FIFA’s $20 billion World Cup plan faces opposition from confederations

By Sanjay Menon — 29 July 2026 — 4 min read

FIFA’s Proposed World Cup Investment Plan

FIFA is seeking approval from its 211 member associations for a plan to sell minority stakes in the World Cup. The proposal, which has been reported by various outlets, involves raising an estimated $4.2 billion in 2026 by selling a 20% minority stake in a new subsidiary, valued at $20 billion. This new entity, named FIFA Forward Enterprise, would manage the non-profit organization’s commercial and event operations.

Under the proposed deal, each of FIFA’s member associations would receive $20 million in funding. Additionally, annual funds to members are projected to increase through 2038. FIFA has stated it would retain primary ownership of the new subsidiary, maintaining control over scheduling competitions, matches, and all governance and regulatory decisions.

The investor group for this initiative is reportedly led by Thrive Eternal, a fund established by Josh Kushner’s Thrive Capital. This fund previously acquired a minority stake in the San Francisco Giants. JPMorgan bankers are advising FIFA on the deal. For the plan to proceed, it requires approval from a majority of FIFA’s member associations.

Growing Opposition and Concerns

The proposed deal has drawn significant criticism from various soccer governing bodies and stakeholders. UEFA, Europe’s governing body for soccer, is reportedly considering a boycott of FIFA events, including the World Cup and the Club World Cup, in response to the plan. An emergency meeting for UEFA is scheduled to address the matter, with French sports minister Marina Ferrari emphasizing the need for European stakeholders to present a united front.

UEFA has expressed strong opposition, stating that the “soul and governance of football are not assets to trade,” particularly given what it describes as a lack of transparency regarding financial beneficiaries. The organization also highlighted concerns about the prospect of member associations losing the $20 million payment if the deal does not go through, suggesting this reveals much about the plan’s nature. Tensions between UEFA and FIFA have been noted in recent weeks, including UEFA president Aleksander Ceferin’s boycott of the World Cup final over various issues, such as FIFA’s decision to suspend U.S. striker Folarin Balogun’s red card during the tournament.

Beyond Europe, other confederations have also voiced their concerns. CONCACAF, which governs soccer in the Americas, stated it was only informed of the deal through media reports and expressed deep concern over the lack of due process. The confederation conveyed disappointment that the deal was presented without prior discussions with other governing bodies. Similarly, the Asian Football Confederation issued a statement indicating it was not consulted and was not given the opportunity to examine and discuss the proposal through established governance channels.

The Football Association (FA) in England also stated it was “completely unaware” of the proposal and lacked substantive details regarding its nature and attached conditions. The FA expressed deep concern about the lack of information and transparency, promising further comment once more details are made clear. British Prime Minister Andy Burnham has also spoken against the deal, asserting that “football does not belong to investors” but to the fans.

Financial Context and Leadership

The financial context surrounding this proposal includes FIFA’s reported revenue of $15 billion from the 2026 World Cup, a significant increase compared to the estimated $7.57 billion generated during the 2022 World Cup cycle. FIFA president Gianni Infantino had previously spoken about his intention to “unleash the commercial potential and opportunity that FIFA has,” a sentiment the organization has referenced in announcing the new venture.

Infantino’s role in the new deal has been a subject of discussion. While he is up for re-election next year, his term is limited after 2031. Reports have suggested Infantino could potentially serve as a “commissioner” or chief executive of the new company after his final term, although he has stated this idea “has never been discussed.” FIFA’s official statement did not elaborate on his future role within the company. FIFA reportedly consulted with the Trump administration on these plans, according to two sources.

The plan’s approval hinges on a vote by FIFA’s member associations, with a deadline set for September for members to claim the $20 million funding. UEFA has acknowledged this deadline and the potential loss of payment for member associations.

Source: forbes.com