FIFA and its president, Gianni Infantino, faced fierce backlash across the football world over plans to sell a stake in World Cup.
World football’s governing body, FIFA, has said it will not proceed with its proposal to sell a piece of its business empire to outside investors after the project was met with fierce resistance from some of its member associations.
FIFA’s plan was to raise up to $4.2bn by selling about a 20 percent stake in a new unit that would run FIFA events including the World Cup, valuing it at $20bn. Why is UEFA threatening FIFA boycott? Infantino’s World Cup plan explained the growing global opposition for FIFA president Gianni Infantino’s private investment plan.
The people’s game is facing a civil war.
Football – so often also dubbed ‘the beautiful game’ – is on the verge of an ugly standoff that threatens an established order that has stood since FIFA’s governance of the game began in 1904. FIFA’s proposal, fronted by its President Gianni Infantino, to sell stakes in the World Cup and other events to private investors has been met with a furious backlash worldwide.
The plan was only revealed on Tuesday.
In the days that have followed, the sport has made headlines around the world and faced a split in the game with boycotts threatened.
Al Jazeera Sport takes a look at where and how football has gone from a celebration of World Cup glory for Spain to a divide that has provoked fierce words from the continental governing bodies, politicians and a resigning FIFA adviser alike.
What are FIFA’s proposals for its World Cup and events?
FIFA has staged World Cups every four years since 1930, breaking only for World War Two.
The tournament has expanded from 13 teams competing at the inaugural event to a record 48 that lined up at World Cup 2026. That number could swell to 64 for the 2030 edition. Infantino, FIFA, Kushner, and the plan to sell the World Cup: What we know FIFA Forward Enterprise has drawn criticism, including from UEFA and new United Kingdom Prime Minister. The dust has barely settled on the expanded 48-team FIFA World Cup 2026, yet further development of the competition’s future has already been mooted, as well as struck by a fierce backlash.
The shine on the trophy, now held by Spain after their defeat of Argentina in the final, still glitters brightly, but there were tarnishes to this year’s event. Now, the game’s global governing body, FIFA, and its president, Gianni Infantino, face yet more criticism after a plan was released to sell stakes in future World Cups and other events to private investors.
From European football’s governing body, UEFA, to the United Kingdom’s new prime minister, Andy Burnham, FIFA’s plan has been slammed. There has even been a suggestion of a boycott by UEFA.
Al Jazeera Sport takes a look at what the latest proposals on FIFA’s desk mean.
What are Gianni Infantino and FIFA’s new World Cup plans?
FIFA announced plans on Tuesday to sell stakes in future World Cups and other events to private investors in a bid to maximise revenue for the sport.
The proposal is to create a $20bn subsidiary to run the World Cup and other events.
FIFA says it would retain the majority share of a newly created FIFA Forward Enterprise (FFE) scheme, meaning it would still preside over football governance, competitions, match calendars and regulatory and sporting decisions.
Minority stakes, however, would be sold to external investors to raise up to $4.2bn as part of the new proposal.
Why do Infantino and FIFA want to sell stakes in the World Cup?
Debate raged for months in the build-up to World Cup 2026 that FIFA’s ticket pricing was pushing fans out of “the people’s game”, as it has long been regarded. FIFA’s defence was that the World Cup is their main source of income to support the game around the globe – from the sport’s grassroots to the administration of major international events. This latest proposal is FIFA’s attempt to stretch that revenue potential even further.
How would the new plan for the FIFA World Cup work?
Billions of dollars are already raised by FIFA tournaments, largely from broadcasting rights, sponsorship and other commercial deals.
This new commercial subsidiary, the FFE, would extend beyond traditional means of raising funds and would be akin to the franchise model that many sports have now turned to.
The Indian Premier League (IPL), a T20 cricket tournament, was one of the first competitions to fully exploit the potential of franchise models, selling stakes in teams in a newly formed competition. IPL’s business value rockets to $20bn as India cricket league soars IPL cements its place as cricket’s number one T20 competition with an 11% rise in value this year.
The business value of the Indian Premier League (IPL), the world’s richest Twenty20 series, has soared more than 11 percent to $20.6bn this year, according to United States-based investment bank Houlihan Lokey.
The increase reflected a second consecutive year of double-digit growth in the IPL’s business value, Houlihan Lokey said in its “2026 IPL Brand Valuation Study” on Wednesday. Since its launch in 2008, the now 10-team competition has consistently attracted leading world cricketers while building a commercial model that combines broadcast revenues, sponsorship, merchandising and franchise investment.
Ownership changes at its Royal Challengers Bengaluru and Rajasthan Royals franchises earlier this year further demonstrated the IPL’s appeal to big investors and the premium attached to established teams within the league.
