FIFA has proposed creating a new $20 billion subsidiary called 'FIFA Forward Enterprise (FFE)' to run the commercial side of the World Cup, Club World Cup, and other FIFA events. They plan to sell up to 20% of it to private investors.
Here’s the reasoning FIFA is giving, and why it’s controversial:
1. Money for member associations
The big selling point.
- If approved, each of FIFA’s 211 member associations would get up to $40 million for 2027-2030: $20m one-off "Fast-Forward" funding + $20m normal development funding.
- That’s double the current model which would pay $10m.
- The funding keeps rising to $22m in 2031-34 and $24m in 2035-38.
- Deadline to approve: September 19. Infantino called it “an opportunity but not an obligation”.
FIFA argues it can “turbocharge the development of the game globally” and that “parts of the game have turned that popularity into remarkable commercial value – and we celebrate that success and want it to continue”.
2. Commercial expertise + valuation
FIFA wants to bundle broadcast, sponsorship, ticketing, licensing into one commercially-focused company.
- Valuation: ∼$20 billion
- Goal: raise up to $4.2 billion from investors
- FIFA says it would retain majority control and “sole control” over governance, competitions, and calendar. Investors get minority, non-controlling stakes.
Infantino says capturing that value “requires additional expertise, additional insight, distinct from governing and developing the sport”.
3. Follow a trend in sports
FIFA points to other leagues that spun off commercial arms — Spanish and French leagues, Barcelona during its financial crisis.
Why it’s sparking fury
- UEFA and others say it “crosses a line”. UEFA: “The soul and governance of football are not assets to trade”.
- Transparency concerns: Who profits? Ex-FIFA chief Sepp Blatter said “Football belongs to no individual... It belongs to the people”.
- Trump connection reports: Investors reportedly include a vehicle led by Joshua Kushner, brother of Jared Kushner. Figures close to the Trump administration have been consulted.
- Personal benefit claims: Reports say Infantino could become commissioner of FFE after his term ends in 2031. FIFA denies this.
Conclusion
Infantino frames it as a way to unlock billions for grassroots football worldwide. Critics frame it as privatizing football’s crown jewel and risking more commercialization.
The plan still needs approval by a majority of the 211 member associations + FIFA Council sign-off.
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