Fifa’s recent proposal to sell a private stake in its tournament business, including the World Cup, has sparked significant opposition from European football authorities and highlights the growing influence of U.S.-style sports finance in the global game. The plan, unveiled shortly after the 2026 World Cup hosted primarily in the United States, has ignited a major confrontation between Fifa and Uefa, the governing body for European football.

On Thursday, Uefa’s 55 member associations unanimously voted to boycott Fifa tournaments if the proposal moves forward. The European federation argued that the World Cup "cannot be treated as an investment product," reflecting concerns over the increasing commercialization and privatization of football’s flagship event.

Roger Bennett, CEO and founder of the Men in Blazers Media Network and a prominent commentator on football in the United States, described the dispute as a defining early test of what he calls football’s emerging “American century.” He noted that American investment and private equity involvement are shaping the sport’s global future, with the current conflict illustrating the tension between the U.S. commercial approach and the political structures embedded in global football.

“Going into this World Cup, it was talked about how football is entering its American century as a global enterprise,” Bennett said. “The amount of American investment in every facet of the game is going to shape it. And for this to happen within two weeks of the end of the World Cup, I’d say is an epic test of that.”

Bennett also highlighted Fifa’s apparent underestimation of Uefa’s influence, particularly given that six of the eight teams reaching the final stages of the recent tournament were European powers, including world champions Spain, France, and England. “To have miscalculated and been blindsided by the leverage that Uefa has in the 55 nations – it’s an astonishing thing to witness,” he said.

The dispute also sheds light on the expanding role of private capital in football. Globally, sports mergers and acquisitions have surpassed US$8 billion in 2026 through mid-July, according to London Stock Exchange data. PitchBook reports that over a third of clubs in Europe’s top five leagues now have backing from private equity, venture capital, or private credit firms.

Fifa’s proposed new commercial subsidiary is expected to be valued at around US$20 billion and would include investors led by Thrive Eternal, a fund managed by Thrive Capital, founded by Joshua Kushner. Joshua Kushner is notable as the brother of Jared Kushner, a senior adviser to former U.S. President Donald Trump.

Bennett reflected on the timing of the dispute, which followed a World Cup that briefly united fans in a shared emotional experience. “For 39 sweet days, the emotional replaced the rational,” he said. “Then the football stops and boom, we’re back in the muck.” He emphasized the World Cup’s unique power to capture global passion, contrasting it with the intense power struggles now overshadowing the sport’s governance.