FIFA President Gianni Infantino has unveiled a proposal to establish a new company, FIFA Forward Enterprise (FFE), valued at $20 billion, to manage commercial aspects of competitions like the World Cup. The plan, which seeks to bring in private investors including the Kushner family's Thrive Eternal, was announced Tuesday and immediately drew strong criticism from the European soccer governing body, UEFA.
UEFA issued a statement asserting that "It is not FIFA’s to sell" and that "None of us are the owners of football." The organization expressed serious concerns about the transparency of the deal and who would financially benefit, calling it a move that "crosses a line that football’s governing institutions should never cross."
According to FIFA, FFE aims to raise up to $4.2 billion by offering minority, non-controlling stakes to carefully selected long-term investors. FIFA stated that this initiative is intended to fund development programs and that the 211 national member federations would have the opportunity to access up to $20 million in capital. Infantino described the plan as an effort toward "the democratization of football worldwide."
FIFA is reportedly working with J.P. Morgan on this venture. Investors mentioned include Thrive Eternal, a firm launched by Joshua Kushner. His brother, Jared Kushner, is a son-in-law of former U.S. President Donald Trump. The relationship between Infantino and Trump has been a point of discussion, particularly following the recent men's World Cup, fueling concerns from bodies like UEFA.
This is not the first time Infantino has pursued a large-scale deal involving private investment. In 2018, he proposed a $25 billion offer with SoftBank, reportedly backed by Saudi Arabian funding, to create new global competitions, including an expanded men's Club World Cup. That initiative ultimately stalled due to significant opposition, particularly from UEFA, which viewed it as a threat to its flagship tournaments like the Champions League and the European Championship.
Despite past challenges, Infantino has continued to foster close ties with Saudi soccer and Crown Prince Mohammed Bin Salman. Saudi Arabia is set to host the 2034 World Cup and played a significant role in funding the recent men's Club World Cup held in the U.S.
The financial success of the recently concluded World Cup is expected to pave the way for Infantino's re-election to a fourth and final term as FIFA president, which would extend through 2031. Speculation has also surfaced that a new, commissioner-like role within the FFE could be created for Infantino. FIFA has stated that while such a role has not been discussed, the FIFA president and administration would indeed hold leading positions within the entity if the plan is approved.
There is currently no established timeline for discussions or decisions regarding the FFE proposal by FIFA's ruling Council or its 211 member federations. FIFA is scheduled to convene an online congress on November 23 to finalize hosts for the 2031 and 2035 Women's World Cups.