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FIFA President Gianni Infantino is seeking to privatize the World Cup
FIFA President Gianni Infantino courted plenty of controversy during the 2026 World Cup. And while the World Cup may be over, his latest move suggests he has no intention of slowing down.
After spending the 2026 World Cup navigating controversy over the Folarin Balogun red card reversal, the FIFA Peace Prize he invented for President Donald Trump, and 72 European Parliament members calling for his investigation, Gianni Infantino again enraged the soccer world with a proposal to essentially privatize the World Cup.
Earlier this week, Infantino and FIFA announced plans to create a new entity called FIFA Forward Enterprise — valued at approximately $20 billion — that would bundle all of the World Cup’s commercial operations, including broadcast rights, sponsorship, ticket sales, and licensing fees, and sell a minority stake to private equity investors.
Joshua Kushner’s Thrive Capital, whose founder is the brother of Jared Kushner, Donald Trump’s son-in-law, is leading the search for investors, while FIFA is also working with JP Morgan to set up the new entity.
FIFA is facing a revolt over its plan to sell a minority stake in a new $20 billion entity bundling World Cup commercial rights
Infantino says the plan could raise an additional $10 billion for FIFA’s 211 member associations, potentially more than doubling their annual funding from $8 million to $20 million.
“This is about the democratization of football worldwide,” Infantino said in a statement.
The backlash was immediate and came from multiple directions. UEFA condemned the plan, saying the sport “isn’t FIFA’s to sell” and that “the soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially.”
“Football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine. The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell. Dress the deal up however you like. Once you have sold a piece of it, you have sold out,” new UK Prime Minister Andy Burnham said on social media.
The governing body of European football has threatened a boycott of the World Cup in response.
European nations will discuss potentially boycotting the World Cup if Gianni Infantino pushes ahead with plans to sell off part of FIFA to private investors. 🚨 pic.twitter.com/9uK8E56PhF
— Sky Sports News (@SkySportsNews) July 28, 2026
The Kushner connection has added a political dimension that critics say cannot be ignored given Infantino’s already well-documented closeness to Trump, with US Congressman Jamie Raskin, the top Democrat on the House Judiciary Committee, having launched a separate investigation into FIFA and Infantino’s ties to the Trump administration. European lawmakers have also called for a probe into the pair’s relationship.
Meanwhile, one source who spoke to The Sunday Times called the conditional funding offer to member associations — $40 million if they approve, $10 million if they don’t — “pure bribery.” FIFA has given nations a deadline of September 19 to decide.
“It is my duty and responsibility as FIFA president to present such game-changing opportunities to you, our members,” Infantino wrote in the letter seen by The Associated Press. “Should you wish to proceed this $10billion package will become available as of January 1, 2027, ushering in the next phase of our journey together.”
“Should you wish to retain the status quo and reject this proposal we still have our planned expansion of the Forward programme [development money] of $2.7billion as previously presented. In total for the upcoming cycle starting as of January 1, 2027 each member association will have the possibility of access up to $40million per member association under this proposal.”
The 2026 World Cup generated more than $15 billion in revenue for FIFA, making it the most lucrative tournament in history. Infantino is now looking for ways to make even more.