Soccer’s world governing body has announced plans to sell up to 20% of its stake in the World Cup and other events.
Published July 29, 2026
FIFA has proposed a plan to sell stakes in the World Cup and other events to private investors, sparking fierce opposition from European soccer governing body UEFA.
Under plans announced by FIFA on Tuesday, a $20 billion subsidiary will be created to run the World Cup and other events.
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World soccer’s governing body announced that FIFA Forward Enterprises will retain a majority stake in the new company and offer a minority stake to outside investors to raise up to $4.2 billion.
The plan still needs to be voted on by FIFA’s 211 member countries.
If successful, the proposed investor group would be led by an entity founded by Joshua Kushner, the brother of US President Donald Trump’s son-in-law Jared Kushner, FIFA said.
UEFA said the proposal “crosses a line that football’s governing body should never cross”.
reinvest in the game
FIFA recently hosted a 48-team World Cup in the United States, Canada and Mexico, the largest in the tournament’s history.
The company is one of the world’s wealthiest sports organizations, generating billions of dollars from broadcast rights, sponsorships and other commercial deals, primarily related to the World Cup.
However, the proposal would free up more funding to expand access to the sport and strengthen global participation, with all net profits reinvested back into football.
“Soccer is the most popular sport in the world,” FIFA President Gianni Infantino said in a statement.
“Parts of the game have turned their popularity into incredible commercial value, and we celebrate that success and hope it continues, as it improves the game as a whole.”
“Our job is to enable the rest of the world of football to grow together. FIFA exists to support sustainable and inclusive development in all corners of the world.”
FIFA announced that in addition to retaining sole control of the subsidiary, it will also retain authority over football governance, competitions, fixtures, regulations and sporting decisions.
“The World Cup is not a product”
The proposal deepens the rift between FIFA and UEFA, with Europe positioning itself as the guardian of soccer, while the non-profit organization says it is focused on expanding access using vast sums of money.
UEFA said in a statement that it was taking the new proposal “extremely seriously”.
“So should all national football associations, so should leagues, clubs, players, supporters, governments and all parties with an interest in the future of the game.
“The soul and governance of football is not a tradable asset. There is zero transparency, especially about who benefits financially. None of us owns football. It is not FIFA that sells it.”
Britain’s new prime minister, Andy Burnham, joined the critics, saying on social media that the sport did not belong to investors.
“The World Cup is not a product. It is the greatest competition in world sport and was never for sale to anyone,” Burnham wrote in X.
“Dress up your deal however you like. If some sell, it’s sold.”
