Gianni Infantino has set a deadline of 19 September for all 211 FIFA member associations to decide whether they will back his latest commercial restructuring proposal. In a private letter sent to each national federation, the FIFA president offered a financial incentive of roughly £30.1 million (about $40 million) to encourage acceptance of the plan, which involves selling a minority stake in a newly created commercial vehicle to private investors.
The initiative, branded FIFA Forward Enterprise (FFE), is intended to bundle the sale of FIFA's commercial rights—broadcasting, sponsorship, ticketing and licensing—into a single entity that would also manage the operational delivery of the organisation's tournaments. According to the proposal, FIFA aims to raise up to £3.1 billion ($4.2 billion) from external investors by selling non‑controlling shares in FFE, which FIFA values at approximately £15 billion ($20 billion).
The governing body argues that the influx of capital could generate more than £7.53 billion ($10 billion) for football development over the next four-year cycle. Infantino’s letter, which was circulated only after the details of the plan were leaked to the press, warned that associations that refuse to support the sale could see a sharp reduction in the funding they receive for grassroots projects, national team programmes and other development initiatives. He suggested that members who do not endorse the sale of more than 20 % of the new commercial spin‑off would be left with a much smaller pool of resources. Conversely, those that sign up before the 19 September deadline would be eligible for immediate access to funds starting 1 January 2027, with a potential share of the £7.5 billion pot.
The proposal requires the backing of more than half of the member associations, plus approval from FIFA’s ruling council, before it can move forward. If either condition is not met, Infantino wrote, FIFA will revert to the existing Forward Programme 4.0, which would allocate roughly £7.5 million ($10 million) per association for the next cycle. The reaction from the football community has been swift and largely hostile.
UEFA, the European governing body, issued a strongly worded statement describing the plan as a "crossing of a line" and announced an emergency virtual meeting of its 55 member associations to discuss a possible boycott. Prime Minister Andy Burnham also criticised the proposal on social media, asserting that football belongs to fans and players, not private investors. National associations have echoed similar concerns.
The English Football Association said it had not been consulted and lacked substantive details about the proposal, calling for a transparent and fully disclosed plan before forming an opinion. The Football Association of Wales, the Irish FA and the Scottish FA all indicated that they had received little information and were awaiting a comprehensive briefing from FIFA. European club representatives joined the criticism. The European Leagues, which represents more than 1,000 clubs across 31 countries, released a statement condemning the plan, and the Premier League, a founding member of the organisation, pledged its full support for that condemnation.
LaLiga president Javier Tebas added that mixing politics, discipline, money and power without clear transparency makes any leader unfit to govern the sport. FIFA has attempted to clarify the structure of the proposed venture.
It confirmed that JP Morgan is acting as financial adviser and that Thrive Capital—led by Josh Kushner, brother‑in‑law of former U.S. President Donald Trump’s son‑in‑law Jared Kushner—would likely head the investor consortium. The governing body stressed that any external investment would be made in a subsidiary, not in FIFA itself, and that FIFA would retain sole control over governance, competition formats, the international match calendar and all regulatory decisions. Infantino defended the plan as a way to "democratise football worldwide" and to ensure that a larger share of the sport’s commercial success is reinvested into development projects across the globe.
He argued that football is the world’s most popular sport and a powerful engine of social development, and that the current commercial model, while lucrative, does not fully benefit the broader football ecosystem. By creating a dedicated business focused on commercial exploitation, Infantino believes the value generated can be distributed more equitably among associations, clubs, leagues, players and fans. Critics, however, point out the lack of transparency regarding who stands to profit personally from the £15 billion valuation. They note that Infantino’s own term as FIFA president ends in 2031, after which he must step down if re‑elected, yet there has been no discussion of his future role or potential financial gain from the new entity.
FIFA has denied that Infantino will become chief executive of FFE, stating that such a move has never been discussed, but it also indicated that both the president and the existing administration would need to play leading roles to ensure FIFA retains control in line with its statutes. The financial stakes have risen since the initial announcement. FIFA previously indicated that the new venture would provide access to £15 million ($20 million) per association from 2027 to 2030; the current letter effectively doubles that figure, promising a total of £7.5 billion if the plan is approved. Conversely, if the majority of members reject the proposal, the available pool could shrink dramatically to around £2 billion.
The controversy comes at a time when relations between UEFA and FIFA are already strained. UEFA president Aleksander Čeferin has previously boycotted the World Cup final in protest over FIFA governance issues, including the handling of the Folarin Balogun case. The current dispute adds another layer of tension, with many stakeholders questioning whether FIFA is using the sport to enrich a select few rather than serving the broader football community. FIFA’s revenue outlook for the 2022‑2026 cycle remains robust, with an expected $15 billion (£11.26 billion) primarily derived from television rights, sponsorship deals and ticket sales from the men’s World Cup.
The next major tournament, the women’s World Cup in Brazil, will also contribute to the income stream. Nonetheless, the debate over how that money should be allocated—and whether private investment should play a role—continues to dominate headlines. Sky Sports correspondent Kaveh Solhekol summed up the atmosphere, noting that the proposal feels reminiscent of the failed European Super League venture, where fan outrage and swift political backlash halted the project.
He highlighted the core question facing every member association: whether the promise of a £7.5 billion pot is enough to override concerns about governance, transparency and the fundamental principle that football should not be treated as a tradable asset. In summary, Infantino’s £30 million incentive aims to secure a majority vote for a controversial commercial spin‑off that would see private investors acquire a minority stake in FIFA’s lucrative rights. While the plan promises significant development funding, it has provoked fierce opposition from UEFA, national associations, clubs and governments, all of whom warn that the soul and governance of football are not commodities to be sold. The deadline of 19 September looms, and the outcome will likely shape the financial and structural future of world football for years to come.