Gianni Infantino, while European Football Clubs, representing over 850 clubs, described the plan as cause for “serious concern.” The group had previously criticized Fifa’s World Cup ticket pricing as excessively high.
Infantino defended the scheme as “about the democratisation of football worldwide” and said the investment would allow an increase in funding for football development from $4 billion to $10 billion over the next four years, benefiting both major and smaller footballing nations. The proposals require approval by a simple majority of Fifa’s member associations and subsequent sign-off by the Fifa Council to take effect. If rejected, the funding increases will not be granted.