Chicago – July 28, 2026
FIFA President Gianni Infantino is facing sharp criticism after reports said he wants to create a $20 billion company to run World Cup commercial rights, with private investors including the Kushner family. UEFA immediately condemned the plan, saying football “is not FIFA’s to sell” and warning that the sport’s governance should not be treated like an asset.
What FIFA is proposing?
According to AP, FIFA’s proposed entity, FIFA Forward Enterprise, would manage major tournament commercial operations and sell a minority stake to investors while FIFA keeps control. The plan could raise up to $4.2 billion later this year and would be backed by JPMorgan, with Thrive Eternal, led by Joshua Kushner, among the investors under discussion.
UEFA’s Reaction
UEFA said the move crosses a line and raised concerns about transparency and the risk of turning football into a commercial product for outside investors. The backlash reflects a broader fear that private capital could push FIFA toward decisions driven more by profit than by the sport’s long-term interests.
Why it matters?
The proposal still needs approval from FIFA’s 211 member associations, and FIFA says the funds would be reinvested into development programs. The controversy comes at a sensitive time for global football governance, with debate over who should control the commercial power of the World Cup growing more intense.
