FIFA faces UEFA revolt over Gianni Infantino's $20bn World Cup investment plan

July 29, 2026 • 0 • min read

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FIFA faces UEFA revolt over Gianni Infantino's $20bn World Cup investment plan

KEY TAKEAWAYS

FIFA plans a $20bn commercial company for World Cup and tournament rights.
UEFA says football's governance is "not FIFA's to sell."
Member associations could receive up to $24m in future development funding.

FIFA President Gianni Infantino has triggered a fresh row in world football after unveiling plans to create a new commercial company linked to the World Cup and other major tournaments, with private investors invited to take minority stakes.

The proposal, which values the new venture at $20 billion, would allow private investors to acquire minority stakes whilst FIFA retains overall control.

However, the announcement prompted an immediate and unusually forceful response from UEFA, which accused football's governing body of attempting to commercialise assets that "are not FIFA's to sell."

FIFA's new commercial vision

FIFA confirmed it intends to establish a subsidiary named FIFA Forward Enterprise (FFE) to oversee the commercial rights of its flagship tournaments.

The governing body aims to raise up to $4.2 billion later this year by selling minority, non-controlling interests in the company to carefully selected long-term investors.

According to FIFA, the initiative would unlock additional commercial revenue whilst preserving its authority over football governance, competition formats, the international calendar and all sporting regulations.

The organisation said every dollar of net profit generated by FFE would be reinvested into football development worldwide.

Member associations offered significant financial incentives

Central to Infantino's proposal is a substantial increase in funding for FIFA's 211 member associations.

Instead of receiving the currently planned $8 million in development funding during the 2027-2030 commercial cycle, each association could receive:

$20 million through 2030
$22 million during the following cycle
$24 million in the cycle leading to 2038

FIFA also stated that member associations would have the opportunity to participate financially in the new enterprise should they choose to do so.

Infantino described the initiative as "the democratisation of football worldwide" and confirmed that consultations with member associations have already begun.

UEFA launches fierce opposition

UEFA wasted little time responding, issuing one of its strongest public criticisms of FIFA under Infantino's presidency.

In a sharply worded statement, European football's governing body declared:

It is not FIFA's to sell. None of us are the owners of football.

The soul and governance of football are not assets to trade - especially with zero transparency as to who gains financially.

This crosses a line that football's governing institutions should never cross.

Several reports suggest UEFA is now considering its legal options.

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Private investors and political connections

FIFA is working alongside J.P. Morgan to structure the fundraising process.

Among the investors linked to the project is Thrive Eternal, an investment vehicle launched by Joshua Kushner, brother of Jared Kushner, the son-in-law of US President Donald Trump.

The proposal has intensified scrutiny of the increasingly close relationship between Infantino and Trump, particularly following the recently concluded 2026 FIFA World Cup hosted across the United States, Canada and Mexico.

Commercial adviser Greg Maffei, the former Liberty Media chief executive, has also reportedly been involved in developing the structure of the new enterprise.

Record World Cup revenues fuel ambition

The proposal follows FIFA's most commercially successful World Cup to date.

The governing body generated record revenues from the expanded 2026 tournament, benefiting from unprecedented hospitality packages, sponsorship agreements and premium ticket pricing.

That financial success appears to have encouraged FIFA to pursue a long-term commercial strategy capable of generating additional investment beyond traditional broadcasting and sponsorship income.

However, critics argue that introducing private investors into football's premier competitions risks creating pressure to prioritise commercial returns over sporting integrity.

Some fear investors could eventually push for:

More frequent World Cups
Expansion of existing tournaments
Hosting rights favouring the wealthiest markets
Greater influence over commercial scheduling

FIFA insists those concerns are unfounded, maintaining it would retain majority ownership and exclusive authority over every sporting and regulatory decision.

Infantino's long-term future under scrutiny

The proposal has also sparked speculation regarding Infantino's own future.

His current presidential term is expected to conclude in 2031, after which FIFA statutes prevent him from serving another full term.

Reports from multiple British newspapers suggest a commissioner-style leadership position could be created within FIFA Forward Enterprise, potentially allowing Infantino to remain involved after leaving the presidency.

FIFA strongly denied that any such role has been discussed, although it acknowledged that both the FIFA president and the administration would naturally have leading roles within the company if the proposal receives approval.

Echoes of the failed 2018 investment plan

This is not the first time Infantino has attempted to attract major private investment into FIFA.

In 2018, he promoted a proposed $25 billion partnership involving SoftBank that would have financed an expanded Club World Cup and new global competitions.

The project ultimately collapsed after fierce opposition from UEFA and European football stakeholders.

Despite that setback, Infantino has since strengthened FIFA's commercial strategy, expanded the Club World Cup and overseen record tournament revenues.

What happens next?

The proposal still requires approval from FIFA's governing structures and member associations before it can proceed.

No formal timetable has been announced for a vote, although consultations are underway ahead of FIFA's next Congress later this year.

With European football firmly opposed and many member associations attracted by the promise of significantly higher funding, the debate is expected to become one of the defining governance battles of Infantino's presidency.

Whether FIFA succeeds could reshape not only the commercial future of the World Cup, but also the balance of power across global football for decades to come.