FIFA, under the leadership of Gianni Infantino, is preparing to spin off a $20 billion commercial subsidiary that would control the World Cup and a suite of other soccer events. The new entity would be open to external investors, with up to 20 % of its equity on offer, and would immediately allocate $20 million to each of the 211 member associations.
A $20 Billion Bet on Soccer's Future
Infantino frames the move as a push for global “democratisation” of the sport, arguing that smaller federations deserve a share of the revenues that have long been concentrated in Europe.
European Backlash
UEFA described the proposal as putting the game’s “soul” up for sale, and La Liga President Javier Tebas went further, calling the plan “destroying” football. Former FIFA president Sepp Blatter has warned that such a commercial overhaul could undermine the sport’s integrity.
Funding the Developing World
Eric Windholz, a consultant who has advised FIFA on investment matters, suggests the structure could be especially attractive to nations in Africa, Asia and Latin America that have long felt marginalized by the European‑centric financial model.
Historical Context
The proposal also carries historical weight. Former FIFA president João Havelange, who expanded the World Cup in the 1970s and 1980s, deliberately broadened the tournament’s reach to give Africa, Asia and Latin America a larger voice. Infantino’s plan follows a similar trajectory, albeit through a financial lens.
What's Next?
If the scheme secures a majority of votes at the upcoming FIFA congress, it could pave the way for a 64‑team World Cup in 2030, marking the centenary of the first tournament and cementing a new commercial era. Critics, however, warn that the influx of private equity could prioritize profit over the sport’s grassroots development, a concern that has already prompted protests from fan groups and national federations.