FIFA is facing growing criticism over its proposal to establish a new commercial subsidiary valued at $20 billion, a move that would oversee the commercial and operational management of the FIFA World Cup and other major international tournaments. The governing body plans to launch the new entity under the name FIFA Forward Enterprise (FFE). According to the proposal, the company would be responsible for handling commercial rights, sponsorship operations, event management, and other business activities linked to FIFA’s flagship competitions. While FIFA intends to retain full control of the new company, it plans to sell up to 20 percent of its shares to outside investors. The sale is expected to raise approximately $4.2 billion, which FIFA says will be reinvested into the global development of football. The proposal has sparked strong opposition, particularly from the Union of European Football Associations (UEFA), which argues that the plan risks turning the governance of football into a commercial asset. UEFA believes the sport’s core values should not be influenced by external investors, warning that football’s integrity and independence must remain protected. FIFA, however, insists that the new structure is designed to strengthen, rather than undermine, the global game. The organization says the funds generated through the partial sale of the company will support football development projects around the world, including investments in infrastructure, coaching programs, grassroots initiatives, women’s football, youth development, and financial assistance for member associations. FIFA President Gianni Infantino defended the proposal, saying the organization remains committed to ensuring equal opportunities for football development across all regions. He emphasized that any net profits generated through the new subsidiary would be reinvested directly into football rather than distributed elsewhere. Infantino also stressed that FIFA would continue to exercise full authority over football governance, competition regulations, the international match calendar, and the organization of its tournaments. According to FIFA, the creation of the subsidiary would not affect the governing body’s decision-making powers or its responsibility for managing the sport. Reports have suggested that the group of potential investors could be led by an investment platform associated with Joshua Kushner, although FIFA has not officially confirmed the identities of any future shareholders. The proposal has also drawn criticism from several political figures and football stakeholders, who argue that the FIFA World Cup is one of the world’s most prestigious sporting events and should not become part of a structure involving private investment. Critics believe that introducing outside shareholders, even without granting them control, could create commercial pressures that may influence the long-term direction of the sport. Despite the backlash, FIFA has made it clear that the proposal has not yet been finalized. Before any changes are implemented, the plan will be presented to FIFA’s Council and all 211 member associations for review and approval. The final decision will depend on whether FIFA’s members believe the new commercial structure can generate greater financial support for football while preserving the organization’s independence, governance, and commitment to the global growth of the game.
