FIFA faces backlash from UEFA and UK PM over plan to sell World Cup equity
Kevin Hand
FIFA has proposed creating a $20 billion subsidiary to sell minority stakes in the World Cup and other tournaments to private investors. The plan has triggered fierce criticism from UEFA, UK Prime Minister Andy Burnham, and CONCACAF, with UEFA threatening a potential boycott.
As the echoes of the 2026 World Cup with 48 teams still linger, a new plan for the tournament's future has been unveiled and immediately met with a wave of fierce opposition.
According to an announcement on Tuesday, FIFA plans to establish a subsidiary called FIFA Forward Enterprise (FFE) valued at $20 billion, dedicated to managing the World Cup and other events. Under this framework, FIFA would retain a majority stake but sell a minority share to outside investors, aiming to raise up to $4.2 billion.
FIFA explained the move is intended to maximize revenue from tournaments, which are its main income source to support global football from grassroots to major events. Earlier, during the 2026 World Cup, FIFA faced criticism over ticket prices and travel costs, accused of pushing fans away from "the people's game."
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UEFA was the first to speak out, calling it a "red line" that football governing bodies must never cross. "The soul and governance of football are not assets to be bought and sold, especially without transparency on who stands to profit financially. None of us own football. This is not FIFA's to sell," UEFA stressed in a statement.
On social media platform X, UK Prime Minister Andy Burnham wrote: "Let me be clear. Football does not belong to investors. It belongs to those who fill the stands week in, week out, rain or shine. The World Cup is not a product. It is the greatest tournament in world sport, and it has never been anyone's to sell. No matter how you dress it up, once you sell a part of it, you've sold it short."
The Confederation of North, Central America and Caribbean Association Football (CONCACAF) said it had "not been informed" about the plan and expressed "deep concern" over the lack of proper process.
Potential Investors and Next Steps
According to FIFA, a US-based venture capital firm called Thrive Eternal, founded by Joshua Kushner, brother of Jared Kushner (son-in-law of President Donald Trump), would lead the proposed investor group.
For the plan to proceed, it needs approval from a vote of FIFA's 211 member associations. Among them, 55 are under UEFA's governance.
UEFA is expected to hold an emergency meeting this weekend to discuss the proposal. If FIFA proceeds regardless, one of the most likely retaliatory measures by UEFA would be a boycott of FIFA tournaments. Although representing just over a quarter of FIFA's members, European teams have won six of the last eight World Cups, underscoring their significant weight on the global stage.
Separately, FIFA faced criticism during the 2026 World Cup for overturning a red card for US forward Folarin Balogun after President Donald Trump called President Infantino, as well as for introducing mid-half cooling breaks, which were seen as commercial opportunities for broadcasters rather than for sporting benefit.
