FIFA President Gianni Infantino has unveiled a plan to create a $20 billion company, FIFA Forward Enterprise (FFE), to run major football competitions such as the World Cup and Club World Cup with private investors. The plan includes raising up to $4.2 billion later this year to fund development programs, based on an initial equity valuation of $20 billion. Investors would purchase minority, non-controlling interests.

FIFA is collaborating with JP Morgan, and among the intended investors is Thrive Eternal, a firm launched by Joshua Kushner, whose brother Jared Kushner is a son-in-law of US President Donald Trump. The recent men's World Cup has intensified political and personal ties between Trump and Infantino, raising concerns including from UEFA.

The European football governing body UEFA, which represents 55 of FIFA's members, strongly criticized the proposal. UEFA stated, "This crosses a line that football's governing institutions should never cross," and added, "The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially."

FIFA said that members must approve any plan and would have the opportunity "to access up to $20 million in one-off capital." The outline of the announcement was detailed by Infantino to members in Manhattan on July 18, 2026, ahead of the World Cup final.

This initiative marks the second time in Infantino's 11-year presidency that he has attempted to push through a multi-billion-dollar deal with private backers.

Sources