Mansion Sports – FIFA has confirmed that it is exploring a proposal to establish a US$20 billion company that would combine the commercial rights and operational management of its men's, women's, and youth tournaments.

The new entity would sell a minority stake to private investors, while FIFA stated that control over competitions, governance, and the international match calendar would remain in the hands of world football's governing body.

How the Plan Would Work

Gianni Infantino has spent much of his presidency pushing for the expansion of FIFA's competitions and commercial reach. This proposal would represent one of the most significant changes he has ever introduced.

The current plan, first reported by The Times and the Financial Times, would see FIFA establish FIFA Forward Enterprise, or FFE.

FIFA would retain control of the company, while outside investors would be invited to purchase minority stakes that do not grant controlling rights.

FFE would seek to raise up to US$4.2 billion by the end of this year, based on an initial equity valuation of US$20 billion.

FIFA stated that the funds would be reinvested into football development programs around the world.

In its announcement, FIFA said that each of its 211 member associations would have the opportunity to receive a one-time funding allocation of up to US$20 million through the new FIFA Fast Forward Program.

The Times reported that the funding would be linked to equity holdings in FFE that associations could either retain or sell, although FIFA did not describe the funding as equity ownership in its official announcement.

The proposal still requires majority support from FIFA's member associations as well as approval from the FIFA Council.

"This is about democratizing football around the world," Infantino said in FIFA's official statement.

What Would the Impact Be on FIFA?

The extent to which private investors could influence FIFA's decision-making lies at the heart of the opposition to the proposal.

FIFA stated that outside investors would have no operational role within FFE. FIFA also emphasized that it would retain exclusive authority over all competitions, the international match calendar, and all regulatory and sporting matters.

Nevertheless, FIFA's decisions would inevitably affect the company's value. For example, expanding a tournament or staging it more frequently could generate additional commercial revenue.

The Times reported concerns that private investors could pressure FIFA to expand competitions or host them in countries capable of maximizing revenue.

However, based on the published proposal, those investors would have no formal authority to make such decisions.

Connections to the United States Government

Thrive Eternal, a permanent investment holding company founded by Joshua Kushner, is expected to lead the proposed investor group. Kushner is the younger brother of Jared Kushner, the son-in-law of President Donald Trump.

The Times reported that several figures close to the Trump administration had been consulted regarding the proposal. J.P. Morgan is also working alongside FIFA on the project.

Trump and Infantino have built a notably close public relationship. The FIFA president presented the inaugural FIFA Peace Prize to Trump during the World Cup draw in December 2025.

Trump also accompanied Infantino when he presented the World Cup trophy to Spain following this month's final at New York New Jersey Stadium.

UEFA Delivers a Strong Response

UEFA has firmly rejected the proposal, warning that the move could undermine the governance of football.

"This has crossed a line that football's governing institutions should never cross," UEFA stated.

The European football governing body also criticized what it described as a lack of transparency surrounding the plan and called on national associations, leagues, clubs, players, supporters, and governments to take the proposal seriously.

"None of us owns football," UEFA added. "Football is not FIFA's to sell."

Infantino's Final Major Move?

The proposal could become one of Infantino's final major projects as FIFA president.

The 56-year-old is expected to seek re-election in next year's election. If re-elected, he could remain in office until 2031, when FIFA's term limits would require him to step down.

The Times reported that a commissioner-style position within FFE could eventually be created for Infantino after his presidency comes to an end.

FIFA denied that such a position had ever been discussed. However, it stated that Infantino and FIFA's executive administration would play leading roles within the company if the proposal is approved.