FIFA abandons proposed World Cup stake sale after widespread opposition
By Joel Masibo, August 1, 2026FIFA president Gianni Infantino has abandoned plans to establish a new commercial company that would have sold a minority stake linked to the FIFA World Cup following strong resistance from football stakeholders across the globe.
The proposal centred on the creation of a new entity, FIFA Forward Enterprise (FFE), which would have managed the governing body’s most valuable commercial assets, including the World Cup. FIFA had reportedly placed a value of approximately £15 billion (Ksh2.58 trillion) on the venture and intended to sell a 20 percent share for around £3.1 billion (Ksh534 billion).
However, the initiative quickly faced intense criticism from continental confederations, national football associations and senior figures within FIFA, with UEFA leading the opposition. Reports suggested that potential investors also became increasingly cautious as concerns grew over the controversy surrounding the proposal.
Divided opinion
Speaking after deciding to withdraw the project, Infantino acknowledged that the plan had divided opinion.
He said that after hearing “all the views” he recognised the “project has created divisions”.
He added: “Our purpose has always been – and will always be – to unite and improve. As a result, this proposal will not proceed.
“Moving forward, my intent is to bring all interested parties back together in the coming days and weeks in the spirit of shared interest in our game.”
Investment firm Thrive Capital, headed by Joshua Kushner, had reportedly been among the leading candidates interested in acquiring a stake, while JPMorgan was expected to provide advisory services.
Despite that interest, reports indicated that investors stepped back as opposition intensified. According to the New York Post, the “deal is dead”, with one source saying of Kushner’s group: “They are not feeling this. There is no way they want to continue to be involved in this mess.
“Kushner will figure out another way to get involved in this space. This is becoming a brand nightmare.”
UEFA president Aleksander Ceferin had been one of the strongest critics of the proposal from the outset. The confederation’s 55 member associations reportedly agreed they would boycott the World Cup if the commercial restructuring moved forward.
FIFA had attempted to persuade its member associations by offering financial incentives reportedly worth £30 million if the proposal secured approval before September 19. However, UEFA’s opposition significantly weakened the project’s attractiveness, given Europe’s importance to broadcasting rights, sponsorship deals and global football revenues.
The proposal also lost support from other continental bodies, including Concacaf and the Asian Football Confederation, both of which publicly voiced concerns over the plan.
The pressure on Infantino intensified further after senior adviser Carlos Cordeiro resigned from his position.
Explaining his decision, the former US Soccer president said: “As a senior adviser to the Fifa president, a former banker, and a lifelong football fan, I cannot stand by while Fifa considers selling a stake in the World Cup.
“Let me be clear: I had no involvement in this proposal, and I oppose it unequivocally.
“It is a bad deal for Fifa’s Member Associations, a bad deal for football, and a bad deal for the long-term future of the game.”
FIFA chief operating officer Kevin Lamour also delivered a scathing criticism of the initiative, arguing that the proposal originated solely from the FIFA president rather than the organisation itself.
Lamour said: “To put it very clearly and directly: the project that has sparked so much controversy and debate is not a Fifa project. It is even less a project of Fifa’s administration. It is the project of one person.
Even as resistance mounted, FIFA initially insisted it intended to continue consulting its member associations over the proposal.
FIFA’s respones
In a statement, the governing body said: “We have heard the feedback provided by the respective confederations in relation to the proposed establishment of Fifa Forward Enterprise (FFE) and would like to address the issues that have surfaced since the initial media reporting on Tuesday.
“We respect the feedback and concern aired in public and reaffirm our commitment to an open and democratic consultation.
“Our planned consultation process was disrupted by incorrect media reports.
“We will proceed with this consultation process to ensure that each MA has the ability to express its vote based on facts.
“FFE has been proposed solely to ensure that all Fifa Member Associations (MAs) have the opportunity to take meaningful ownership of the commercial opportunity of football in their respective countries, and that this does not come at the cost of either the spirit or the governance of FIFA or football itself.
“Nobody is selling football. This is not something Fifa would ever entertain.
“Everyone has the right to express their opposition and to seek further clarification but no single entity can claim to represent all 211 MAs around the world.
“Each MA should be allowed to review the proposal and have a say in shaping their own future. These are the democratic principles of Fifa.”
The decision to abandon the project represents a significant setback for Infantino, whose leadership has come under increasing scrutiny following one of the biggest governance disputes FIFA has faced in recent years.