Global reaction forces FIFA’s hand
FIFA announced in early 2026 that it would seek to raise roughly $20 billion by offering a 20 percent stake in the World Cup through its newly created Forward Enterprise. The initiative, championed by President Gianni Infantino, was presented as a way to fund global development projects and modernise the tournament’s commercial model.
The proposal quickly ran into a wall of resistance. Representatives from the Union of European Football Associations, the Confederation of North, Central America and Caribbean Association Football and the Asian Football Confederation issued statements warning that the sale would fracture the sport’s governing structure and could trigger a boycott of FIFA‑sanctioned competitions.
Within FIFA’s own ranks, senior adviser Carlos Cordeiro publicly rejected the scheme, describing it as “a bad deal for football.” Cordeiro, who had been closely associated with the Forward Enterprise, resigned shortly after the backlash intensified, saying he could not support a plan that he believed would prioritise profit over the game’s integrity.
The search for investors was being coordinated by Thrive Eternal, a firm owned by Joshua Kushner, whose brother Jared Kushner is the son‑in‑law of former U.S. President Donald Trump. Sources close to the venture said the partnership was intended to tap private capital from across the globe, but the mounting opposition made the effort untenable.
In a statement released on Thursday, Infantino said the project had created deep divisions and was no longer aligned with FIFA’s priorities. He added that the organization would refocus its efforts on delivering a more inclusive and sustainable World Cup, leaving the controversial stake sale behind.