Yet the cost of this change? Accepting a 20% ownership share in FIFA’s newly announced commercial entity, FIFA Forward Enterprise, an initiative that has sparked concern over turning the World Cup into a product of corporate interests.
The scheme was officially confirmed by FIFA in July and first revealed in an article by Martyn Ziegler of The Times and the Financial Times. The plan would launch a subsidiary known as FIFA Forward Enterprise (FFE), designed to manage the organization's commercial and event operations. With an estimated value of $20 billion, the venture would see stakeholders such as financial powerhouse JP Morgan and tech investor Joshua Kushner holding a minority share, believed to be 20%.
According to FIFA, the initiative is intended to provide immediate economic support to its 211 member associations. The organization stated that each country could receive $20 million upfront, with another $20 million linked to the 2030 World Cup cycle. FIFA claims this strategy will modernize how the sport is funded while still aligning with its non-profit status by distributing profits to its members.
However, this plan has not been universally embraced. UEFA, the governing body for European football, has criticized the move, suggesting it "crosses a line" in terms of how much the organization is leaning into commercialization. Opponents argue that giving corporate investors access to FIFA’s most valuable property—the World Cup—threatens the integrity and pure spirit of the game.
Infantino’s Long-Range Plans
Gianni Infantino, FIFA’s president, has positioned this subsidiary as a key part of his strategy to ensure the organization’s long-term stability and growth in an increasingly competitive global sports landscape. Reports in The Times reveal that informal agreements have already been drafted, including one proposal that would let Infantino lead the new entity after his FIFA presidential term ends in 2031.
Infantino, who is currently unopposed for re-election in 2027, could transition into a high-paying role similar to that of NFL commissioner Roger Goodell, whose annual salary is around $64 million. According to Ziegler’s accounts, the move could secure Infantino a future that mirrors the financial and positional clout of the top sports leaders globally. Since being elected FIFA president in 2016, Infantino has earned long-standing, widespread backing from many countries in Africa, Asia, and the Americas, which have gained financially from various policies he has managed.
The proposal will appeal to many nations, particularly those lower down the football food chain, for whom a £15m windfall would be more than they would ordinarily make over several years. The level of backing Infantino enjoys appears to have emboldened his approach to the presidency. Decisions such as the introduction of hydration breaks and a musical half-time show to the World Cup were taken by his administration without a vote of members, and would have been deemed unthinkable when he took charge a decade ago.
The investment fund FIFA is dealing with - Thrive Capital - is led by Josh Kushner, the brother-in-law of Trump's daughter Ivanka. The proposal follows years of Infantino making overt attempts to deepen his and FIFA's ties with Trump. He created a Peace Prize and awarded it to Trump. He opened a FIFA office in Trump Tower, New York. He allowed the Club World Cup trophy to be kept in the Oval Office at the White House. He laughed along during Trump's inauguration speech in which he threatened World Cup co-hosts Canada and Mexico.
Although Donald Trump is not directly tied to the new venture, his son-in-law and former White House advisor, Jared Kushner, is. The Times and Financial Times both reported that Kushner will be a major investor in the new project. This connection has stirred debate, particularly considering past issues with FIFA’s associations with political leaders and governments during key events such as the 2026 World Cup.
FIFA has emphasized that investors will not have any say in the governance of the sport itself. In its official statement, the governing body underlined that FFE remains a controlled subsidiary, with FIFA maintaining full authority over all football-related choices.
Despite this assurance, the initiative has drawn parallels to other leagues that have created commercial arms to boost revenue. For example, Spain’s La Liga and France’s Ligue 1 have pursued similar strategies, and clubs like Barcelona have relied on outside investment to manage financial pressures. Yet the World Cup presents a unique situation, as it is regarded as the most prestigious and significant event in the world of soccer.