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FIFA’s proposal to sell a minority stake in a new commercial subsidiary has triggered mounting opposition from football’s governing bodies, with UEFA, the Football Association (FA) and Concacaf all questioning the process behind the plan, while European football is now considering an emergency meeting and potential responses that sources told ESPN could include a boycott of future World Cups.The proposal, unveiled by FIFA earlier this week, would reshape the commercial ownership of the governing body’s flagship competitions, including the FIFA World Cup and Club World Cup, by transferring their commercial and event operations into a newly created company backed by private investment.
FIFA proposes new commercial company
On Tuesday, FIFA announced plans to establish a new subsidiary called FIFA Forward Enterprise, which would take control of the organisation’s commercial and event operations while FIFA retained authority over governance, regulations, scheduling and sporting decisions.Under the proposal, FIFA would sell a 20% minority stake in the new company at an estimated valuation of $20 billion, raising approximately $4.2 billion in private investment.FIFA has appointed multinational financial services firm JPMorgan to advise on the transaction, while the investor consortium would be led by Thrive Eternal, a fund launched by Thrive Capital founder Joshua Kushner. Kushner is the brother of Jared Kushner, the son-in-law of US President Donald Trump, linking the proposed investment to one of America’s most prominent political families.
President Donald Trump, left, speaks with FIFA President Gianni Infantino as confetti falls at the conclusion of the World Cup championship final soccer match between Spain and Argentina in East Rutherford, N.J., Sunday, July 19, 2026. (AP Photo/Jacquelyn Martin)
According to FIFA, the organisation would remain the majority owner of the subsidiary and continue to oversee all football governance matters, while the new structure is intended to generate significantly greater revenues for member associations.The proposal requires approval from FIFA’s 211 member associations before it can proceed.
Infantino offers up to $40 million per association
Following criticism over the proposal, FIFA president Gianni Infantino wrote to all 211 member associations defending what he described as a “singular and unique funding opportunity.”According to the letter, first reported by The Times and reviewed by multiple outlets including the Associated Press, member associations have until September 19 to approve the proposal.Infantino wrote that acceptance would unlock a $10 billion funding package beginning on January 1, 2027.“It is my duty and responsibility as FIFA president to present such game-changing opportunities to you, our members,” Infantino wrote.“Should you wish to proceed this $10 billion package will become available as of January 1, 2027, ushering in the next phase of our journey together.“Should you wish to retain the status quo and reject this proposal we still have our planned expansion of the Forward programme of $2.7 billion as previously presented.”Under the proposal, each member association would have access to up to $40 million during the 2027-30 cycle, comprising a one-off payment of up to $20 million through the proposed Fast Forward programme and a further $20 million through FIFA Forward development funding.FIFA also indicated that annual financial support to member associations would continue increasing through to 2038.
UEFA issues strongest warning yet
The proposal has prompted an increasingly forceful response from UEFA, which says it was not consulted before FIFA publicly announced the plans.On Tuesday, European football’s governing body described the proposal as one that “crosses a line that football’s governing institutions should never cross.”In a strongly worded statement, UEFA said:“This crosses a line that football’s governing institutions should never cross. 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.”Sources subsequently told ESPN that UEFA has accelerated plans to convene an emergency virtual meeting of its 55 member associations to discuss the proposal and potential responses, including the possibility of a future World Cup boycott.After learning of FIFA’s September 19 deadline, UEFA issued a second statement criticising both the ultimatum and the wider proposal.“Today we have learned of FIFA’s deadline to associations to support their proposals or have the one-off payout offer withdrawn. This says everything you need to know about this plan,”UEFA said. “But having held discussions with many stakeholders across the game, UEFA knows there is significant and growing opposition to FIFA’s scheme.“FIFA cannot continue to use our sport to enrich themselves and their friends. We can grow the game correctly. It’s time to prioritise associations, clubs, leagues, players and fans.”
FA and Concacaf also voice concerns
The Football Association said it first became aware of the proposal through media reports and criticised what it described as a lack of transparency throughout the process.“We were completely unaware of this proposal and no substantive details, including what the proposition actually is, and what conditions are attached,” the FA said in a statement.“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.“When the proposal is shared in the full and transparent way now promised by FIFA, we will make our views clear, and comment further.”Concacaf echoed those concerns, saying it too had learned of the proposal only after media reports and FIFA’s subsequent public announcement.“Concacaf was only made aware of this matter through media reports and, subsequently, via a media release,” the confederation said.“We are deeply concerned by the lack of due process.“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. This is the framework within which Concacaf operates. We trust that all within the FIFA family will act in the same manner.”
