FIFA President Gianni Infantino has unveiled a plan to sell a minority stake in the World Cup, aiming to raise $4.2 billion by divesting a 20 percent share to private investors through a new commercial arm called FIFA Forward Enterprise, in partnership with JP Morgan.
Governance at stake
UEFA responded swiftly, issuing a statement that the soul and governance of football should not be traded, and warning that its member nations may consider an unprecedented boycott of the tournament.
The proposal would create a new commercial division that could place Infantino in a commissioner‑type role, a structure reminiscent of the executive arrangements seen in major American sports leagues.
Such a role could translate into a salary that rivals the highest‑paid commissioners in the United States, where figures like NFL chief Roger Goodell and NBA commissioner Adam Silver command annual compensation approaching $70 million.
Backing for the scheme comes from Joshua Kushner’s investment fund Thrive Eternal, which has voiced confidence that the World Cup’s commercial potential can be unlocked for investors while preserving the tournament’s global appeal.
Other continental bodies — CONMEBOL, CAF, AFC, CONCACAF and OFC — have yet to issue formal statements, leaving the broader football community to watch whether the boycott threat will materialise.
The 2026 edition of the World Cup is already projected to generate a record $15 billion in revenue, setting new benchmarks for North American viewership and underscoring the tournament’s growing economic weight.