FIFA Faces Revolt Over $20B World Cup Unit Sale Plan
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".
- FIFA plans to sell a stake in World Cup commercial operations for $20bn
- UEFA and UK PM Andy Burnham strongly criticise the proposal
- FIFA says deal could double funding to member football associations
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FIFA is proposing to create a new company that would bundle all World Cup commercial revenue—broadcast rights, sponsorships, tickets and licensing fees—before selling a stake to private equity investors. The venture is valued at around $20 billion.
The money raised, roughly $10 billion, would be distributed to FIFA's 211 member associations, potentially doubling their annual funding from $8 million to $20 million each. JP Morgan is advising on the deal, with investment firm Thrive Capital leading the search for investors.
The proposal represents a significant shift from how FIFA has traditionally controlled World Cup revenues. It would give private investors a stake in football's core commercial revenue streams for the first time.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Supporters of the plan emphasise that the additional capital available—potentially £10 billion more, plus doubling annual funding to each member association—could transform football development in under-resourced nations where many associations operate with minimal budgets. Professional investment management could improve operational efficiency without necessarily surrendering control, making this a pragmatic mechanism to unlock FIFA's commercial value for genuine benefit to the global game.
The case against
Opponents argue that introducing private equity ownership into football's commercial operations fundamentally compromises governance by creating shareholders with legal fiduciary duties to seek profit, inevitably clashing with sporting integrity priorities. They contend that football's institutions should remain accountable to the football community rather than to investors, and that the process's opacity suggests authorities are prioritising commercial advantage over the democratic principles essential to protecting the sport's long-term interests.