A consortium comprising Blackstone, Bolt Ventures, Aditya Birla Group and Times of India Group said in March it would acquire the Bengaluru franchise for a league-record $1.78bn. Separately, in May, the Mittal family and Adar Poonawalla said they would buy Rajasthan for $1.65bn.
“Franchise valuations have reached new highs, private capital participation has accelerated, and the league’s commercial ecosystem continues to diversify,” said Harsh Talikoti, a director in Houlihan Lokey’s financial and valuation advisory business.
“The IPL represents a unique convergence of sport, media, and consumer opportunity, underpinned by strong revenue visibility, disciplined cost structures, and an expanding global audience.” “These latest transactions further demonstrate the confidence investors continue to place in the long-term value creation opportunity.”
The IPL’s stand-alone brand value rose 10.3 percent over the past year to $4.3bn. Reigning champions Bengaluru remain the league’s most valuable franchise, with a brand value of $312m. Teams in that competition are owned by majority investors, who therefore hold significant sway in how it is run.
Other models, including The Hundred of the England and Wales Cricket Board (ECB) – an attempt to rival the IPL – have sold minority ownership of the teams.
ECB, as a result, retains control of the competition, and this is what FIFA is proposing for the share of the World Cup and its events that it intends to sell privately.
Nonetheless, a share is a share and new investors, be it in cricket’s The Hundred or in the FIFA World Cup, will expect at the very least to be heard when it comes to decision-making.
This is where concerns are being raised about the proposals.
Thrive Eternal, a United States venture capital firm, has been put forward to lead the proposed investor group, FIFA said.
The vehicle was founded by Joshua Kushner, the brother of US President Donald Trump’s son-in-law, Jared Kushner.
Any potential investors would thereafter buy into the FIFA events via Thrive Eternal.
What benefits are FIFA claiming if the World Cup and events plan succeeds?
FIFA has said all net benefits will be reinvested in football, and that all countries should benefit from the ever-increasing profitability of the sport.
“Football is the world’s most popular sport,” FIFA President Gianni Infantino said in a statement.
“Parts of the game have turned that popularity into remarkable commercial value – and we celebrate that success and want it to continue, because it lifts the whole game. “Our job is to make sure the rest of football grows with it: FIFA exists to support sustainable, inclusive development in every corner of the world.”
‘It is not FIFA’s to sell’: UEFA and UK PM reaction to Infantino’s World Cup plan?
FIFA has already clashed with domestic and continental governing bodies during World Cup 2026. FIFA proposes plan to sell stakes in the World Cup, angering UEFA Football’s world governing body announces plans to sell stakes of up to 20 percent in the World Cup and other events.
FIFA has proposed a plan to sell stakes in the World Cup and other events to private investors, provoking a furious response from the European football governing body, UEFA.
Under the plans announced by FIFA on Tuesday, a $20bn subsidiary would be created to run the World Cup and other events. World football’s governing body said it would retain a majority share in the new FIFA Forward Enterprise, offering minority stakes to external investment to raise up to $4.2bn.
The plan still needs to be voted on by FIFA’s 211 member nations.
If successful, the proposed investor group is expected to be led by a vehicle founded by Joshua Kushner, the brother of US President Donald Trump’s son-in-law, Jared Kushner, FIFA said.
UEFA said the proposal “crosses a line that football’s governing institutions should never cross”.
Reinvested in the game
FIFA has just held across the United States, Canada and Mexico – the biggest in the tournament’s history.
It is one of the world’s generating billions of dollars, largely from broadcasting rights, sponsorship and other commercial deals linked to the World Cup.
But it says this proposal can increase funds to widen access to the sport and strengthen global participation, with all net benefits to be reinvested in football.
“Football is the world’s most popular sport,” FIFA President Gianni Infantino said in a statement.
“Parts of the game have turned that popularity into remarkable commercial value – and we celebrate that success and want it to continue, because it lifts the whole game. “Our job is to make sure the rest of football grows with it: FIFA exists to support sustainable, inclusive development in every corner of the world.” FIFA said that in addition to retaining sole control of the subsidiary, it would retain authority over football governance, competitions, match calendars and regulatory and sporting decisions. “This crosses a line that football’s governing institutions should never cross,” UEFA said.
“UEFA takes it extremely seriously. So should every National Football Association. So should every stakeholder who cares about the future of the game.
“The soul and governance of football are not assets to trade – especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.”
Andy Burnham, who only replaced Keir Starmer as the United Kingdom’s prime minister last week, wrote on X: “Let me say this very directly. 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.
“The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell. Dress the deal up however you like. Once you have sold a piece of it, you have sold out.
