FIFA's $20bn World Cup privatisation plan sparks UEFA revolt and EU backlash

The plan

FIFA confirmed on 29 July that it is creating a new commercial entity, Fifa Forward Enterprise (FFE), valued at $20 billion. The governing body intends to sell a minority stake of around 20% to private investors, raising approximately $4.2 billion. Among the first investors is Thrive Eternal, a fund led by Joshua Kushner, brother of Jared Kushner, son-in-law of US President Donald Trump. Investment bank JP Morgan is advising on the deal. FIFA says the entity will bundle commercial activities and event management for the World Cup and Club World Cup, with the proceeds earmarked for football development. Under the proposal, FIFA would retain at least 51% of FFE, the 211 member federations would collectively hold 20%, and private investors would take the remainder.

Immediate backlash

The plan drew an immediate and fierce response from UEFA, which issued a statement saying the project "crosses a line that the institutions governing football should never cross." The European confederation has called an emergency online meeting of its 55 member associations for Thursday 30 July to coordinate a common position, with some officials reportedly discussing a possible boycott of FIFA competitions. Concacaf, the confederation for North and Central America and the Caribbean, also expressed deep concern over the lack of regulatory procedure, noting that details were made public before any discussion with governing bodies.

FIFA cannot continue to use our sport to enrich itself and its friends. Football can grow in another way. The time has come to truly put federations, clubs, leagues, players and fans at the centre.

Political intervention

The controversy quickly spilled into politics. EU Commissioner for Sport Glen Micallef posted a lengthy thread on X, declaring that "this is not baseball" and that the World Cup remains the greatest sporting tournament on the planet. He warned that the relentless commercialization of football has become "corrosive" and that the European Commission would examine the proposals under EU competition law, given the potential alignment of FIFA's regulatory powers with private financial interests.

Commercial success should strengthen football, not devour it. Hands off our sport.

UK Prime Minister Andy Burnham also weighed in, stating that football belongs to the fans who fill the stands week after week, rain or shine. He argued that the World Cup is not a product and that selling even a part of it means selling the whole thing.

You can dress it up however you like, but once you've sold a part of it, you've sold the whole thing.

What is at stake

Critics fear that private ownership will push FIFA toward more frequent and larger tournaments to maximise returns. Reports mention a possible World Cup every two years with 64 teams or more, higher ticket prices, an even more congested calendar, and greater risks to player health. The just-concluded World Cup generated a record $15 billion in revenue, but opponents argue that chasing ever-higher commercial returns would reduce football to a mere show. FIFA counters that the influx of capital would allow it to distribute more funds to member federations for building sports centres, training coaches, and developing youth sectors.

Next steps

FIFA has sent a letter to all 211 federations offering $40 million each if they support the plan by 19 September; those who decline would receive $2.7 million. The proposal must then be approved by the 38-member FIFA Council and a majority of federations at the FIFA Congress in March 2027, the same gathering at which Gianni Infantino is expected to stand for re-election, currently as the sole candidate.