FIFA has confirmed plans to establish a new subsidiary, FIFA Forward Enterprise (FFE), which would allow the organization to sell a minority stake in the World Cup's operations to private investors for billions of dollars. This announcement followed reports in UK newspapers The Times and the Financial Times on Tuesday, July 29th, 2026.

The proposed investors include Thrive Eternal, an investment vehicle led by Joshua Kushner, brother of Jared Kushner, son-in-law of former US President Donald Trump. The connection between FIFA President Gianni Infantino and Trump has raised concerns about transparency and governance, with critics questioning whether FIFA has the authority to make such a move unilaterally.

The proposal has been met with fury across the football world. Hans-Joachim Watzke, vice president of Germany's DFB, noted a strong consensus among member associations opposing the plan, citing recent discussions with Aleksander Ceferin, president of UEFA.

Bret Myers, a professor of sports business practices at Villanova University in Pennsylvania, USA, emphasized the World Cup's unique global status, stating, "The World Cup is one of the few truly global sporting events, and that comes with a responsibility beyond maximizing revenue."

While North American sports traditionally operate within a commercial framework that accepts private ownership and investor involvement, football—especially in Europe—has a stronger tradition of viewing clubs and competitions as cultural institutions rather than purely commercial assets. Critics warn that selling a stake could undermine this ethos.

Infantino responded on social media on Monday, July 28th, writing, "While you divide, we unite," addressing his detractors. However, by Tuesday, the football community had largely united in opposition to his latest scheme.

FIFA remains a nonprofit organization but holds cash reserves estimated at $8 billion (€7.02 billion) following a World Cup that saw ticket prices soar. Some insiders suggest that the president uses these funds to reward loyal supporters and punish opponents.

The debate continues as the football world grapples with the implications of FIFA's increasingly profit-driven approach under Infantino's leadership.

Sources