European football governing body UEFA and UK Prime Minister, Andy Burnham have strongly criticised FIFA’s controversial proposal to open its commercial operations, including the FIFA World Cup, to private investment.
FIFA announced plans to establish a new commercial subsidiary, FIFA Forward Enterprise (FFE), which would consolidate its commercial and event operations while allowing third-party investors to acquire minority, non-controlling stakes. The governing body said the initiative is aimed at expanding football development funding to more than $10 billion (£7.5 billion).
The proposal, which requires approval from FIFA’s 211 member associations, identifies American venture capital firm Thrive Eternal as the expected leader of a potential investor group. Thrive was founded by Joshua Kushner, the brother of Jared Kushner, son-in-law of US President Donald Trump.
FIFA President Gianni Infantino defended the initiative, insisting the organisation’s goal is to ensure that football’s growing commercial success benefits all nations.
“Parts of the game have turned that popularity into remarkable commercial value, and we celebrate that success because it lifts the whole game,” Infantino said.
“Our job is to make sure the rest of football grows with it. FIFA exists to support sustainable, inclusive development in every corner of the world.”
Under the proposal, each member association could receive up to $20 million (£15 million) in one-off capital to support football development projects.
However, UEFA issued a scathing response, warning that the proposal threatens the integrity and governance of world football.
“This crosses a line that football’s governing institutions should never cross,” UEFA said in a statement.
“The soul and governance of football are not assets to trade. None of us are the owners of football. It is not FIFA’s to sell.”
Burnham also condemned the proposal, describing it as a betrayal of football supporters.
“Football does not belong to investors. It belongs to the people who fill the stands,” he wrote on X.
“The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell. Once you have sold a piece of it, you have sold out.”
The The Football Association said it had not been informed of the plans before FIFA’s announcement.
Football finance expert Kieran Maguire warned that private investment could increase pressure on FIFA to expand its competitions in order to maximise returns for shareholders.
According to Maguire, the proposal could fuel demands for a 64-team World Cup and even a biennial tournament, as investors seek greater commercial returns.
The plans are expected to be discussed at the next FIFA Council meeting later this year before being presented to all member associations for a possible vote at the FIFA Congress in Morocco in March.
The proposal has intensified concerns among football stakeholders that commercial interests could lead to an expanded international calendar, placing further strain on domestic leagues, clubs and players while reshaping the governance of the global game.
