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European football’s governing body, UEFA, has reacted furiously to reports that FIFA president Gianni Infantino is planning to sell stakes in the men’s FIFA World Cup to investors, describing the proposal as one that “crosses a line” and insisting the tournament is “not FIFA’s to sell.”
According to reports by the Financial Times and The Times, FIFA is exploring a structure under which it would retain majority control of the World Cup while selling minority stakes to its 211 member associations and private investors. The move is said to be part of a wider plan to increase football development funding to more than $10 billion (£7.5 billion).
FIFA said it intends to expand investment in football around the world, subject to approval by its member associations. However, the reports have triggered a sharp response from UEFA, which has been one of Infantino’s most vocal critics in recent years.
“This crosses a line that football’s governing institutions should never cross,” UEFA said in a statement.
“UEFA takes it extremely seriously. So should every National Football Association. So should every stakeholder: leagues, clubs, players, supporters, governments and everyone 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.”
The reports claim FIFA would continue to control the World Cup while opening the door to outside investment through a new commercial structure. According to The Times, the proposal could also pave the way for Infantino to become “commissioner” of the World Cup after his presidency ends in 2031, a role that could prove highly lucrative.
The proposed investment is expected to be led by Joshua Kushner through his Thrive Eternal fund, according to the reports. Thrive Eternal is a permanent capital investment strategy launched by venture capital firm Thrive Capital and is focused on acquiring long-term stakes in franchises and cultural institutions.
The fund acquired a minority stake in Major League Baseball’s San Francisco Giants earlier this year. Joshua Kushner is the brother of Jared Kushner, the husband of US President Donald Trump’s daughter Ivanka Trump. Former Walt Disney chief executive Bob Iger serves as an adviser to Thrive Eternal.
FIFA has not responded publicly to the reports.
The latest controversy comes just days after the conclusion of the 2026 FIFA World Cup. Last week, Infantino defended FIFA’s handling of the tournament in a 900-word statement published across a 15-page post on Instagram and the FIFA website.
He described the tournament as “the best show in the world” and said it had brought “joy and togetherness” to millions of fans.
“Sorry that you were so consumed by hate and criticism that you missed it all,” Infantino wrote, directing his comments at “those behind their pens and papers, behind their screens spreading hate and false rumours.”
The FIFA president also said: “Every city was packed with fans from all around the globe. While they celebrated, you were busy planting seeds of hate.”
FIFA and Infantino faced criticism throughout the World Cup over a range of issues, including Iranian team officials, a Somali referee and fans being denied entry to the United States, allegations of political influence by US President Donald Trump in allowing Folarin Balogun to avoid a suspension following a red card, record ticket prices and commercial breaks introduced midway through each half of all 104 matches.
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