FIFA’s ambitious plan to create a new commercial entity, valued at an estimated $20 billion, and sell a significant minority stake to external investors has ignited a fierce debate across the global football landscape, drawing sharp criticism from major confederations like UEFA and CONCACAF.

The proposed entity, named FIFA Forward Enterprise (FFE), is described as a “controlled subsidiary consolidating FIFA’s commercial and event operations.” FIFA intends to sell approximately 20% of FFE to investors, aiming to raise up to $4.2 billion this year. Banking titan JPMorgan is reportedly working with FIFA on the fundraising, with tech investor Joshua Kushner, through his Thrive Eternal fund, in talks to lead the deal. Greg Maffei, formerly of Liberty Media, is also advising FIFA on the initiative, which was first reported by Martyn Ziegler of The Times and the Financial Times on July 28, 2026, and later confirmed by FIFA.

Mounting opposition and ‘selling the soul’ accusations

The announcement has been met with significant backlash. UEFA, European football’s governing body, has accused FIFA of formulating a plan to “enrich themselves and their friends,” stating that it aims to “sell the soul” of the sport. UEFA has scheduled emergency meetings to discuss strategies for combating the proposal.

Echoing these concerns, new British Prime Minister Andy Burnham weighed in, asserting that “the World Cup is not a product” and is “never anyone’s to sell,” as reported by ESPN. CONCACAF, the governing body for North, Central America, and Caribbean football, also expressed “disappointment” in a statement to The Guardian, citing a lack of contribution to the plan’s inception.

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FIFA’s financial incentives and looming deadline

Despite the widespread criticism, FIFA President Gianni Infantino is pushing ahead, presenting the FFE as a mechanism to significantly boost funding for its 211 member associations. FIFA claims the enterprise could provide:

• $20 million per member association in immediate funding.

• An additional $20 million per member for the coming World Cup cycle.

This totals a potential payout of $40 million to each member association. Infantino has set a September 19 deadline for federations to accept his plans, with the initial $20 million becoming available from January 1, 2027, if a positive response is received. The BBC corroborated these financial claims and the September deadline.

The voting requirements for the plan at the FIFA congress remain unclear, with suggestions ranging from a simple majority to a 75% vote. While opposition gathers, Czechia has announced its support for the plan, indicating a potential split among member associations as the deadline approaches. The proposal emerges as FIFA, under Infantino’s decade-long tenure, has transformed into a “commercial juggernaut,” moving beyond the 2026 FIFA World Cup and looking towards the 2030 tournament in Spain, Portugal, and Morocco.

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