- FIFA plans a $20bn subsidiary for major events
- UEFA has criticised the proposed investment plan
- FIFA says the funds will support global football development
FIFA has announced plans to establish a new subsidiary valued at about $20 billion to manage the commercial and event operations of the World Cup and other major competitions, with the organisation considering selling minority stakes to outside investors.
Eko Hot Blog gathered that under the proposal, FIFA Forward Enterprise (FFE) would offer investors up to a 20 per cent non-controlling interest, potentially raising as much as $4.2 billion. FIFA said it would retain full control of the subsidiary and continue to oversee football governance, competitions, regulations and sporting decisions.
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The plan has already triggered strong opposition from UEFA, which accused FIFA of treating football as an asset that could be sold to private investors.
FIFA said the proposed investment would help increase funding for football development around the world, with proceeds reinvested into the sport.
FIFA President Gianni Infantino said the initiative was designed to ensure that the commercial success of football benefits the wider game, including countries and communities with fewer resources.
The organisation said the funds would support an optional programme through which its 211 member associations could receive up to $20 million in one-time funding for projects such as stadium infrastructure, coaching, national teams, competitions, grassroots development and women’s football.
The amount available could increase to $24 million during the 2035–2038 cycle, according to FIFA.
The proposed subsidiary would remain entirely under FIFA’s control, while external investors would have no role in its day-to-day operations.
UEFA, however, strongly criticised the proposal, saying football’s governance and identity should not be treated as commercial assets.
The European governing body argued that the plan lacked sufficient transparency over who would benefit financially from the investment and warned that football should remain a shared institution rather than an asset controlled by investors.
The dispute further highlights the growing tensions between FIFA and UEFA, whose relationship has deteriorated over several issues involving the organisation and running of international football.
FIFA said the proposal would be submitted to its 211 member associations and the FIFA Council, which would have the final authority to approve the plan.
A proposed investment group led by Thrive Eternal, an investment vehicle founded by Joshua Kushner, is expected to participate in the deal. FIFA said it was also working with JPMorgan on securing external investment, while former Liberty Media chief executive Greg Maffei has served as a commercial adviser.
Joshua Kushner is the brother of Jared Kushner, US President Donald Trump’s son-in-law, although a source said Jared Kushner was not involved as a potential investor.
Critics of the proposal have questioned whether allowing private investors to acquire a stake in a FIFA-controlled commercial entity could change the relationship between football’s governing institutions and the sport’s growing commercial interests.
FIFA, however, maintained that the investors would only hold a minority interest in FFE and would not have operational control, insisting that its authority over football itself would remain unchanged.
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