Infantino calls plan to sell World Cup stake a proposal, 'not an obligation

FIFA President Gianni Infantino has reiterated that his proposal to establish a private subsidiary to manage the commercial rights of the World Cup is not an obligation but an opportunity, as opposition from global football bodies intensifies. The plan, which involves selling a 20% stake in FIFA competitions to private investors, has sparked fierce debate over the commercialization of football’s most prestigious tournament.

Infantino described the initiative, known as the FIFA Forward Enterprise (FFE), as a “proposal, an offer” that would unlock underutilized commercial value to fund global football development. In a video statement released by FIFA, he emphasized that the plan would require approval through a democratic vote by the 211 member associations and the FIFA Council. “It is an opportunity but not an obligation,” he said, framing the move as a way to accelerate progress for “better pitches, stronger national teams, and greater support for women’s football.”

The proposal has drawn sharp criticism, particularly from European football authorities. The Union of European Football Associations (UEFA) condemned the plan as a “reckless and divisive development,” arguing that the World Cup should not be treated as a “private equity asset.” UEFA’s executive committee is set to hold an emergency meeting to discuss its response, following revelations that some member associations were not given prior notice of the proposal. The organization accused FIFA of bypassing consultation, with one statement calling the timeline for approval “a clear indication of the plan’s flawed nature.”

The controversy centers on the involvement of Thrive Eternal, an investment vehicle led by Joshua Kushner, brother-in-law of former U.S. President Donald Trump’s daughter Ivanka. The Football Association (FA) and other bodies have raised concerns about the lack of transparency, with FA chair Debbie Hewitt among those excluded from early discussions. David Bernstein, a former FA chairman, urged England to withdraw from the World Cup if the plan proceeds, while the Czech Football Association expressed cautious support, citing potential benefits for its national team.

FIFA’s timeline for the initiative includes key milestones: investors will gain access to term sheets in August, confirm investment amounts by September, and submit commitment letters by October. The first $20 million in funding is expected by late October, with a total of $40 million anticipated. However, critics argue that the rushed process undermines democratic principles. La Liga president Javier Tebas accused Infantino of using the proposal as a “campaign financed with the future of football,” while the German Football Association’s Hans-Joachim Watzke called the plan an “absolute attack on football.”

The Asian Football Confederation (AFC) and other regional bodies have also voiced concerns, with AFC chief condemning FIFA’s lack of consultation as “totally unacceptable.” Meanwhile, FIFA has defended the plan by pointing to examples like Formula 1 and European football leagues, which it claims use dedicated commercial operations. The organization insists private investors would have no influence over the World Cup’s governance, though critics remain skeptical.

The debate has intensified as UEFA and other groups warn of potential fallout. Three Uefa members reached the 2026 World Cup semifinals, and the threat of their withdrawal—though described as an “outer edge” of possibilities—could jeopardize the tournament’s financial stability. Despite the backlash, Infantino maintains the proposal is a “golden opportunity” to transform football globally, asserting that fans would ultimately benefit from increased funding. However, the growing rift between FIFA and its governing bodies highlights deepening tensions over the sport’s direction.