A week after the FIFA World Cup concluded with Spain lifting its second title, FIFA president Gianni Infantino proposed a new way of running international football. The idea, as he described it, was aimed at the “democratisation of football worldwide” while allowing private investors to take a stake in the global body’s competitions.
UEFA, European football’s governing body, is set to hold an emergency meeting on Thursday (July 30, 2026) to discuss its response to the proposal. Here’s a look at what FIFA has proposed and how events could unfold in the coming weeks.
FIFA Forward Enterprise
FIFA, the Switzerland-based nonprofit organisation, published a lengthy statement presenting its new subsidiary in glowing terms. Called the FIFA Forward Enterprise (FFE), the new entity would take charge of selling all of FIFA’s commercial rights – including broadcast, sponsorship, ticketing, and licensing – while also overseeing the “operational delivery” of its tournaments. The idea, FIFA explained, is to consolidate all of its revenue-generating activities under one roof.
While FIFA would “retain sole control of FFE”, it would also “invite third parties to make minority, non-controlling investments”. By allowing private investors to pay billions to participate in planning of future World Cups, Infantino has argued that it would deliver financial benefits to every stakeholder.
FIFA has reportedly offered each of its 211 member associations the opportunity to receive $20 million upon approval, followed by three additional payments of $20 million, $22 million, and $24 million between 2027 and 2038.
“We intend to invest heavily even in the smallest or most remote parts of the footballing world, places that are too often passed over. Every FIFA Member Association, whatever its size, resources, or geographic location, will have a voice and the opportunity to determine its own course. Football has become a truly global game and so the benefits must be felt globally,” Infantino explained.
The global body later confirmed that the proposed lead investor in FFE would be venture capitalist Joshua Kushner, the brother of US President Donald Trump’s son-in-law, Jared Kushner. It said a consultation process has begun following a proposal submitted by Thrive Eternal, a permanent holding company led by Joshua.
This is not the first time Infantino has sought outside investment for FIFA’s commercial activities. In 2018, he announced a deal with the Japanese investment management firm SoftBank to fund the development of the Club World Cup, but the proposal collapsed following widespread backlash.
UEFA fights back
Infantino’s plans to launch FFE caught the footballing world by surprise. According to multiple reports, even members of the FIFA Council – the organisation’s key decision-making body – were unaware of the proposal and had not been involved in discussions.
UEFA has emerged as one of the strongest critics of the plan, accusing FIFA of “enriching itself and its friends” through the proposed World Cup sell-off after it emerged that all 211 member associations had been given until September 19 to make their decision.
“Today we have learned of FIFA’s deadline to associations to support their proposals or have the one-off payout offer withdrawn. Having held discussions with many stakeholders across the game, UEFA knows there is significant and growing opposition to FIFA’s scheme. We can grow the game correctly. It’s time to prioritise associations, clubs, leagues, players and fans,” it said in a statement on Wednesday.
If UEFA maintains its opposition, it could significantly derail Infantino’s plans. As the most influential of FIFA’s six regional confederations, UEFA wields considerable power. If its member nations – three of which reached the semifinals at this year’s global extravaganza – were to boycott the World Cup, it would fundamentally undermine the tournament’s significance.
FIFA has already experienced the weight of UEFA’s influence. In 2021, Infantino’s proposal to stage the World Cup every two years failed to materialise after the European governing body threatened to boycott the expanded competition.
CONCACAF, the governing body for North and Central America, has also issued a statement expressing “deep concern over the lack of due process”. Individual member associations, including the English Football Association, have also voiced their opposition. FIFPRO, the global players’ union, has likewise called on FIFA to “reconsider its proposal without further delay”.
UEFA’s emergency meeting, set to be held virtually, could either deal another major blow to Infantino (and FIFA) or pave the way for a fundamental shift in how the beautiful game is governed globally.
Published – July 30, 2026 02:57 pm IST
