Fifa’s recent attempt to commercialize the World Cup through a new investment vehicle sparked significant controversy and resistance from key stakeholders within global football. Last week, the world governing body announced plans to establish Fifa Forward Enterprise (FFE), aimed at controlling the commercial rights to the World Cup and generating additional funding by selling a minority stake to investors.
The announcement caught many within Fifa, including members of its Council, off guard due to the apparent lack of prior consultation and the rapid timeline proposed for the initiative. According to internal documents prepared with JP Morgan, the enterprise sought to expand Fifa’s tournament portfolio and attract third-party capital, emphasizing high-yield partnerships. This approach alarmed other football organizations responsible for existing competitions, who viewed it as a threat to their commercial interests.
Fifa responded by stating that FFE would create an additional $10 billion in funding for its 211 member associations, with participation described as voluntary. An investment group led by Joshua Kushner, brother of Donald Trump’s son-in-law, was identified as a potential minority shareholder with no operational control. Fifa President Gianni Infantino took to social media to label the plan as a proposal undergoing a “democratic consultation process,” seeking to downplay concerns.
Despite these assurances, opposition quickly mounted. The English Football Association publicly condemned the proposal, and Uefa, the European football governing body, convened an emergency meeting of its 55 members. Uefa members subsequently voted unanimously to boycott all Fifa tournaments should the FFE plan proceed. The Asian Football Confederation (AFC) and Concacaf from North and Central America also expressed strong disapproval, although they stopped short of endorsing a boycott.
Fifa initially maintained its stance, denying any intention to alter the plan and attributing the backlash to media misrepresentation. Nonetheless, internal dissent became evident when Carlos Cordeiro, one of Infantino’s senior advisers and a former Goldman Sachs banker, resigned, citing unequivocal opposition to the scheme.
Additional leaks revealed that Fifa had commissioned an expedited report as of July 30 to explore expanding the men’s World Cup to 64 teams by 2030, aligning with objectives highlighted in the JP Morgan briefing. Amid mounting pressure, Infantino abandoned the FFE proposal early last Saturday, acknowledging that the initiative had caused divisions detrimental to Fifa’s goals.
The fallout continued into the following week. The English FA withdrew its prior endorsement of Infantino for re-election as Fifa president, following the Welsh FA’s similar decision. Other European members appeared poised to reconsider their support. Meanwhile, a faction within the Fifa Council prepared to seek an extraordinary general meeting—a move that could precipitate a leadership challenge. Under Fifa rules, a motion supported by at least half of the 37 council members is required to convene an EGM; securing the necessary backing will likely depend on support from Asian members alongside European and North American representatives.
The controversy has exposed deep divisions within football’s governing structures, calling into question Infantino’s leadership and the future direction of Fifa’s commercial strategy.