FIFA chief Gianni Infantino has officially withdrawn his contentious scheme to sell a portion of future World Cup earnings to private‑equity firms after a wave of opposition from the sport's governing bodies. While the plan has been abandoned, UEFA has publicly announced a loss of confidence in Infantino, a stance that the English Football Association has fully endorsed.
Earlier this week FIFA revealed its intention to launch a new venture called FIFA Forward Enterprise (FFE). The initiative was designed to bundle the commercial rights of the organisation—broadcasting, sponsorship, ticketing and licensing—into a single package that could be sold to investors, with the proceeds earmarked for the operational delivery of its tournaments.
Infantino gave national associations a deadline of 19 September to endorse the sale, sweetening the offer with a £30.1 million incentive for those who voted in favour. The proposal was met with immediate and fierce criticism from UEFA, CONCACAF and the Asian Football Confederation (AFC). Even UK Prime Minister Andy Burnham weighed in, demanding an urgent review of FIFA’s governance structures.
In a statement released in the early hours of Saturday, Infantino explained that the FFE project was meant to strengthen member associations and support football in regions that need it most, but only if a clear majority of members approved it after a thorough consultation process involving the FIFA Council, the confederations and other stakeholders. After listening to the feedback, Infantino concluded that the plan had created divisions that outweighed any potential benefits.
He wrote, “Our purpose has always been – and will always be – to unite and improve the game. Consequently, the proposal will not proceed.” He added that he intends to bring all interested parties back together in the coming weeks to discuss how to continue growing football worldwide, especially in nations that rely heavily on FIFA assistance. Sheikh Salman bin Ibrahim Al Khalifa, writing on the AFC website, welcomed the decision, stressing that any initiative with global impact must be presented and debated with confederations, the FIFA Council, member associations and other stakeholders in a transparent and timely manner. He reiterated that the future of world football should be shaped through collective dialogue and respect for established governance structures.
UEFA also praised the withdrawal, promising to work with partners and stakeholders to ensure that similar schemes cannot be fast‑tracked without proper consultation. In a strongly worded statement UEFA thanked fans, leagues, clubs, players, national associations and even heads of state who opposed the scheme, declaring that football is not for sale.
The body warned that secret, fast‑track projects devised by faceless individuals are unacceptable and pledged a thorough review of how the proposal was allowed to progress. UEFA asserted that the current FIFA leadership has lost its confidence not only of UEFA but of many other members of the football family. The English FA echoed UEFA’s position, issuing a statement that read, “We fully support UEFA’s stance.
It is time for a comprehensive and robust review of FIFA’s leadership and governance to guarantee that the global game is administered transparently for the benefit of all 211 member nations.” The backlash intensified after senior FIFA adviser Carlos Cordeiro resigned, labeling the privatisation plan a "bad deal for football" and "for the long‑term future of the game". In an exclusive interview with Sky News, Cordeiro, a former banker and lifelong football fan, said he could not stand by while FIFA considered selling a stake in the World Cup, stressing that he had no involvement in the proposal and opposed it unequivocally. Another senior official, chief operating officer Kevin Lamour, told the Associated Press that staff felt "deceived" by Infantino’s lack of openness and deserve better than "contempt and intimidation". Lamour described the World Cup plan as "the project of one person" and called for decisive action from football leaders.
Under the original FFE model, FIFA aimed to raise up to $4.2 billion (£3.1 billion) from external investors by selling minority, non‑controlling stakes in a $20 billion‑valued enterprise. The governing body claimed the funds would generate more than $10 billion for football development over four years. However, the proposal required approval from member associations and was condemned as a breach of the sport’s ethos. Prime Minister Andy Burnham took to X (formerly Twitter) to remind the world that "football belongs to the fans", while Culture Secretary Lisa Nandy added, "Enough is enough.
It's time to protect our game." The FA described its concerns as "deep" and called for an urgent governance overhaul. Sky Sports correspondent Kaveh Solhekol summed up the situation, noting that Infantino pulled the plug on the sell‑off in a desperate bid to preserve his presidency. With pressure mounting from within FIFA and from external political figures, the president faced a credibility crisis. A late‑night FIFA statement, signed only by "the FIFA president", omitted any apology, underscoring the strained relations.
The real question now is whether Infantino can survive the fallout. Historically, unseating a FIFA president is difficult, but his support base appears to be eroding. Prior to the controversy, Infantino enjoyed backing from more than 200 of the 211 member associations, including the English FA.
Many of those supporters are now reconsidering their positions as the November 18 deadline for nominating a rival candidate approaches. Potential challengers include Sheikh Salman bin Ibrahim Al Khalifa, who finished second in the 2016 presidential vote, CONCACAF president Victor Montagliani, and UEFA president Aleksander Čeferin, whose vision for football governance starkly contrasts with Infantino’s.
While none have publicly declared candidacy, the growing discontent suggests that a competitive race could emerge for the March 2025 FIFA presidential election in Rabat, Morocco. In the meantime, Infantino must answer to a wide array of stakeholders: FIFA Council members, confederation presidents, national federation leaders, the investors who were quietly approached, and even political figures who have weighed in. The episode highlights the fragile balance between commercial ambition and the sport’s foundational principle that football belongs to its fans, not to private investors. The withdrawal of the World Cup stake sale marks a victory for those who fought against it, but the broader task of rebuilding trust in FIFA’s governance remains a long‑term challenge.