FIFA has proposed a $10 billion private investment plan for its competitions, including the World Cup, triggering a furious response from European football’s governing body, UEFA. The plan, revealed by the Financial Times and The Times, would create a new subsidiary—FIFA Forward Enterprise (FFE)—to attract minority, non-controlling investors, with U.S. venture capital firm Thrive Eternal leading the investor group.
FIFA’s Plan and UEFA’s Opposition
FIFA’s proposal aims to expand "football development funding" to over $10 billion, offering member associations up to $20 million each in one-time capital. President Gianni Infantino framed the initiative as a way to ensure global football benefits from the sport’s commercial success, stating, "FIFA exists to support sustainable, inclusive development in every corner of the world."
However, UEFA condemned the plan as a breach of governance, issuing a statement that read: "This crosses a line that football’s governing institutions should never cross." The organization argued that football’s "soul and governance" are not assets to be traded, particularly without transparency over financial beneficiaries. The Football Association (FA) also said it was unaware of the proposal before its release.
Key Players and Potential Conflicts
Thrive Eternal, founded by Joshua Kushner—brother of Jared Kushner, son-in-law of former U.S. President Donald Trump—is expected to lead the investor group for FFE. FIFA sources told BBC Sport there has been no discussion of Infantino or others taking executive roles in the subsidiary, though the organization stated Infantino and FIFA leadership have a "duty" to oversee the project.
FIFA insists it will retain control over governance, competitions, and the international match calendar. The plan mirrors models used in other sports, such as Premiership Rugby’s 2018 partnership with private equity firm CVC Capital Partners. Yet UEFA fears the proposal could lead to expanded FIFA tournaments—including a larger, more frequent World Cup—threatening its own lucrative competitions.
What Happens Next
The proposal requires approval from FIFA’s 211 member nations, with a vote expected at the FIFA Congress in Morocco in March. Discussions are likely at the FIFA Council meeting this autumn and during the FIFA Intercontinental Cup in December, where Champions League winners Paris Saint-Germain will compete.
A senior English football executive told BBC Sport the plan is "the biggest story since the European Super League," raising concerns about calendar congestion and the potential for winter tournaments. While $20 million is modest for top leagues, it represents a significant sum for smaller nations, complicating opposition to the proposal.
