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FIFA’s $20 Billion plan to create a subsidiary running the World Cup and sell stakes to private investors has ignited a governance crisis in international football, according to CNN. The proposal, which could raise up to $4.2 billion from outside backers including a fund linked to the Kushner family, immediately drew fierce opposition from UEFA, which accused FIFA of putting the sport’s “soul” up for sale. According to CNN [1], the announcement was first reported by The Times of London and confirmed by FIFA the same day.

The plan mirrors a controversial 2018 initiative that would have created a $25 billion competition overhaul backed by SoftBank and Saudi money, a deal that collapsed after UEFA objected strongly. This time, Infantino appears more confident given the financial success of the 2026 World Cup, which brought in roughly $12 billion in revenue across the U.S., Canada and Mexico [2].

UEFA’s Sharp Rebuke

UEFA responded within hours, issuing a scathing statement that the proposal crossed a line governing institutions should never cross. “The soul and governance of football are not assets to trade, especially with zero transparency as to who gains financially,” the European governing body said. “None of us are the owners of football. It is not FIFA’s to sell.”

The conflict underscores deepening fractures between FIFA and UEFA, which comprises 55 of FIFA’s 211 member federations. Relations have deteriorated in recent years over disagreements about disciplinary procedures, competition formats and match operations.

Political Dimension

British Prime Minister Andy Burnham joined the criticism on social media, calling the World Cup “the greatest competition in world sport, and it was never anyone’s to sell.” The political backlash adds to pressure from UEFA, which noted that UEFA President Aleksander Ceferin refused to attend the World Cup final following disputes with FIFA.

The timing is particularly sensitive. The 2026 World Cup in the U.S., Canada and Mexico generated record revenue of roughly $12 billion, and Infantino is positioning the FFE deal as a way to unlock similar growth for smaller federations. However, critics argue the model favors wealthy investors over grassroots development.

Financial Stakes

Under the plan, FIFA would establish FIFA Forward Enterprise (FFE) to house broadcast rights, ticketing, licensing and sponsorship income from its flagship tournaments. JPMorgan Chase is advising on the sale, while Joshua Kushner’s Thrive Eternal investment fund is set to lead the investor group. The organization said it would retain sole control while offering minority stakes of up to 20% to external investors.

The deal could raise approximately $4.2 billion at launch, with FIFA pledging that capital would fund development programs and allow its 211 member associations to access up to $20 million in one-off capital for infrastructure, coaching, national teams and grassroots football. Those amounts would rise through the 2030s, according to FIFA’s proposal.

Infantino’s Second Attempt

This is not the first time Infantino has pursued a multi-billion dollar deal with private backers during his 11-year presidency. In 2018, he proposed a secretive $25 billion offer over 12 years with SoftBank of Japan to create new global competitions, including an expanded Club World Cup, seemingly backed by Saudi Arabian money. BeInCrypto reported that the initiative failed after meeting fierce resistance from UEFA, which saw it as a threat to the Champions League and European Championship.

Despite that setback, Infantino built closer ties to Saudi Arabia, which will host the 2034 World Cup and largely funded last year’s revamped Club World Cup in the United States. The financial success of the 2026 World Cup, which generated record revenue of roughly $12 billion across the U.S., Canada and Mexico, has positioned Infantino for likely re-election unopposed next year.

What Happens Next

FIFA’s 211 member associations must approve any plan before FFE can launch. The FIFA Council, chaired by Infantino, would also need to sign off. A vote is expected later this year, possibly at an online congress scheduled for November 23 to confirm hosts of the Women’s World Cup editions in 2031 and 2035.

Outside investors will have no operational role, FIFA emphasized. But critics worry the move could push ticket prices higher, add matches to an already crowded calendar and move broadcasts behind paywalls. Transparency advocates have also raised concerns about the lack of disclosure regarding who would ultimately benefit financially from the arrangement.

Outside investors will have no operational role, FIFA emphasized. But critics worry the move could push ticket prices higher, add matches to an already crowded calendar and move broadcasts behind paywalls.

Conclusion

FIFA’s $20 Billion plan represents the most aggressive commercial shift in the organization’s history and faces significant obstacles. UEFA’s vociferous opposition, combined with scrutiny from governments and transparency advocates, means the outcome remains uncertain. If approved, the deal would fundamentally alter how the world’s most-watched sporting event is funded and governed. Football’s members will ultimately decide whether the promise of increased development funds outweighs concerns about selling the game’s commercial soul.

FAQs

1. What is FIFA proposing with its $20 Billion plan?

FIFA wants to create a subsidiary called FIFA Forward Enterprise that would hold commercial rights to the World Cup and other tournaments. The organization plans to sell up to 20% stakes to outside investors, raising approximately $4.2 billion while maintaining full control over governance and sporting decisions.

2. Who are the key investors involved?

Joshua Kushner’s Thrive Eternal fund is set to lead the investor group. JPMorgan Chase is advising FIFA on the transaction. Jared Kushner, former President Donald Trump’s son-in-law and Joshua’s brother, is not an investor according to sources.

3. Why is UEFA opposing this plan?

UEFA called the proposal a sale of football’s “soul” and said governing bodies have no right to trade the game’s governance. It criticized the lack of transparency about who would profit and framed the move as crossing a fundamental line that should never be crossed.

4. What happens to the money raised?

FIFA says the capital would fund development programs and allow its 211 member associations to access up to $20 million in one-off capital for infrastructure, coaching, national teams and grassroots football. Those amounts would rise through the 2030s.

5. When will a decision be made?

No firm timeline exists, but the plan requires approval from both FIFA’s Council and its 211 member associations. An online congress is scheduled for November 23 where some aspects may be discussed.