UEFA and international fan associations have rejected FIFA President Gianni Infantino’s proposal to create “FIFA Forward Enterprise,” a private entity that would commercialize the management of the World Cup and Club World Cup.

The proposal, developed in partnership with U.S. bank J.P. Morgan and the Thrive Eternal fund -linked to the Kushner family- seeks to sell minority stakes in the management of FIFA’s flagship tournaments to raise $4.2 billion in supposed development investments.

The plan would effectively transfer administrative control of the world’s most-watched sporting event from the public, institutional governance model to private corporate structures.

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UEFA’s response was swift and categorical. The European football governing body refused to cede public competencies to the private sector, stating that “the governance of football is not a tradeable asset.” The Football Supporters Association joined the opposition, calling on federations, leagues, players, and governments to defend the public and institutional administration of the sport against corporate interests.

The conflict escalated after The Times revealed that FIFA had given its 211 member associations a 53-day deadline to accept a one-time payment of $53 million in exchange for supporting the proposal. If federations accept the deal, they will collectively receive a total of $10 billion; if they reject it, the amount drops to $2.7 billion -a reduction of nearly 75%.

Further UEFA statement on FIFA plans: pic.twitter.com/EgQSUob9B5

— UEFA (@UEFA) July 29, 2026

Significant and Growing Opposition

UEFA characterized the ultimatum as evidence of the project’s true nature and confirmed that, after consulting various football stakeholders, there is “significant and growing opposition” to the commodification of the tournament. In a strongly worded statement, UEFA said: “FIFA cannot continue using Sport to enrich itself and its friends,” urging the governing body to prioritize leagues, clubs, players, and fans to grow football “the right way.”

The World Cup 2026 -hosted across the United States, Mexico, and Canada with 48 teams for the first time- generated a record $15 billion in revenue, according to FIFA’s own figures. The tournament saw Spain defeat defending champions Argentina 1-0 in the final, with nearly 7 million spectators attending matches, surpassing the 1994 edition’s attendance record. Critics argue that the tournament’s massive profitability makes the proposed privatization unnecessary and that the move serves only to channel future revenues toward private investors rather than reinvesting in the sport’s global development.

The Thrive Eternal fund’s connection to the Kushner family has drawn particular scrutiny. Jared Kushner, former senior advisor to Donald Trump and son-in-law of the former U.S. President, has expanded his business interests internationally since leaving the White House. The involvement of a fund with such political connections has raised questions about conflicts of interest and the influence of U.S. political networks on international sports governance.

Infantino’s Long-term Plans

According to The Times reports, Infantino is considering seeking reelection as FIFA president until 2031 to subsequently assume the role of commissioner of the new management company. This plan would allow him to transition from heading the sport’s governing body to leading the very private entity that would control the World Cup, raising serious ethical concerns about self-dealing and conflicts of interest.

“For the president of FIFA to design a mechanism that would enrich himself and his political allies at the expense of the sport’s integrity is an unprecedented conflict of interest,” said governance experts cited by European media.

The opposition to the plan is not limited to Europe. Fan organizations across Latin America, Africa, and Asia have also expressed alarm, warning that the privatization of the World Cup would concentrate decision-making power in the hands of unelected corporate entities accountable only to shareholders, not to the football community or the public.

The proposal has also attracted scrutiny from legislators. Democratic members of the U.S. Congress have requested Infantino’s appearance before Congress, seeking explanations about the financial arrangements and the implications for the United States as a host nation.

This confrontation between UEFA and FIFA represents the most serious governance crisis in international football since the 2015 corruption scandals that led to the indictment of multiple FIFA officials. As the 53-day deadline approaches, the outcome will likely determine not only the future management of the World Cup but the very model of global football governance -whether it remains under transparent, institutional, and public-interest control or shifts toward private, profit-driven administration with minimal accountability.

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