FIFA President Gianni Infantino has abandoned his controversial plan to sell a stake in the World Cup after widespread opposition from football associations, confederations, and key figures within the sport’s governance structure. The proposal, which would have involved selling a 20 percent share in a newly created commercial subsidiary valued at around £3.1 billion, faced near-universal rejection and prompted significant upheaval within the organization.

The initiative, known as FIFA Forward Enterprise, aimed to allow private investors to buy into the rights and commercial activities surrounding the World Cup, FIFA’s flagship event. Joshua Kushner, founder of the US venture capital firm Thrive Capital and brother of Jared Kushner, President Donald Trump’s son-in-law, was identified as the principal financial backer of the proposal. According to insiders, these investors quickly distanced themselves, with some describing the unfolding situation as a "brand nightmare."

Infantino initially defended the plan despite serious critique. However, mounting resistance made its continuation untenable. UEFA, the governing body of European football, publicly condemned the deal as a "shabby, back-room, opaque deal" and expressed a profound loss of confidence in Infantino’s leadership. Alongside UEFA, other major regional confederations such as CONCACAF and the Asian Football Confederation raised concerns about the lack of transparency and the rushed timetable imposed on the member associations. Prior to the proposal’s withdrawal, more than half of FIFA’s 211 member associations had formally opposed the plans.

The backlash extended beyond football associations to senior FIFA officials. Two of Infantino’s top aides resigned in protest, citing governance failures and lack of consultation. FIFA’s chief operating officer accused Infantino of deception and unilateral decision-making, emphasizing the absence of trust and respect within the organization. Another senior adviser, Carlos Cordeiro, condemned the proposal as a flawed deal that risked mortgaging football’s future for short-term financial gain.

Political figures also weighed in, with UK politician Andy Burnham questioning Infantino’s ability to lead FIFA. UEFA went further, signaling its intent to hold those responsible for the failed proposal accountable and raising the possibility of a vote of no-confidence in Infantino’s presidency. The move threatens to destabilize Infantino, who has led FIFA for a decade and was expected to secure a fourth term in the upcoming FIFA Congress in Morocco. Potential challengers to his leadership are beginning to emerge from within the football community.

While the immediate plan to privatize part of the World Cup was shelved, commentators suggest the controversy has exposed deeper issues within FIFA’s governance and decision-making processes. Infantino’s reversal may mark the beginning of a broader reckoning within the organization, with calls for greater transparency and reform gaining momentum. The future of FIFA’s leadership now appears uncertain as members evaluate the direction and integrity of the football world’s governing body.