Fifa has sparked widespread controversy after revealing plans to sell a significant stake in the World Cup’s commercial rights to private investors, a move that has drawn sharp criticism from football governing bodies, politicians, and former officials. The proposed arrangement involves establishing a subsidiary company, Fifa Forward Enterprise (FFE), which would control the men’s and women’s World Cups alongside the Club World Cup. Approximately 20 to 30 percent of this company would be available for purchase by external investors, with Fifa retaining a majority stake.
The plan, announced ahead of the March Fifa Congress in Morocco, would provide each of Fifa’s 211 member associations a stake potentially worth around £15 million. These associations could hold onto their shares or sell them to generate income. Among the proposed investors is the US venture capital firm Thrive Capital, led by Joshua Kushner, who is the brother of Jared Kushner, former senior advisor and son-in-law to ex-US President Donald Trump. Reports indicate that Fifa president Gianni Infantino, who faces a term limit in 2031, could become commissioner of the new entity thereafter, with a salary that some compare to NFL commissioner Roger Goodell’s earnings.
The announcement has provoked strong opposition, particularly from the European football governing body Uefa, which condemned the proposal for its lack of transparency and questioned who would ultimately benefit financially. Uefa called the plan a breach of football’s core values, emphasizing that the sport’s soul and governance should not be treated as tradeable assets. The organization warned of the potential damage to the game’s integrity and called on national football associations and other stakeholders—including leagues, clubs, players, and supporters—to oppose the scheme.
United Kingdom Prime Minister Andy Burnham also criticized the plan, stating that football belongs to its fans rather than investors, and described the World Cup as “the greatest competition in world sport” that was “never anyone’s to sell.” Some former football figures, including ex-Liverpool player Stan Collymore, suggested that European football might consider separating from Fifa if the proposal proceeds. Further concerns were expressed over the possibility that investor pressure could lead to an expansion of the World Cup or more frequent tournaments, departing from the traditional four-year cycle.
The proposal has also raised political scrutiny in the United States. Jamie Raskin, a leading Democrat on the US House judiciary committee, alleged that Fifa’s engagement with the Kushner family signals stronger financial ties between the governing body and former President Trump’s inner circle. Raskin has called for Infantino to testify before the committee, although attendance is not mandatory.
Fifa, for its part, defended the initiative as a consultation process focused on maximizing the commercial potential of football worldwide following the success of the 2026 World Cup. The organization maintained that decisions will be made democratically by all its member associations and the Fifa Council.
As the football community grapples with the implications of the proposal, debate continues over whether the competitive and cultural significance of the World Cup can coexist with a move toward greater private financial involvement.