Picture the World Cup – the most watched sporting event on the planet – with a slice of its commercial rights owned by private investors. That is exactly what FIFA, football's global governing body, has proposed: a new subsidiary called FIFA Forward Enterprise (FFE) that would sell minority, non-controlling stakes in the media and sponsorship rights of the men's and women's World Cups and the Club World Cup. European football's governing body UEFA has reacted furiously, accusing FIFA of trying to 'sell the soul of football'. For UK fans who live and breathe the game, this is a clash that could reshape how the world's biggest tournaments are run.
FIFA's plan, first reported by the Financial Times and the Times, involves creating a new company, FFE, which would consolidate its commercial and event operations. FIFA says it will invite third parties to make minority, non-controlling investments, with Thrive Capital – an American venture capital firm founded by Joshua Kushner, brother of Donald Trump's son-in-law Jared – expected to lead the investor group. The US bank JPMorgan is also involved. FIFA says the aim is to expand 'football development funding' to over $10bn (£7.5bn), which would then be distributed to all 211 member associations. According to the Guardian, FIFA values the new commercial venture at around $20bn, and the Mirror reports that the private investors would buy 20 to 30 per cent, with member associations receiving a small stake totalling 20 per cent.
“FIFA's plan to sell World Cup commercial rights to private investors, sparking a bitter clash with UEFA.”
This move is the latest in a series of aggressive commercial expansions under FIFA president Gianni Infantino. The 2026 World Cup in the United States, Canada and Mexico generated revenues exceeding $15bn, well above initial projections. Infantino has also expanded the Club World Cup, and UEFA fears that private investment will lead to even more frequent or larger FIFA tournaments to drive up returns. Relations between FIFA and UEFA are already strained, and UEFA's statement on Tuesday was scathing: 'This crosses a line that football's governing institutions should never cross. 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.' The Mirror quoted one senior figure calling the plan a 'nuclear bomb' for the game.
For UK readers, the implications are direct. The World Cup and Club World Cup are among the most popular events for British viewers, broadcast on platforms like the BBC and ITV. If FIFA sells commercial rights to private equity, those companies will demand maximum returns – potentially pushing up ticket prices, expanding tournaments to include more matches, or even increasing the frequency of the World Cup. That would put more strain on players already battling packed schedules in the Premier League and Champions League. UEFA, which organises the Champions League, sees this as a direct threat to its own competitions and revenue streams. UK football authorities, clubs and fans all have a stake in how the game is governed, and this plan hands significant influence to outside investors.
Q: Will FIFA lose control of the World Cup? No. FIFA says it will retain majority control and 'exclusive authority over football governance, competitions, the international match calendar and all regulatory and sporting decisions'. The investors would only get a minority stake in the commercial operations – mainly media and sponsorship rights.
Q: How much money is actually involved? The new entity is valued at around $20bn. FIFA aims to raise 'hundreds of millions' by selling a stake, with promises of over $10bn redistributed to member associations for development. The investors would buy 20–30 per cent, according to the Mirror.
Q: Why is UEFA so opposed? UEFA fears that private investment will push FIFA to expand its competitions – in size, frequency or both – to generate more revenue, which could undermine UEFA's own tournaments like the Champions League. UEFA also criticises the lack of transparency over who gains financially and argues that football's governance should not be sold.
What happens next? The proposal will be discussed at the next FIFA Council meeting in autumn 2026, then at the FIFA Intercontinental Cup in December. A formal vote could take place at the FIFA Congress in Morocco in March 2027, where a simple majority of the 211 member associations would be needed to approve the plan. Until then, the war of words between football's two most powerful bodies is only just beginning.