World soccer governing body FIFA and its controversial CEO Gianni Infantino are under fire over plans to sell off a stake in FIFA’s commercial operations to private equity investors.
The plan would see FIFA set up a new entity, called FIFA Forward Enterprise (FFE), that would bundle all the money-making operations associated with the soccer World Cup — including broadcast rights, sponsorship, ticket sales and licensing fees — and sell a significant stake in the new operation to private investors. FIFA is valuing the new commercial venture at around $20 billion.
After news of the plan broke on Tuesday, FIFA confirmed it is working with U.S. investment bank JP Morgan to set up the new entity. Thrive Capital, an investment company founded by Joshua Kushner, brother of Donald Trump’s son-in-law Jared Kushner, is leading the search for investors.
The backlash was immediate.
European soccer governing body UEFA condemned the plan, saying the sport “isn’t FIFA’s to sell.”
“This crosses a line that football’s governing institutions should never cross,” UEFA said in a statement. “The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially.”
U.K. Prime Minister Andy Burnham joined the fray, taking to social media to post that “football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine. The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell. Dress the deal up however you like. Once you have sold a piece of it, you have sold out.”
FIFA says the FFE could raise an additional $10 billion for its member organizations, the 211 national soccer leagues that make up the association. If members approve the plan, FIFA said it could more than double funding to its member associations from $8 million to $20 million a year, a huge sum for the majority of FIFA members. Infantino defended the plan as a way to spread the wealth generated by the World Cup globally. “This is about the democratization of football worldwide,” he said in a statement.
Others see a money grab.
FIFA and Infantino have been sharply criticized for the commercialization of the recent World Cup, held in the U.S., Canada and Mexico. FIFA expanded the event from 32 to 48 teams, greatly increasing the number of games, allowed a pricey resale market for tickets, and introduced controversial “hydration breaks” which stopped play and allowed for additional advertising during matches. The 2026 tournament was the most lucrative in history, with FIFA expected to announce revenues of more than $15 billion for the event.
Given Joshua Kushner’s connection, via his brother, to President Trump, many also see a potential political conflict of interest.
Infantino already has close ties to the U.S. President. After Trump complained about not winning the Nobel Peace Prize, Infantino invented the “FIFA Peace Prize” and then awarded it to POTUS in December.
UEFA claims FIFA undermined the integrity of this year’s World Cup when it intervened to overturn a red card given to USA striker Falorin Balogun after Trump called and asked Infantino to do so.
This week, Jamie Raskin, the top Democrat on the House Judiciary Committee, launched an investigation into Infantino and FIFA’s ties to Trump’s administration and businesses.
