What was for decades just a rumor in the corridors is now a proposal on the table: FIFA is willing to open the door to private capital to commercialize the world’s most popular sport. With the promise to “reinvest” in football, the organization led by Gianni Infantino seeks to transform the sport into a corporate investment venture, sparking an immediate civil war with Europe’s upper echelons.
Under the guise of modernizing its commercial structures, FIFA has set a very dangerous ball rolling, one in which fans’ rights and the essence of the game could be subordinated to the interests of Wall Street and figures closely tied to the U.S. political elite.
The creation of the “FIFA Forward Enterprise”
Infantino’s masterstroke is called FIFA Forward Enterprise (FFE), a new subsidiary designed to consolidate and monopolize the organization’s true treasure: broadcasting rights, sponsorships, ticket sales, licensing, and the operational management of all its tournaments (women’s, men’s, and youth).
To convince the 211 member associations to approve this partial privatization, FIFA has dangled a lucrative financial incentive. If the project is approved, each national association would receive:
- $20 million in funding for special projects under a new “FIFA Fast-Forward Program.”
- An additional $20 million from the traditional Forward program for the 2027–2030 cycle (a massive increase from the $8 million currently budgeted).
According to Infantino’s speech, the goal is for the commercial division to operate “like a focused and specialized company,” while ensuring that FIFA would retain full control over the rules, the schedule, and purely sporting decisions. However, when billions are at stake, the line between the sporting and commercial spheres often blurs.
The Trump Factor: Who are the buyers?
FIFA’s plan is to raise $4.2 billion by the end of this year by selling minority stakes in this new subsidiary. What has set off alarm bells is not just the figure, but where the money would come from.
The leading candidate to spearhead this capital injection is Thrive Eternal, a private equity firm. The critical detail is its founder: Josh Kushner. Josh is the son of Charles Kushner (current U.S. ambassador to France) and the brother of Jared Kushner, son-in-law and former top advisor to U.S. President Donald Trump. The influx of capital with such strong political ties into the governance of world football raises serious doubts about the impartiality and the true interests behind the operation.
UEFA blasts back: “Football is not a bargaining chip”
The response from Europe was swift. Following leaks in the British media suggesting that Infantino was even considering “selling spots” in the World Cup, UEFA issued a categorical and outright rejection of the initiative, warning of the project’s lack of transparency.
In a statement that marks a turning point in its diplomatic relations with FIFA, the European body declared:
“This crosses a line that football’s governing bodies should not cross. The soul and governance of football are not assets to be negotiated, especially when there is zero transparency regarding who reaps the financial benefits.”
For UEFA, the warning is clear and serves as a call for help to clubs, leagues, players, and fans to stop what they consider a hijacking of the sport:
“None of us own football. It is not up to FIFA to sell it.”
The war of words has begun. In the coming weeks, the 211 national associations will have to decide whether to accept the $40 million offered by Infantino or, on the contrary, heed UEFA’s warnings and prevent world football from ending up listed on the stock exchange under the shadow of U.S. politics.
