Fifa’s sales pitch revealed: more tournaments, more debt … but no mention of women’s game
Fifa has circulated a 25-page JP Morgan presentation seeking support for a new commercial company, with 20% proposed for sale to US investor Joshua Kushner. The document says future growth would depend on more tournaments, higher ticket prices, debt and more lucrative media arrangements, raising concerns over player workload and why a cash-rich governing body would need borrowing. It also contains no reference to women’s football, despite setting out Fifa’s long-term commercial strategy.
Fifa has offered each of its 211 member associations a $20m (£15m) sign-up payment and forecasts four-year Fifa Forward payments of $24m per association in 2035-39. The deck suggests global tournaments could rise from 200 to 450 annually, while potentially expanding World Cup broadcasting to subscription services or streamers. It compares Fifa’s stated $3.6bn annual revenue with much larger revenues at US private leagues, a comparison some officials questioned; Fifa has about $4bn in reserves and expects $15bn in revenue during the current four-year cycle.
- Fifa’s growth plan relies on more events, debt and higher-value media rights.
- Officials question borrowing despite Fifa’s substantial reserves.
- The presentation makes no mention of women’s football.
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Fifa, the world governing body for football, is seeking investment from US businessman Joshua Kushner by selling a 25% stake in a new commercial company. To win support for the deal, the organisation has shared a detailed business plan outlining its growth strategy over the coming years.
The strategy centres on staging many more tournaments globally—potentially rising from about 200 to 450 annually—along with raising ticket prices, securing more lucrative broadcasting deals, and taking on debt despite already holding about $4 billion in reserves. This approach has raised questions about whether the resulting increase in fixtures is sustainable for players and why such a wealthy organisation would need to borrow money.
A notable gap in the 25-page plan is any mention of women's football, despite the document setting out Fifa's long-term commercial direction. To secure backing from its 211 member associations, Fifa is offering each $20 million upfront and promising $24 million per association in payments during 2035-39.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Supporters could argue that a commercial company and outside investment would help Fifa turn its global reach into more reliable, long-term funding for member associations and football development. More events, new media deals and borrowing could finance that growth, while the proposed payments offer associations a concrete benefit; the presentation may be an investor-focused document rather than a complete account of Fifa’s priorities.
The case against
Critics could argue that pursuing far more tournaments, higher ticket prices and debt risks putting revenue ahead of players’ welfare and fans’ access, especially when Fifa already holds substantial reserves and forecasts significant income. The comparison with US private leagues may not justify this approach, and the absence of any mention of women’s football from a long-term commercial strategy raises a reasonable concern about whose game would benefit.