FIFA and its president, Gianni Infantino, are facing strong criticism over proposals to sell a stake in the organisation's commercial operations to private equity investors. The plan involves creating a new entity, FIFA Forward Enterprise, which would bundle World Cup revenue streams such as broadcast rights, sponsorship, ticket sales and licensing fees, before selling a significant share to outside investors. Critics, including European football's governing body UEFA, argue the move threatens the sport's governance and traditions for the sake of commercial gain.

FIFA has valued the new venture at around $20 billion (£15.8bn) and is working with JP Morgan on the plan, with Thrive Capital, founded by Joshua Kushner, leading the search for investors. FIFA says the deal could raise an additional $10 billion for its 211 member associations, potentially more than doubling annual funding to each from $8 million to $20 million. UEFA condemned the plan as crossing a line football's institutions "should never cross", while UK Prime Minister Sir Keir Starmer's successor, Andy Burnham, said football "does not belong to investors" and criticised the lack of transparency. The backlash follows earlier criticism of FIFA's commercial approach to the 2026 World Cup in the US, Canada and Mexico, including the expansion to 48 teams and contentious in-match "hydration breaks".