UEFA has strongly rejected FIFA’s proposal to establish a new commercial entity that would allow private investors to acquire minority stakes in the governing body’s World Cup business, describing the plan as a step that football’s governing institutions should never take.
FIFA President Gianni Infantino recently unveiled plans to create FIFA Forward Enterprise (FFE), a new company that would oversee the organisation’s commercial and event operations, including the FIFA World Cup and FIFA Club World Cup.
The proposed entity aims to raise up to $4.2 billion from long-term investors based on an estimated valuation of $20 billion.
Under the proposal, FIFA would retain ownership and control of FFE, while outside investors would hold minority, non-controlling stakes. The governing body is reportedly working with JPMorgan on the initiative, with Joshua Kushner’s investment firm, Thrive Eternal, identified among the prospective investors.
UEFA, however, criticised the proposal, insisting that football’s governance should not be commercialised.
“The soul and governance of football are not assets to trade,” UEFA said in a statement. “None of us are the owners of football. It is not FIFA’s to sell.”
The proposal will require approval from FIFA’s 211 member associations. If adopted, each member association could receive up to $20 million in one-off funding, with FIFA stating that the capital raised would be channelled into football development programmes around the world.
Infantino defended the initiative, describing it as an effort to “democratise football worldwide.”
Reports have also suggested that Infantino could assume a leadership role within the new company after his tenure as FIFA president, provided he wins re-election next year and completes a final term ending in 2031.
The proposal bears similarities to Infantino’s unsuccessful attempt in 2018 to secure a $25 billion investment for new global football competitions. That initiative was also met with strong opposition from UEFA, which raised concerns over the growing commercialisation of the sport’s flagship tournaments.
