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FIFA Abandons World Cup Investment Initiative Following Member Opposition
Major Soccer Organizations Voice Concerns Over Commercialization
The international governing body for soccer has decided to put aside a contentious proposal that would have opened the door for billions in private capital to flow into the World Cup tournament. This reversal comes after numerous member nations expressed strong resistance to the concept.
Gianni Infantino, the organization’s president, explained the decision in a statement released Friday evening. He noted that after considering all perspectives, it became evident the initiative had generated significant divisions. According to Infantino, these divisions were no longer serving the original goals of the project, regardless of how much backing it had received.
The Times newspaper initially uncovered the confidential proposal earlier this week. Known as FIFA Forward Enterprise or FFE, the plan envisioned establishing a commercial rights and event operations entity. Under this arrangement, FIFA would maintain an 80 percent ownership stake while offering 20 percent to private market participants.
According to FIFA’s projections, the newly formed company would carry an initial valuation of $20 billion. From this total, $4.2 billion would be allocated toward carefully chosen long-term investment partners.
Thrive Eternal, a venture led by Joshua Kushner—brother of Jared Kushner, who is married to President Trump’s daughter—was anticipated to head the investor consortium. Thrive Eternal operates as a subsidiary of Thrive Capital, the investment company controlled by Joshua Kushner.
FIFA had previously indicated that member associations would benefit substantially from the arrangement. The organization estimated that FIFA Forward Funding would increase from $8 million per four-year period to roughly $20 million for all 211 member associations.
On Tuesday, a source familiar with Thrive Capital addressed the criticism directed at the firm. The source emphasized that assumptions about Trump’s involvement were incorrect. “Josh himself does not have any links with the administration, he does not have any political roles, he has not donated to them, he is not involved in any capacity,” the source explained to CBS News. The source further noted that Kushner’s donation history shows support for Democratic causes, making it unfair to judge him based on his brother’s actions.
When questioned by reporters during a Cabinet meeting on Friday, President Trump stated he had not been contacted by FIFA officials or Infantino regarding the proposal. “No, I never spoke to him,” Trump responded.
Reactions to Infantino’s proposal came quickly from across the soccer world. UEFA, Europe’s governing body, announced Thursday that its 55 member nations agreed to boycott FIFA-organized competitions, including the World Cup, if the initiative moved forward. The organization described the proposal as both irresponsible and indefensible.
“The World Cup cannot be treated as an investment product,” UEFA declared. “It is one of football’s greatest sporting legacies,” the federation added, emphasizing that “the World Cup is not for sale.”
CONCACAF, North America’s soccer organization comprising 41 members, also rejected the proposal. The body questioned whether private equity investment was necessary to fund both new and existing FIFA Forward programs, particularly after the most profitable World Cup in history. However, CONCACAF stopped short of threatening a boycott.
The Asian Football Confederation issued a statement on Friday that neither fully endorsed nor rejected the plan. Instead, the confederation expressed solidarity with UEFA and CONCACAF, highlighting serious concerns about private investment entering FIFA’s flagship competitions and the decision-making structure surrounding FFE.
Also on Friday, Carlos Cordeiro, one of Infantino’s top advisers, stepped down from his position. In his resignation statement, Cordeiro explained he could not remain while FIFA considered selling a portion of the World Cup. He emphasized that the FIFA Forward Enterprise project was designed to strengthen member associations and the sport globally, particularly in regions requiring the most support.
Infantino reiterated that the initiative was meant to be implemented only with majority support from FIFA member associations and through ongoing consultation with the FIFA Council, confederations, and other stakeholders.
Recent months have brought increasing scrutiny to Infantino’s relationship with President Trump, especially as the 2026 World Cup approaches. The tournament will be hosted jointly by the United States, Mexico, and Canada. Last year, Infantino presented Trump with the inaugural FIFA Peace Prize.
Earlier this month, during the World Cup tournament, Trump mentioned that he had personally requested Infantino to review a red card decision.
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