Less than two weeks after the final ball was kicked at the 2026 World Cup, Fifa has unveiled a plan to sell a stake in the tournament’s commercial rights to private investors – triggering an immediate backlash from Uefa, the UK prime minister and fan groups.
Under the proposal, Fifa would set up a new subsidiary, Fifa Forward Enterprise (FFE), to consolidate its commercial and event operations. The governing body said it would “invite third parties to make minority, non-controlling investments” in the entity. Thrive Capital, an American venture capital firm founded by Joshua Kushner – the brother of Donald Trump’s son-in-law Jared – is expected to lead the investor group. Fifa is working with the US bank JP Morgan on the venture, according to the Guardian, and sources told the paper that Fifa values the new commercial entity at about $20bn.
“Fifa plans to sell World Cup rights to private investors, sparking furious backlash from Uefa, PM Andy Burnham, and fans.”
Fifa said it intends to expand “football development funding” to more than $10bn (£7.5bn), with all 211 member associations able to access up to $20m each in “one-off capital”. The plan still requires approval from a majority of member nations, but Fifa declined to say when a vote would take place.
Gianni Infantino, the Fifa president, said every nation should benefit from the riches football creates. “Parts of the game have turned that popularity into remarkable commercial value – and we celebrate that success and want it to continue, because it lifts the whole game,” he said. “Our job is to make sure the rest of football grows with it.”
The reaction was swift and fierce. Uefa issued a statement accusing Fifa of “attempting to sell the soul of football” and said the proposal “crosses a line that football’s governing institutions should never cross”. European football’s governing body added, “The soul and governance of football are not assets to trade – especially with zero transparency as to who gains financially. None of us are the owners of football. It is not Fifa’s to sell.” Uefa is believed to be considering its legal position.
UK Prime Minister Andy Burnham wrote on X: “Let me say this very directly. Football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine. The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell. Dress the deal up however you like. Once you have sold a piece of it, you have sold out.”
The Football Supporters’ Association (FSA) described the move as “a new low” after “many supporters came home from the World Cup believing Fifa couldn’t do much more to ruin everything we love”. The FSA vowed to “do everything in our power as fans to fight back” and fully supported Uefa’s stance.
Fifa sources have told BBC Sport there has been no discussion over Infantino, or anyone else, becoming chief executive of FFE. However, the organisation’s statement said Infantino and the rest of Fifa “has a duty” to control the development of the project, without specifying what that means. The plan now hangs on the vote of 211 nations – and the question of whether football’s soul can be bought.