Fifa President Gianni Infantino's proposed plan to create a commercial subsidiary for its major events, including the World Cups, has drawn criticism, with concerns that women's football could become the "first casualty" of the initiative.
The proposal, which would invite external investors to purchase stakes in a new entity named Fifa Forward Enterprise (FFE), sets a deadline of September 19 for football federations to accept the plans. According to a document prepared by investment bank JP Morgan, the initiative aims to expand Fifa's tournaments and increase payouts to member associations, estimating an enhanced payout of 24 million euros per association for the 2035-2039 cycle. The document highlights "new business initiatives" and "attracting top talent with incentive-driven compensation" as key goals, describing the World Cup as the "most widely viewed" sporting event while noting Fifa is "under-monetised."
Notably, the 25-page document makes no mention of the women's game. Former England defender Anita Asante expressed concern that women's football might be overlooked or negatively impacted by these strategic shifts.
If approved, Thrive Eternal, an American venture capital firm founded by Joshua Kushner, is expected to lead the investor group for FFE. Kushner is the brother of Jared Kushner, former President Donald Trump's son-in-law.