Julian Leshay Guadalupe/NorthJersey.com / USA TODAY NETWORK via Imagn Images
President Donald Trump and FIFA President Gianni Infantino present the World Cup Trophy to Spain during the FIFA World Cup 2026 final between Argentina and Spain at New York New Jersey Stadium on Sunday, July 19, 2026, in East Rutherford, NJ.
The FIFA World Cup is officially up for sale.
Yes, you read that right.
In a bombshell report from Martyn Zielgler of The Times, he reveals that FIFA is in talks to sell off stakes of the legendary World Cup to American venture capital firm Thrive Eternal, which is led by Joshua Kusher, the brother of United States President Donald Trump‘s son-in-law, Jared.
If that seems like a lot to take in, you’re not alone.
The move, led by FIFA President Gianni Infantino, intends to increase “football development funding” to more than $10 billion. If approved, FIFA says it will ” invite third parties to make minority, non-controlling investments” in a new subsidiary – FIFA Forward Enterprise (FFE) – to “consolidate” its commercial and event operations.
Infantino, who has been FIFA’s president since 2016, could stand to profit immensely from the sale by becoming the future CEO of the subsidiary.
However, FIFA sources told BBC Sport there has been no discussion of that move to this point.
UEFA Pens Scathing Response To FIFA’s Plan To Sell The World Cup
In a statement issued on social media, the Union of European Football Associations (UEFA) strongly condemned the plan.
“This crosses a line that football’s governing institutions should never cross,” the statement read.
“UEFA takes it extremely seriously. So should every National Football Association. So should every stakeholder who cares about the future of the game.
“The soul and governance of football are not assets to trade – especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.”
FIFA Could Buy Off Members In Exchange For Backing World Cup Sale
In order for the move to go through, Infantino and FIFA would need to have the backing of its member countries. While that may seem unlikely at first, it becomes more understandable when you learn that they stand to profit immensely from the move in the short-term.
According to a release from FIFA, member associations would increase their funding from $8 million to $20 from 2027-30, and that number only stands to grow in the years after.
Fifa confirm plans – the framing of it instructive pic.twitter.com/YifOPDGYOt
— Miguel Delaney (@MiguelDelaney) July 28, 2026
Unsurprisingly, soccer fans are disgusted by the news.
“Presidents of federations worldwide are licking their lips. We won’t see looting like this in our lifetimes,” one fan wrote on X.
“Pure greed. Hopefully the regional football federations resist this Trumpian smash and grab attempt by Infantino,” said another.
Ultimately, the immediate influx of cash makes the sale extremely enticing to smaller nations. But that doesn’t make it any less disappointing.