Fifa is moving forward with plans to expand the men's World Cup from 48 to 64 teams by the 2030 tournament, while also seeking private investment to help manage the event, according to recently obtained documents. The governing body is proposing to hire an independent agency to conduct a comprehensive assessment of the expansion’s commercial viability and broader impact on global football.
The documents reveal that Fifa intends to receive proposals from candidate agencies by August 7, with a decision expected by August 14. The chosen agency would then deliver its analysis by September 11. The study is expected to focus primarily on business-to-business considerations, including market appetite, the potential for calendar congestion, saturation risks, and the overall effect on the football economy. While consumer and fan feedback may be considered, the final report will emphasize strategic implications for the sport's governing and commercial landscape.
Fifa’s evaluation aims to determine whether increasing the number of teams in the World Cup enhances global participation and relevance or whether it undermines the competition through dilution of quality and increased execution challenges. The organization will weigh whether the potential financial gains justify the possible negative consequences to the sport’s ecosystem.
Simultaneously, Fifa’s controversial proposal to create the Fifa Forward Enterprise (FFE), a company that would run the World Cup and attract private investors by selling minority stakes, has encountered strong opposition. Thrive Eternal, an investment firm founded by Joshua Kushner, has been identified as the lead investor in the initiative. The plan has drawn resistance from key football bodies, including Uefa, the Asian Football Confederation (AFC), and the Confederation of North, Central America and Caribbean Association Football (CONCACAF).
Uefa has rejected the private investment model outright, warning it would fundamentally alter football’s governance by prioritizing commercial returns over the sport’s interests. The confederation expressed concerns about increased tournament frequency and pressure on the international calendar if investors gain influence. Uefa indicated it may boycott Fifa competitions until the proposal is withdrawn.
AFC called for an "urgent review" of Fifa’s governance, criticizing the leadership for pushing forward significant changes without adequate consultation with stakeholders. The confederation cited this as a recurring issue in Fifa’s approach to major initiatives.
The controversy has also led to internal upheaval at Fifa. Carlos Cordeiro, a senior adviser and former investment banker, resigned from his position, describing the FFE proposal as “a bad deal for football.” Cordeiro’s departure underscores the deep divisions within the organization over the future direction of the World Cup and the role of private capital in the sport.
Fifa has yet to issue an official statement in response to the reports and opposition from member confederations regarding the expansion and investment plans.