The International Federation of Association Football (FIFA) revealed plans to establish a subsidiary to manage the commercial rights of the World Cup and various tournaments, offering 20% of its shares to external investors to raise $4.2 billion, approximately 140 billion baht. Meanwhile, UEFA and many parties strongly oppose this, viewing it as exploiting the "spirit of football" for profit.
FIFA announced plans to create a new subsidiary named FIFA Forward Enterprise (FFE) to manage business operations, commercial rights, and the organization of the World Cup and other FIFA tournaments. The company is valued at $20 billion, with plans to offer a minority stake to investors to raise up to $4.2 billion (about 140 billion baht) by the end of this year.
FIFA stated it will retain majority ownership and have full control over FFE, including football governance, competition organization, scheduling, rules, and sporting decisions. External investors will not have any role in managing the organization.
FIFA said the funds raised will be used to expand football development worldwide, allowing all 211 member associations to invest $20 million each, representing only 0.1% ownership. FIFA believes this will increase global football development budgets to over $10 billion in the next four years, funding infrastructure, coaches, national teams, youth football, and women's football.
Gianni Infantino, FIFA President, said football is the world's most popular sport with enormous economic value. He stated FIFA's duty is to distribute these benefits sustainably across all regions, affirming, "This is about making football belong to everyone."
However, the plan has drawn heavy criticism. The Union of European Football Associations (UEFA) issued a statement saying the plan "crosses a line that football governing bodies should not cross," emphasizing that "the spirit and governance of football are not assets to be bought or sold, and football is not something FIFA has the right to sell."
UEFA also called on national football associations, leagues, clubs, players, fans, and governments worldwide to closely monitor the issue, citing a lack of transparency regarding who will financially benefit from the deal.
Sepp Blatter, former FIFA President who has had conflicts with Infantino, criticized the close ties between FIFA leadership and the U.S. president as leading to financial interests. He stated, "No one has the right to sell our football game."
Meanwhile, UK Prime Minister Andy Burnham and Everton football fans voiced opposition on social media, stating the World Cup is not an investment commodity but the world's greatest competition belonging to fans, not investors.
Reports indicate the investor group in talks with FIFA includes Thrive Eternal, founded by Joshua Kushner, brother of Jared Kushner, son-in-law of U.S. President Donald Trump, with JPMorgan Chase acting as financial advisor to the project.
Previously, The Times and Financial Times reported that Infantino might become commissioner of FFE after his FIFA presidency ends in 2031 and could personally benefit from the project. FIFA immediately denied these claims, stating no such discussions have taken place.
Analysts suggest if approved, the plan could pressure the World Cup and Club World Cup to expand team numbers or increase frequency beyond the current four-year cycle to boost investor returns.
The proposal must be approved by the 38-member FIFA Council and ratified by member associations before taking effect. FIFA stated it will present the plan for consideration soon amid ongoing conflicts between FIFA and UEFA, which have intensified in recent years.