FIFA has launched a consultation that could see a minority stake in a World Cup‑focused commercial entity sold to private investors, a move that would create a new venture called FIFA Forward Enterprises to oversee the sport’s commercial operations.
The proposal has been met with swift opposition from UEFA and its confederations, with the European governing body issuing a stark statement that the soul and governance of football are not assets to be traded, and warning that member associations would consider a boycott if the plan proceeds.
Infantino’s Tightrope
While the European and North American blocs have voiced strong resistance, FIFA has indicated that member associations that decline to back the scheme will still receive a guaranteed $20 million payout in the 2027‑30 cycle, whereas those that agree could see that figure rise to $40 million.
The financial incentives have added a layer of complexity to the debate, as FIFA President Gianni Infantino finds himself caught between the desire to modernize revenue streams and the risk of alienating the very federations that sustain the organization.
Behind the scenes, a consortium led by Thrive Capital, the investment firm founded by Joshua Kushner, is expected to front the capital, while other names such as Jared Kushner, Donald Trump and Folarin Balogun have been mentioned in connection with the broader discussion, though their precise roles remain unclear.