Gianni Infantino has set a deadline of 19 September for all 211 national football associations to decide whether they will endorse his latest commercial strategy for FIFA. In a confidential letter that was disclosed to the press, the FIFA president offered a financial carrot of roughly £30.1 million (about $40 million) to any association that backs the proposal to spin off part of FIFA's commercial operations into a new, investor‑backed entity. The initiative, dubbed FIFA Forward Enterprise (FFE), is intended to bundle the sale of FIFA's lucrative commercial rights – broadcasting contracts, sponsorship deals, ticketing and licensing – with the operational delivery of its flagship tournaments.
Under the plan, FIFA would invite external investors to purchase minority, non‑controlling stakes in FFE, aiming to raise up to £3.1 billion (approximately $4.2 billion). The valuation of the new vehicle is projected at around £15 billion ($20 billion), which, if the fundraising target is met, would generate a substantial pool of resources for the sport's development. FIFA argues that the venture could unlock more than £7.53 billion ($10 billion) in development funding over the next four-year cycle. However, the scheme requires the explicit approval of member associations, and Infantino has warned that those who refuse to support the sale of at least 20 percent of the new commercial spin‑off could see a dramatic reduction in the cash available for grassroots projects, national team programmes and other development initiatives.
In the letter, Infantino stressed that the launch of FFE would only proceed if a majority of members – defined as more than 50 percent – and the FIFA Council back the proposal. He wrote that if these conditions are not satisfied, FIFA will revert to the existing Forward Programme 4.0, which would allocate roughly £7.5 million ($10 million) per member association for the upcoming cycle.
Conversely, he hinted that associations that decline the offer risk missing out on the larger pot of money if the majority of the world’s football bodies endorse the venture. The deadline for a decision has been set for 19 September 2026, with the promise that any approved funding would be available from 1 January 2027.
Infantino framed the opportunity as "singular and unique" for those associations willing to participate, emphasizing that the new entity would be solely focused on maximising value for FIFA's members. Critics have reacted sharply.
UEFA, the European governing body, described the proposals as crossing a line and issued a strongly worded statement condemning the idea of treating football governance as a tradable asset. An emergency virtual meeting of UEFA's 55 member associations has been scheduled to discuss a possible boycott of the plan.
Prominent voices such as England’s Prime Minister Andy Burnham have taken to social media, asserting that football belongs to fans and players, not private investors. National associations have also expressed confusion and concern.
The English FA said it was "completely unaware" of the proposal and lacked substantive details, calling for full transparency before forming an opinion. The Football Association of Wales, the Irish FA and the Scottish FA echoed similar sentiments, noting that they had not received any comprehensive documentation and were awaiting a complete briefing from FIFA. The European Leagues, representing over 1,000 clubs across 31 countries, released a statement denouncing the plan, a stance supported by the Premier League.
LaLiga president Javier Tebas warned that FIFA's commercial rights are not Infantino's personal property and that any mixing of politics, money and power without transparency is unacceptable. FIFA has attempted to calm the backlash by clarifying that the proposed structure would involve a subsidiary rather than a sale of the organisation itself. JP Morgan has been appointed as financial adviser, and Thrive Capital – led by Josh Kushner, brother‑in‑law of former U.S.
President Donald Trump’s son‑in‑law – is expected to spearhead the investor group. FIFA insists that the governing body would retain sole control over football governance, competition calendars, and all regulatory decisions, with any external capital flowing only into the subsidiary.
Infantino argues that the scheme would "democratise football worldwide" by ensuring that a larger share of the sport’s commercial success is reinvested into development projects across the globe. He described football as "the world’s most popular sport and an extraordinary engine of human and social development," adding that the commercial side should operate as a dedicated business whose value is distributed more equitably.
The president also dismissed rumours that he might become chief executive of the new entity after his term ends in 2031, stating that such a move has never been discussed. Nevertheless, FIFA indicated that both the president and the administration would need to play leading roles in the subsidiary to guarantee that FIFA retains control in line with its statutes. Financially, FIFA is a not‑for‑profit organisation owned by its 211 member associations and enjoys tax‑free status in Switzerland.
Its projected revenue for the 2022‑26 cycle is about $15 billion (£11.26 billion), driven primarily by television rights, sponsorship, and ticket sales from the men’s World Cup. The next major tournament will be the women’s World Cup in Brazil.
Industry commentator Kaveh Solhekol of Sky Sports summed up the atmosphere, noting that the proposal resembles the failed European Super League venture: a bold, investor‑driven concept that provoked immediate outrage and may never materialise. He highlighted the stark choice facing associations – accept the £7.5 billion pot or see it shrink to roughly £2 billion – and questioned how many will turn down the money.
In summary, Infantino’s £30 million incentive aims to persuade a majority of FIFA’s members to back a controversial commercial spin‑off that could reshape the financial landscape of world football. While the promise of a multi‑billion‑pound development fund is enticing, the plan has ignited fierce opposition from UEFA, national associations, clubs and leagues, all of whom fear that the soul of the sport is being commoditised without sufficient transparency or democratic oversight.