FIFA’s ambitious plan to sell a 20% stake in the World Cup’s commercial rights for $4.2 billion is unraveling. Gianni Infantino’s vision to funnel private capital into global soccer hit a major hurdle as a top adviser quit and major federations, led by UEFA, pushed back hard against the proposal. This new subsidiary, FIFA Forward Enterprise, was intended to control broadcast rights, sponsorships, and ticketing starting after 2027.
Infantino enticed FIFA’s 211 member associations with upfront payments of $20 million each, followed by annual payments between $20 and $24 million through 2038. Thrive Eternal, led by Joshua Kushner, was poised to take the minority stake. But even with cash on the table, UEFA warned the plan might fracture soccer’s governance model and risk handing too much control to private interests.
The adviser’s resignation added fuel to the fire, signaling internal turmoil over the plan’s scope. Traditionally, member associations collectively oversee World Cup commercial rights. Outsourcing this to a mostly private entity threatens to sideline their influence and potentially conflict with the sport’s broader community goals. Some smaller federations, usually reliant on FIFA funding, hesitated despite the tempting financial incentives.
Infantino has navigated political challenges before using financial use, but this time the stakes feel higher. The upcoming votes within FIFA’s member associations will be key. The situation highlights the ongoing tension between global sports bodies and the increasing push for private investment a dynamic that could reshape how major events like the World Cup are funded and governed.
