Just days after the most commercialised World Cup in history ended, FIFA president Gianni Infantino unveiled a plan to sell a minority stake in the tournament to private investors – sparking fury from European football bodies and the UK prime minister.
FIFA, the sport's global governing body, has proposed creating a new subsidiary called FIFA Forward Enterprise (FFE) that would consolidate its commercial and event operations. Under the plan, FIFA would invite third parties to buy minority, non-controlling stakes in FFE. The American venture capital firm Thrive Capital, founded by Joshua Kushner (brother of former US President Donald Trump's son-in-law Jared), is expected to lead the investor group. FIFA says the move will expand "football development funding" to more than $10bn (£7.5bn). The plan still needs approval from FIFA's 211 member associations. If passed, each member association would receive up to $20m (£15m) in "one-off capital" for development. Reports suggest the deal could earn Infantino tens of millions of pounds, though FIFA has not commented on that.
“FIFA's plan to sell World Cup stakes to private investors, opposed by UK PM Burnham and UEFA.”
FIFA has long faced criticism over the commercialisation of the World Cup. The 2026 tournament, which ended on July 19, was widely seen as the most commercialised in history. The new plan has provoked a fierce backlash. UEFA, European football's governing body, issued a statement saying the proposal "crosses a line". UK Prime Minister Andy Burnham wrote on X: "Football does not belong to investors. It belongs to the people who fill the stands … The World Cup is not a product. … Once you have sold a piece of it, you have sold out." The Independent described the plan as "football's nuclear bomb" and "worse than the Super League".
For UK readers, the controversy matters because the World Cup is a national sporting institution. If private investors gain a foothold in the tournament's commercial rights, decisions could prioritise profit over fans and sporting integrity. Burnham, a vocal football supporter, has taken a strong stance. UEFA's opposition also involves the Football Association, which represents England. The plan could affect future World Cup bidding, including any potential UK or joint UK-Ireland bid. It also raises broader questions about the growing influence of private equity in sport.
Q: What is FIFA's plan to sell World Cup rights? A: FIFA wants to create a new subsidiary, FIFA Forward Enterprise (FFE), which would hold commercial rights to its competitions, including the World Cup. It plans to sell minority, non-controlling stakes to private investors. Thrive Capital, led by Joshua Kushner, is expected to lead the investor group. The plan requires approval from FIFA's 211 member associations.
Q: Why are critics opposed to the plan? A: Critics argue that selling stakes in the World Cup treats a public good as a commodity. UEFA said the plan "crosses a line". Prime Minister Burnham said: "Once you have sold a piece of it, you have sold out." The Independent called it "the gravest existential threat to football yet" and worse than the Super League. There are also concerns about Infantino's potential personal financial gain.
Q: Does the plan need approval? A: Yes, the plan must be approved by a vote of FIFA's 211 member associations. If approved, each association would receive $20m (£15m) in one-off capital for development. The vote is expected at a future FIFA Congress.
What happens next: The proposal faces an uncertain path. European nations are reportedly discussing a possible World Cup boycott if the plan goes ahead. Infantino is standing for re-election as FIFA president. The controversy is likely to dominate FIFA's governance discussions in the coming months.