FIFA President Gianni Infantino has announced plans for a $20 billion commercial company that would run competitions including the World Cup and Club World Cup, drawing an immediate and forceful objection from UEFA.
The proposed subsidiary, FIFA Forward Enterprise, would seek up to $4.2 billion from private investors later this year. FIFA said the fundraising would be based on an initial $20 billion equity valuation, with carefully selected long-term investors receiving minority, non-controlling stakes.
The Times of London first reported the project. FIFA is working with J.P. Morgan, while prospective investors include Thrive Eternal, launched by Joshua Kushner. His brother, Jared Kushner, is the son-in-law of U.S. President Donald Trump.
The men’s World Cup that ended this month strengthened the political and personal relationship between Trump and Infantino. Those ties have also prompted concern, including from UEFA.
UEFA Says FIFA Proposal Crosses a Line
UEFA responded by declaring that the competitions were “not FIFA’s to sell” and that no organization owns football. It also argued that football’s governance and identity should not be traded without transparency over who would benefit financially.
“This crosses a line that football’s governing institutions should never cross,” UEFA said, adding that it was treating the project “extremely seriously” and urging every national Football Association to do the same.
FIFA is a Swiss-based not-for-profit association comprising 211 national member federations. Any deal would require their approval, and FIFA said participating members could gain access to as much as $20 million in one-off capital.
Infantino described the proposal as an effort to democratize football worldwide. FIFA said consultation had begun and stressed that member federations could choose whether to participate in the new financial arrangements.
UEFA represents 55 FIFA members, giving the European body a substantial voice in any debate over the plan.
FIFA Offers Members Up to $24 Million
Infantino outlined the proposal to members who gathered in Manhattan on Jul. 18, before the World Cup final. He told them FIFA intended to unlock more of its commercial potential.
Under the proposed FIFA Fast-Forward Program, development funding would rise through 2038. Instead of the $8 million currently promised to each federation during the 2027-30 World Cup commercial cycle, members could receive $20 million, followed by $22 million and $24 million in the subsequent cycles.
FIFA recorded about $12 billion in World Cup revenue from the 2026 tournament, which featured unprecedented ticket and hospitality prices across the U.S., Canada and Mexico. It remains unclear whether the 2030 tournament, hosted by Spain, Portugal and Morocco, could generate comparable income.
FIFA maintained that it would retain sole control of FFE. The governing body said authority over competitions, football governance, the match calendar and every regulatory or sporting decision would remain exclusively with FIFA.
The proposal arrives after FIFA’s integrity standards were questioned during the World Cup by team coaches, Norway’s soccer federation and the Council of Europe.
Infantino Revives Private Investment Strategy
This is Infantino’s second attempt during his increasingly controversial 11-year presidency to advance a multibillion-dollar project backed by private capital.
In 2018, he promoted a secretive $25 billion offer involving Japan’s SoftBank. The 12-year proposal called for new global competitions, including an expanded men’s Club World Cup, and appeared to have Saudi Arabian financial backing.
That effort collapsed after strong resistance from UEFA, which viewed the plan as a threat to the Champions League and European Championship.
Infantino subsequently developed closer relationships with Saudi soccer and Crown Prince Mohammed Bin Salman. Saudi Arabia will host the 2034 World Cup and provided much of the funding for the revamped men’s Club World Cup staged in the U.S. last year.
The commercial success of the recently completed World Cup has made it likely that Infantino will be re-elected unopposed next year for a fourth and final term, extending his presidency through 2031.
Speculation has continued over whether he could seek another global soccer position after leaving FIFA at 61. The Times reported that FFE might create a CEO-like commissioner role for him.
FIFA insisted that such a position had never been discussed, although it said its president and administration “will and must have leading roles” in FFE if the project receives approval.
No timetable has been announced for consideration by the FIFA Council, which Infantino chairs, or by the 211 member federations. FIFA’s next scheduled congress will be held online on Nov. 23 to confirm the hosts of the Women’s World Cup tournaments in 2031 and 2035.