FIFA faces opposition over $20 billion World Cup plan

By Arjun Nair / 29.07.2026

By Arjun Nair — 29 July 2026 — 3 min read

FIFA’s Proposed Investment Plan

FIFA is seeking approval from its 211 member associations for a plan to sell minority stakes in the World Cup. This proposal, which has been met with criticism from various football governing bodies, is slated for a vote in September. The plan involves raising an estimated $4.2 billion in 2026 by selling a reported 20% minority stake in a new subsidiary, valuing the venture at $20 billion.

The new company, named FIFA Forward Enterprise, would manage the non-profit organization’s “commercial and event operations.” FIFA has stated it would remain the primary owner and retain control over scheduling competitions, matches, governance, and regulatory decisions. Each of FIFA’s 211 member associations would receive $20 million in funding if the deal proceeds, with annual funds to members projected to increase until 2038.

Thrive Eternal, a fund established by Josh Kushner’s Thrive Capital, is set to lead the investor group. This fund previously acquired a minority stake in the San Francisco Giants. Bankers from JPMorgan are advising FIFA on this initiative. The proposed plan requires approval from a majority of FIFA’s member associations.

Widespread Opposition and Concerns

The proposal has drawn significant opposition from various football confederations and stakeholders. UEFA, Europe’s governing body for football, is reportedly considering a boycott of FIFA events, including the World Cup and the Club World Cup, in response to the plan. An emergency meeting for UEFA was scheduled to address the situation, with French sports minister Marina Ferrari emphasizing the need for European stakeholders to present a united front.

UEFA has expressed strong concerns, stating that the deal “crosses a line that football’s governing institutions should never cross.” The organization highlighted a lack of transparency regarding financial beneficiaries and asserted that “the soul and governance of football are not assets to trade.” UEFA also noted the September deadline set by FIFA and the potential loss of the $20 million payment for member associations, which it believes speaks volumes about the plan.

Beyond Europe, other confederations have also voiced their disapproval. CONCACAF, which governs football in the Americas, indicated it was only informed about the deal through media reports and expressed deep concern over the lack of due process. Similarly, the Asian Football Confederation stated it was “not consulted” and was not given the opportunity to discuss the proposal through established governance channels. The Football Association in England also confirmed it was “completely unaware of this proposal” and lacked substantive details. The English organization expressed deep concern regarding the lack of information and transparency, promising further comment once details become clear.

Financial Context and Leadership

The proposed plan follows a period of significant revenue generation for FIFA. The organization reported making $15 billion in revenue from the 2026 World Cup, a considerable increase compared to the estimated $7.57 billion generated during the 2022 World Cup cycle. FIFA president Gianni Infantino had previously spoken about his intention to “unleash the commercial potential and opportunity that FIFA has,” a statement that the non-profit has referenced in its announcement of the new venture.

Infantino’s role in the new deal has also been a subject of discussion. While he is up for re-election next year and is term-limited after 2031, reports have suggested he could potentially serve as a “commissioner” or chief executive of the new company after his final term. However, Infantino later stated that this idea “has never been discussed.” FIFA’s official statement did not provide further details on his future role within the company.

The British Prime Minister, Andy Burnham, also weighed in on the controversy, asserting that “football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine.” He emphasized that the World Cup is not a “product” but rather “belongs to the fans.”

Source: forbes.com