Supporters see new funding opportunities, while critics warn the proposal could change how the world’s biggest sporting event is financed
ZURICH — FIFA has launched one of the boldest financial proposals in the organization’s history, and the plan is already generating passionate debate throughout world football.
The governing body wants to create a new commercial subsidiary called FIFA Forward Enterprise (FFE). Under the proposal, FIFA would sell up to a 20% minority stake in the business to long-term investors. The transaction values the new company at approximately $20 billion and could raise as much as $4.2 billion in new capital.
The proposal still requires approval from FIFA’s member associations and regulatory approval from the FIFA Council. Even so, it has already become one of the most discussed business stories in global sports.
A new business model for football
FIFA says the proposal is not about selling the World Cup itself. Instead, the organization wants to place its commercial and event operations into a separate company while keeping complete authority over football governance, competition rules and the international match calendar.
If approved, FIFA plans to use the investment to expand football development funding worldwide.
The organization says every one of its 211 member associations could receive significantly more financial support over the coming years. Funding would help improve stadiums, training centers, youth academies, coaching programs, women’s football and grassroots development. FIFA estimates that total development funding could exceed $10 billion during the next funding cycle.
Supporters argue that football’s growing commercial value should benefit every nation, not only the sport’s biggest markets.
UEFA and other stakeholders raise concerns
Not everyone agrees with FIFA’s approach.
UEFA has criticized the proposal and questioned both the process and the broader principle of bringing private investors into FIFA’s commercial structure. European football officials argue that governing bodies should protect the long-term interests of the game instead of expanding private ownership around its commercial assets.
The concerns extend beyond Europe.
Several football confederations have expressed frustration about the limited consultation before details became public. Some national associations say they first learned about the proposal through media reports rather than formal discussions.
These reactions highlight a growing debate about transparency, governance and decision-making inside international football.
Investors see long-term value
From a business perspective, the proposal reflects the enormous commercial strength of the FIFA World Cup.
Broadcast rights, sponsorship agreements, licensing, hospitality and ticket sales continue to generate billions of dollars every tournament. Creating a dedicated commercial company could allow FIFA to attract experienced investors while unlocking additional capital for future growth.
Reports indicate that Thrive Eternal, led by investor Joshua Kushner, is expected to head a group of potential investors if the proposal receives final approval. FIFA says any investors would hold only minority, non-controlling interests and would have no authority over football operations.
The decision could shape football’s future
The proposal now moves into a critical phase.
Member associations must decide whether the additional investment outweighs concerns about governance and transparency. If approved, the plan could become one of the biggest financial restructurings in the history of international sports.
If rejected, FIFA will continue operating under its existing development programs while searching for other ways to increase funding.
Whatever the outcome, the discussion has already changed the conversation around how global sports organizations finance future growth.
The coming months will determine whether FIFA begins a new commercial era or returns to its traditional funding model. Either decision will influence football well beyond the next World Cup.
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