FIFA’s bold spin‑off plan raises questions about sport’s future
Gianni Infantino, the president of FIFA, has outlined a plan to sell up to twenty percent of a new commercial subsidiary that would manage the organization’s flagship tournaments, including the World Cup. The venture, tentatively called FIFA Forward Enterprises, would centralise the governing body’s commercial activities and channel any surplus to the 211 member nations, a move that Infantino says is designed to preserve FIFA’s non‑profit status while unlocking fresh capital.
The proposed equity stake would be taken up by a consortium fronted by Thrive Eternal, an investment vehicle founded by Josh Kushner, the brother of Jared Kushner, who himself is the son‑in‑law of former U.S. president Donald Trump. Dana White, the president of the Ultimate Fighting Championship, has also been mentioned as a potential backer, underscoring the cross‑sport appeal of the deal.
Critics from UEFA, the English Football Association and Concacaf have voiced strong opposition, arguing that the scheme amounts to a self‑serving financial manoeuvre that could prioritise profit over the integrity of the sport. They point out that each of FIFA’s 211 members holds an equal vote, giving smaller nations the same say as traditional powerhouses.
Under the proposal, countries that refuse to endorse the arrangement risk losing access to a $40 million funding pool, a threat that has heightened the stakes of the upcoming vote. The debate reflects a broader trend of commercialisation across sport, from stadium naming rights to lucrative broadcast agreements with brands such as Michelob Ultra, Etihad, Emirates Airlines, American Express and Barclays Bank.
While the financial incentives are clear, the backlash highlights a growing tension between revenue generation and the preservation of competitive fairness, a tension that will likely shape the future of soccer and possibly other global sports.