Fifa proposes private investment in World Cup comm...

By Rohan Gupta — 28 July 2026 — 4 min read

Fifa has announced plans to seek private investment for its competitions, including the World Cup. This move has drawn a strong reaction from Uefa, European football’s governing body, which has criticised the proposals.

The global governing body for football stated its intention to expand football development funding to over $10bn and to invite third-party investment into a new venture. This initiative was initially reported by the Financial Times and The Times.

Fifa’s Proposal and Investor Involvement

Fifa outlined its plans to invite third parties to make minority, non-controlling investments in a new subsidiary named Fifa Forward Enterprise (FFE). This entity aims to consolidate Fifa’s commercial and event operations. The proposal requires approval from Fifa’s 211 member nations.

Should the plan be approved, Thrive Eternal, an American venture capital firm founded by Joshua Kushner, is expected to lead the proposed investor group for FFE. Joshua Kushner is the brother of Jared Kushner, who is the son-in-law of US President Donald Trump.

Fifa sources have indicated that there have been no discussions regarding Gianni Infantino, or any other individual, becoming the chief executive of FFE. However, Fifa’s statement mentioned that Infantino and the organisation have a duty to oversee the project’s development, though the specific nature of his involvement was not detailed.

As part of its pitch, Fifa stated that all member associations would have access to up to $20m in one-off capital to fund development. Infantino expressed that every nation should benefit from the wealth generated by football, aiming to ensure that the sport’s growth is inclusive and sustainable globally.

Uefa’s Strong Opposition

Uefa has issued a statement strongly criticising Fifa’s proposals, describing them as crossing a line that football’s governing institutions should not cross. The European governing body believes the integrity of football’s governance is at stake.

The Football Association stated it was unaware of Fifa’s plans when they were released. Uefa views the announcement as a significant step, raising concerns about potential expansion of Fifa competitions in terms of size and frequency to generate revenue, which could impact its own competitions.

Uefa emphasised that the soul and governance of football are not assets to be traded, particularly without transparency regarding financial beneficiaries. They asserted that football is not Fifa’s to sell, and that no single entity owns the sport.

This is not the first time Infantino has sought private capital for Fifa. In 2018, a deal in principle with Japanese bank SoftBank for $25bn to fund an expanded Club World Cup and global Nations League did not receive sufficient support, largely due to opposition from Europe. Uefa and clubs are once again united in their opposition to Fifa’s current plans.

Fifa maintains that it would retain control of FFE, including exclusive authority over football governance, competitions, the international match calendar, and all regulatory and sporting decisions. The organisation also stated that all net benefits from FFE would be reinvested into football worldwide.

Potential Implications and Next Steps

The proposed commercial venture is reportedly valued at around $20bn, with Infantino aiming to capitalise on football’s increasing global popularity. Reports indicated that Fifa’s revenues for the recent World Cup exceeded $15bn, surpassing the projected figure of $13bn.

The matter is expected to be a key discussion point at the next Fifa Council meeting in the autumn and around the Fifa Intercontinental Cup in December, which will feature Champions League winners Paris St-Germain. The proposal could be put to a vote by all 211 members at the Fifa Congress in Morocco in March.

Some sources with knowledge of Fifa’s proposals expressed concerns about the involvement of private equity investors and the potential for increased pressure on the football calendar due to expanded tournaments. While a sum of $20m might not be substantial for the English game, it represents a significant amount for many countries globally.

Fifa stated that the new enterprise would allow it to increase funding to each member association from $8m to $20m annually. Infantino is expected to be re-elected unopposed as president next year, and under Fifa statutes, he must step down in 2031 after serving three full terms.

The Times reported that Infantino has aspirations to serve as chair of the new commercial company, which could potentially earn him tens of millions of dollars.