On Tuesday, July 30th, 2026, FIFA President Gianni Infantino announced a controversial proposal to form a commercial subsidiary named FIFA Forward Enterprise (FFE). This new entity would sell stakes to private investors, granting them control over FIFA competitions such as the World Cup and Club World Cup.

The $28.7 billion plan aims to consolidate FIFA’s commercial and event operations under this subsidiary, backed by a pool of diverse international investors who build and invest in internet, software, and technology-enabled companies. FIFA hopes the FFE will generate increased commercial revenue, raising $20 million in additional funding by 2030 to support infrastructure, coaching, national teams, competitions, grassroots football, and the women’s game globally.

Currently, FIFA promises $8 million to be distributed during the 2027-30 World Cup commercial cycle. Under the FFE, this would rise to $20 million, then $22 million, and $24 million in subsequent cycles.

However, the proposal has drawn immediate condemnation from football’s international organising confederations. The Union of European Football Associations (UEFA) opposes the plan, and the Confederation of North, Central America and Caribbean Association Football (CONCACAF) expressed being "deeply concerned by the lack of due process". The Confederation of African Football plans to hold a meeting to discuss the bid.

Tim Harcourt, a University of Technology Sydney professor of sports economics and author of the Footynomics website, described the move as "unusual" for a global governing body but noted the timing shortly after this year's FIFA World Cup was not surprising. He also highlighted that "football diplomacy"—in light of the US war in Iran and the 2034 FIFA World Cup scheduled in Saudi Arabia—could influence how the FFE develops.

The commercialisation, frequency, and scale of the FIFA World Cup and other tournaments would be determined by investors if the deal is approved.

Sources also note a potential alignment between Infantino and former US President Donald Trump, referencing past interactions including the FIFA peace prize awarded to Trump and his involvement in player selection processes.

Sources