FIFA is creating a shockwave by proposing to open the door for external investors to buy shares related to the World Cup. The plan promises to bring in substantial capital while sparking debate across the football world.
FIFA has just announced a plan that could mark a major turning point in how global football’s commercial value is exploited. According to the latest announcement, the organization intends to establish a subsidiary dedicated to commercial operations and event organization, while opening the door for external investors to own minority stakes in the World Cup. This is considered one of the most notable changes under President Gianni Infantino.
The new company, named FIFA Forward Enterprise (FFE), will take over the entire commercial and operational sides of key tournaments such as the FIFA World Cup and the FIFA Club World Cup. Even so, FIFA will retain its role as the global football governing body and hold the controlling stake in FFE. This exact model will soon be submitted to all 211 member associations and the 37-member FIFA Council for consideration before a final decision is made.
According to FIFA, allowing investors to buy minority stakes without voting or operational control will help generate additional capital to serve football development globally. The organization expects the plan could triple development funds for member associations, while opening up opportunities for each association to access a one-time investment of up to $20 million to upgrade infrastructure, train coaches, develop national teams, competitions, grassroots football, and women’s football.
President Gianni Infantino affirmed that FIFA’s goal is not to relinquish control of the tournaments. He emphasized: “This is a process of democratizing football on a global scale.” FIFA also reiterated that investors will only hold minority shares and will not participate in management. “External investors will only hold minority shares in FFE and will not participate in any operational role. At the same time, they are investing in a subsidiary of FIFA, not FIFA itself. For FIFA, nothing will change.”
According to multiple sources, FIFA is working with JPMorgan to seek suitable investors. Although it is already one of the richest sports organizations in the world with billions of dollars in revenue, FIFA believes the new capital will give more countries better conditions to develop football. Infantino emphasized: “Football is the most popular sport in the world and a massive driver for human and social development.” He added: “Certain sectors of football have turned that popularity into incredible commercial value. We welcome that success and want it to continue, because it elevates the entire game. Our duty is to ensure that the rest of football grows at the same pace. FIFA exists to support sustainable and inclusive development everywhere in the world.”
However, this proposal immediately met with fierce backlash from various quarters, particularly UEFA. European football’s governing body argued that opening up football’s assets to attract private capital is unacceptable. UEFA declared: “This crosses a line that football governing bodies should never step over.” While also emphasizing: “The soul and governance system of football are not assets to be bought and sold, especially when there is a complete lack of transparency regarding who will benefit financially. None of us are the owners of football. And football is not something for FIFA to put up for sale.” These conflicting views signal a major debate over the future of FIFA’s commercial model in the coming period.
