In a move that has sent shockwaves through the football world, FIFA has unveiled a controversial plan to sell minority stakes in its marquee events, including the World Cup to private investors. This bold strategy comes on the heels of the most lucrative World Cup in history, held in North America in 2026, and aims to raise up to $4.2 billion.
The global football governing body announced the creation of a new company, FIFA Forward Enterprise which will handle all commercial rights for the men’s and women’s World Cups, as well as the recently introduced Club World Cup. While FIFA will retain control over sporting decisions, the commercial rights will be managed by this new entity, with private investors holding minority stakes.
FIFA’s Financial Strategy and Partnerships
To facilitate this ambitious plan, FIFA has partnered with Thrive Eternal a permanent capital holding company run by Joshua Kushner brother of Jared Kushner, President Trump’s son-in-law. Additionally, J.P. Morgan has been hired as an adviser. FIFA has pledged to share a significant portion of the raised funds across its 211 member associations.
Gianni Infantino FIFA President, emphasized the importance of football’s global impact, stating, “Football is the world’s most popular sport and an extraordinary engine of human and social development. Our job is to make sure the rest of football grows with it.”
The Backlash: UEFA’s Strong Opposition
The announcement has not been met with universal acclaim. UEFA the governing body for European football, has sharply criticized the plan. In a statement, UEFA argued that “The soul and governance of football are not assets to trade. None of us are the owners of football. It is not FIFA’s to sell.”
The controversy extends beyond UEFA. Some European leagues, such as Spain‘s LaLiga have already sold minority stakes to private investors. However, FIFA’s move is unprecedented for a non-profit organization based in Switzerland.
Controversies and Scrutiny
FIFA’s plan comes amid ongoing scrutiny and controversy. The organization has faced criticism for jacking up ticket prices for the 2026 World Cup across North America. Democratic Ranking Member Jamie Raskin from Maryland has demanded that FIFA President Infantino appear for an interview regarding allegations of corruption and a potential quid pro quo between FIFA and the Trump administration.
Additionally, FIFA came under fire after suspending a red card handed out to U.S. player Folarin Balogun following a request from President Trump and his administration. The suspension allowed Balogun to play in his next match, which the U.S. ultimately lost to Belgium.
As FIFA navigates these controversies, the organization’s bold financial strategy continues to spark debate and division within the global football community.
