UEFA fury as FIFA plans $20B World Cup private investor deal
UEFA has condemned FIFA President Gianni Infantino’s plan to create a $20 billion commercial subsidiary with private investors—including a Kushner family-backed fund—to help run the World Cup and other competitions. Europe’s governing body said football’s soul and governance “are not assets to trade,” warning the proposal “crosses a line” national associations should never accept.
Key Takeaways
- FIFA wants to launch FIFA Forward Enterprise (FFE), valued at about $20 billion, and raise up to $4.2 billion from minority investors.
- UEFA said “it is not FIFA’s to sell” and urged every national association to take the reports “extremely seriously.”
- Intended investors include Thrive Eternal, launched by Joshua Kushner; FIFA is working with J.P. Morgan.
- Andy Burnham and the Football Supporters’ Association have joined UEFA in opposing the plan.
- FIFA says it would retain sole control of governance and that members could access more development funding if they approve.
What did UEFA say about FIFA’s investor plan?
According to AP News, UEFA responded within hours of FIFA’s Tuesday announcement. “It is not FIFA’s to sell,” the European body said. “None of us are the owners of football.”
UEFA also argued that “the soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially.” The group, which represents 55 of FIFA’s 211 member federations, said the idea “crosses a line that football’s governing institutions should never cross.”
The clash lands in Celebrity Breaking News territory because it pits Infantino’s commercial push against Europe’s power brokers—and against political and fan critics who say the World Cup is not a sellable product.
What is FIFA Forward Enterprise and who would invest?
FIFA said FFE would combine commercial rights sales with operational delivery of tournaments such as the World Cup and Club World Cup. The body plans to raise up to $4.2 billion later this year “based on an initial equity valuation of $20 billion by carefully selecting long-term investors who will purchase minority, non-controlling interests.”
FIFA is working with J.P. Morgan. Intended investors include Thrive Eternal, launched by Joshua Kushner, whose brother Jared Kushner is a son-in-law of U.S. President Donald Trump. AP noted that the just-finished men’s World Cup deepened political and personal ties between Trump and Infantino, fueling concerns UEFA has voiced about those links.
FIFA insisted it “would retain sole control of FFE and exclusive authority over football governance, competitions, match calendar, and all regulatory and sporting decisions.” Infantino called the project “about the democratization of football worldwide,” adding that a consultation process has begun.
Why are politicians and fans joining the backlash?
Andy Burnham joined the criticism, saying football “does not belong to investors” and belongs instead to fans who fill the stands. “The World Cup is not a product,” he wrote. “Once you have sold a piece of it, you have sold out.”
The Football Supporters’ Association called the plan a “new low,” saying supporters left the World Cup already fearing FIFA had gone too far—and that this proposal confirmed those fears. The group said it fully supports UEFA’s statement and vowed to fight decisions that threaten the game for “short-term commercial gain.”
FIFA told members they could see development funding rise—from the currently promised $8 million each through the 2027–30 cycle to $20 million, then $22 million and $24 million in later cycles—plus “up to $20 million in one-off capital.” Members must still approve any plan. There was no clear timetable Tuesday for a final decision, though FIFA’s Council and the 211 federations would need to weigh in.