FIFA has a new plan to raise billions of dollars: Selling stakes in the World Cup
FIFA is planning to sell minority stakes in the commercial rights to the men's and women's World Cup and the Club World Cup, through a new company called FIFA Forward Enterprise. It would be an unprecedented step for the nonprofit body, marking the first time it has opened up its flagship competitions to outside private investment, and comes as FIFA seeks fresh capital despite already generating record revenues from football's global appeal.
FIFA hopes to raise up to $4.2 billion (£3.3 billion) through the scheme, on top of at least $13 billion already generated in the current four-year cycle, with proceeds promised to be shared among its 211 member associations. Joshua Kushner's investment firm Thrive Eternal, alongside adviser J.P. Morgan, has been brought in to help identify investors, while FIFA president Gianni Infantino said the aim was to ensure "the rest of football grows" alongside its commercial success. UEFA hit back strongly, warning that "the soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially," with the plan also facing scrutiny amid rising 2026 World Cup ticket prices and corruption allegations raised by US lawmakers.
- FIFA plans to sell stakes in World Cup commercial rights via new firm
- Aims to raise up to $4.2 billion with Kushner-linked investors involved
- UEFA and critics warn of lost transparency and governance concerns
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FIFA, the international body that runs professional football globally, is planning to sell shares in the commercial rights to the World Cup tournaments to private investors. It would be the first time the organisation has allowed investors to own a stake in its flagship competitions.
FIFA hopes the scheme would raise billions of pounds, with the money going to its 211 member football associations. Although the organisation already makes record revenues from football, it argues this additional investment would help develop the sport more widely.
The proposal has generated significant criticism, with concerns raised that allowing private investors to own stakes in the World Cup could compromise football's independence and governance. Questions have also been raised about transparency—specifically who would benefit financially and how major decisions would be made with private investors involved.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
This represents a pragmatic, modern approach to ensuring football's global growth benefits all 211 member associations. FIFA already generates record revenues, and by opening minority stakes in World Cup commercial rights to professional investors like Thrive Eternal, it can unlock billions in additional capital for grassroots development and women's football, particularly in smaller nations. Such investment partnerships, managed by experienced firms, allow FIFA to amplify football's growth without relying on government debt, whilst ensuring proceeds are distributed collectively among member associations.
The case against
Football's flagship competitions possess an integrity and independence that transcend commercial logic and shouldn't be privatised, even as minority stakes. FIFA already generates over £13 billion in the current cycle, making the necessity argument unconvincing, especially given simultaneous rising ticket prices and unresolved corruption allegations. The scheme lacks adequate transparency about investor identities and actual benefit distribution, raising fundamental governance questions that threaten football's soul—its independence from pure commodification and private shareholder interests.