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FIFA's $NZ35bn plan to sell World Cup sparks UEFA fury
Graham Dunbar, AAP •  July 29th, 2026 7:29 am
FIFA has announced a plan to create a new company that will run the World Cup and other events | Photo: EPA
A plan by FIFA President Gianni Infantino to create a $NZ34.9bn company running the World Cup with private investors including the Kushner family has been revealed — and was immediately attacked by European soccer body UEFA.
"It is not FIFA's to sell," UEFA said in a statement. "None of us are the owners of football."
FIFA said in a statement that FIFA Forward Enterprise (FFE) would raise up to $US4.2bn ($NZ7.2 bn) later this year to help fund development programs "based on an initial equity valuation of $US20 bn ($A34.5 bn) by carefully selecting long-term investors who will purchase minority, non-controlling interests."
FIFA is working with JP Morgan while investors would include Thrive Eternal launched by Joshua Kushner, whose brother Jared Kushner is a son-in-law of US President Donald Trump.
UEFA are wary of FIFA President Gianni Infantino's relationship with US President Donald Trump | Photo: EPA
The men's World Cup that finished this month deepened the political and personal ties between Trump and Infantino, and fuelled concerns about those ties including from UEFA.
"The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially," UEFA said in response to Tuesday's announcement.
FIFA is currently a Swiss-based not-for-profit association of its 211 national member federations worldwide.
Those 211 members must approve any plan and would get the chance "to access up to $US20m ($NZ34.5m) in one-off capital," FIFA said.
"This is about the democratisation of football worldwide," Infantino said in a FIFA statement.
UEFA, however, said it took reports of the project "extremely seriously. So should every national Football Association."
UEFA have confirmed their opposition to FIFA's new proposals | Photo: EPA
"This crosses a line that football's governing institutions should never cross," said UEFA, which comprises 55 of the FIFA members.
The project is the second time in Infantino's increasingly controversial 11-year presidency he has tried to push through a multi-billion dollar deal with private backers.
In 2018, the Swiss proposed a secretive $NZ43.3 bn offer over 12 years with SoftBank of Japan to create new global competitions, including an expanded men's Club World Cup, seemingly backed by Saudi Arabian money.
That ultimately failed after meeting fierce resistance from UEFA, which saw threats to its prize assets: the Champions League and the European Championship.
Infantino still built closer ties to Saudi soccer and the kingdom's Crown Prince Mohammed Bin Salman. Saudi Arabia will host the 2034 World Cup and largely funded the revamped men's Club World Cup hosted in the US last year.
The financial success of the just-ended World Cup has looked likely to ensure Infantino is re-elected next year unopposed for a fourth and final term in office through 2031.
Speculation has swirled for years that Infantino might want a different global role in soccer beyond his FIFA presidency, which is due to end when he is 61.
The Times of London, which broke the news with the Financial Times, reported a CEO-like commissioner role of the new FFE operation could be created for Infantino.
"This has never been discussed," FIFA said. "However, the FIFA president and the FIFA administration will and must have leading roles in this entity — if approved."
There was no timetable suggested for debate and decisions by FIFA, its ruling Council chaired by Infantino, and the 211 members.
FIFA is scheduled to hold an online congress in November to confirm hosts of the Women's World Cup editions in 2031 and 2035.
