UEFA has rejected FIFA’s proposal to create a new commercial company that would allow private investors to acquire minority stakes in the governing body’s World Cup business, warning that such a move crosses a boundary football institutions should not breach.
FIFA President Gianni Infantino recently unveiled plans for the creation of FIFA Forward Enterprise (FFE), a new entity that would oversee the organisation’s commercial and event operations, including the FIFA World Cup and Club World Cup.
The proposed company is expected to raise up to $4.2 billion from long-term investors, based on an initial valuation of $20 billion. FIFA said it would maintain ownership of FFE, while investors would only hold minority, non-controlling stakes.
The global football body is reportedly working with JPMorgan on the proposal, with Thrive Eternal, an investment firm founded by Joshua Kushner, among potential investors.
However, UEFA strongly criticised the plan, arguing that football governance should not be treated as a commercial asset.
“The soul and governance of football are not assets to trade,” UEFA said in a statement.
“None of us are the owners of football. It is not FIFA’s to sell.”
The proposal would require approval from FIFA’s 211 member associations.
If approved, each association could receive a one-time payment of up to $20 million, with FIFA stating that funds generated from the investment would support football development programmes globally.
Infantino described the initiative as an attempt to “democratise football worldwide,” while reports suggest he could potentially head the new company after completing his tenure as FIFA president, if he wins re-election and serves his final term through 2031.
The proposal has drawn comparisons with Infantino’s 2018 attempt to secure a $25 billion investment for new global competitions, a plan that was abandoned after opposition from UEFA over concerns about the increasing commercialisation of football’s biggest events.