“Football belongs to the fans. It always has, and it always will,” he added. American, Asian confederations blindsided by FIFA’s World Cup plan governing body ‘deeply concerned’ by lack of due process in FIFA private investment plan, AFC ‘disappointed’.
FIFA’s bombshell proposal to sell stakes in a $20bn commercial subsidiary has drawn strong criticism from football’s regional confederations, which said they were blindsided by the world governing body’s plan to bring private investors into the game.
The Confederations of North, Central America and the Caribbean (CONCACAF) and Asia (AFC) delivered stinging rebukes on Wednesday, saying they learned of FIFA’s equity sale proposal through media reports rather than official channels. FIFA said on Tuesday that it plans to create a $20bn subsidiary to run the World Cup and its other events, offering stakes of up to 20% in it to external investors.
Under the plan, FIFA would establish its Forward Enterprise to oversee commercial and event operations. FIFA, which this year held a 48-team World Cup across the US, Canada and Mexico that was the biggest in the tournament’s history, would retain control of the enterprise but offer minority stakes to private investors to raise up to $4.2bn.
CONCACAF cite ‘lack of due process’ by FIFA
“CONCACAF was only made aware of this matter through media reports and, subsequently, via a media release. We are deeply concerned by the lack of due process,” it said in a statement.
“We share the disappointment of many within our region and the game that this level of detail has been designed and shared publicly before any discussion with the relevant governance bodies and stakeholders has taken place.
“As leaders within football, we are the custodians of the game. Collectively, FIFA, the confederations and every member association have a responsibility to always act in the best interests of the sport. “Every decision we make must be guided by good governance, robust processes and long-term stewardship.”
Asian Football Confederation ‘disappointed’ by World Cup plan
The AFC said it recognised the importance of “exploring innovative approaches” but was disappointed that such a significant proposal was announced before the confederation had the opportunity to examine the plan.
“Such initiatives should be founded upon the principles of good governance, transparency and meaningful consultation,” it said. “Decisions that may reshape the commercial and financial future of the game require comprehensive prior engagement with confederations, member associations and other relevant stakeholders before any proposal is made to the appropriate decision-making body(ies),” the AFC added.
“The AFC firmly believes that all stakeholders should be provided with sufficient information and adequate time to assess the proposal in full, including its governance, legal, commercial and strategic implications.”
While the AFC has 47 member associations, CONCACAF has 41.
Together with UEFA’s 55 members, that brings the total to 143 of 211 member associations whose confederations either criticised the proposal or had concerns about it.
“Our job is to make sure the rest of football grows with it: FIFA exists to support sustainable, inclusive development in every corner of the world,” FIFA President Gianni Infantino said.
France and UK react to FIFA move
The backlash also extended to individual country ruling bodies, with French Football Federation chief Philippe Diallo saying his organisation had not been informed either.
“Given its direction – specifically, as I understand, bringing investment funds into a commercial entity alongside FIFA – it obviously raises many questions,” he said on the French Inter radio station.
“Particularly since we, the member federations, were not involved and we lack the specific information needed to weigh in on matters that are clearly fundamental to the future of football.”
England’s Football Association (FA) said it was “completely unaware” of the proposal and had no substantive details.
“Based on the limited information, we are deeply concerned about the lack of process and governance to get to this point, and the apparent substance and principles involved,” the FA said in a statement.
“When the proposal is shared in the full and transparent way now promised by FIFA, we will make our views clear, and comment further.”
UEFA meeting mooted
FIFA’s move provoked a furious response from UEFA, which accused world football’s governing body of putting the game’s “soul” up for sale. UEFA is looking to hold an emergency meeting with its 55 member associations this week to discuss FIFA’s proposal, according to widespread reports, which added that the meeting would be virtual and would seek to work out a plan of action for European football’s governing body.
A boycott of FIFA competitions is understood to be on the agenda for possible responses.
European Union Sport Commissioner Glenn Micallef said he was concerned FIFA’s regulatory powers may become aligned with the financial interests of private entities.
“When the value of investments depends on decisions made by FIFA, that raises profound questions about governance, independence and conflicts of interest,” he wrote on X. The plan would centre around an investment firm attracting private funding.
The expectation is that Joshua Kushner, the founder of Thrive Capital, would lead the proposed investor group via a fund called Thrive Eternal. Joshua is the brother of Jared Kushner, son-in-law of United States President Donald Trump.
Why have UEFA voted to boycott FIFA events over its World Cup plan?
The response to FIFA’s plans has been damning. UEFA members vote to boycott FIFA if Infantino’s World Cup plans pursued nations agree in virtual meeting to boycott FIFA competitions in protest at private equity plan for World Cup.
European football’s governing body, UEFA, has voted to boycott FIFA events – including the World Cup – if FIFA proceeds with plans to sell stakes in a new commercial subsidiary to private investors.
