Gianni Infantino has set a deadline of 19 September for all national football associations to endorse his proposal to partially privatise FIFA, offering a £30.1 million (approximately $40 million) incentive for those who agree, according to a recently disclosed letter. On Tuesday, FIFA announced the intention to launch a new vehicle called FIFA Forward Enterprise (FFE). This entity would combine the commercial exploitation of FIFA’s rights – such as broadcasting, sponsorship, ticketing and licensing – with the operational delivery of its tournaments. Under the scheme, FIFA aims to raise up to £3.1 billion ($4.2 billion) from external investors by selling minority, non‑controlling stakes in FFE, which the organisation values at roughly £15 billion ($20 billion).
The governing body claims that, should the plan receive the necessary backing from its member associations, it could generate more than £7.53 billion ($10 billion) for football‑development projects over the next four years. The president’s correspondence, sent exclusively to the 211 member associations after the confidential proposal was leaked and met with strong resistance from UEFA, highlighted the financial implications of refusing the deal. Infantino warned that nations that do not support the sale of more than 20 percent of a newly created commercial spin‑off – which would oversee future World Cups – would see a sharp reduction in the cash available for grassroots initiatives, national team programmes and other development activities.
Infantino stressed that the launch of FFE would only proceed if more than half of the members, together with his ruling council, gave their approval. He wrote that, failing to meet either condition, FIFA would revert to the existing Forward Programme 4.0, which would allocate roughly £7.5 million ($10 million) per member association for the upcoming cycle. The letter also warned that associations that decline to join could miss out on the larger funding pool if a majority of the world’s football bodies endorse the venture.
"A singular and unique funding opportunity only for those Member Associations who wish to participate, with their decision to be made by 19 September 2026 so we can plan ahead and with funds to be available immediately as of 1 January 2027," Infantino wrote. Earlier, FIFA had indicated that the new structure would provide access to £15 million ($20 million) per year from 2027 to 2030 – a figure that has now been doubled in the latest communication. Infantino added that the entity would be "fully focused on one target objective: generating as much value as possible for FIFA's Member Associations." Critics have questioned how much Infantino personally stands to gain from a venture valued at £15 billion, especially given that his presidential term ends in 2031 and term‑limit rules would require him to step down if re‑elected next year.
UEFA, the continental governing body for European football, responded with a forceful statement, describing the proposals as having "crossed a line." An emergency virtual meeting of UEFA’s 55 member associations is scheduled for Thursday to discuss the backlash, and sources close to Sky Sports News suggest there is talk of a possible boycott should Infantino push ahead. Manchester’s mayor, Andy Burnham, expressed his disapproval on the social platform X, stating: "Football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine." The English FA said on Wednesday morning that it had been completely unaware of the proposal and lacked substantive details, including the precise terms and conditions attached.
The FA spokesperson added that, based on the limited information available, the association was deeply concerned about the lack of transparent process and governance that led to this point. They pledged to issue a clear response once FIFA provides the full proposal as promised.
The Football Association of Wales echoed similar concerns, noting that it had not yet received any substantial documentation from FIFA regarding the reported plans and that the premature public leak was troubling. An Irish FA representative made the same point, saying they had not received meaningful detail and would review the full proposal once it is made available. The European Leagues, which represents more than 1,000 clubs across 31 countries, also issued a statement condemning the initiative, a stance fully supported by the Premier League, a founding member of the European Leagues. Relations between UEFA and FIFA have already been strained.
UEFA President Aleksander Čeferin has previously boycotted the World Cup final in protest over a series of governance issues, including the handling of the Folarin Balogun case. The sudden emergence of the new commercial plan, without prior discussion at the New York meetings with football associations on the eve of the World Cup final, has intensified the tension.
The Financial Times and The Times were the first outlets to report that the FA was unaware of the plans. UEFA’s subsequent statement warned that "the soul and governance of football are not assets to trade" and that such a move would be a serious breach of the sport’s fundamental principles.
UEFA called on all stakeholders – leagues, clubs, players, supporters, governments and anyone who cares about football’s future – to treat the issue with the utmost seriousness. LaLiga President Javier Tebas added that FIFA’s commercial rights are not Infantino’s personal property and that anyone mixing politics, discipline, money and power without transparency is unfit to lead.
He also rejected the notion that Infantino could solve FIFA’s governance problems. FIFA later clarified that it was beginning a consultation process after receiving a proposal now under review. The organisation confirmed that JP Morgan is acting as financial adviser on the project, while Thrive Capital – led by Josh Kushner, brother‑in‑law of former U.S. President Donald Trump’s son‑in‑law Jared Kushner – is expected to head the investor group.
According to FIFA, any external investment would be made in a subsidiary rather than in the governing body itself, preserving FIFA’s sole control over football governance, competition formats, the international match calendar and all sporting and regulatory decisions. Infantino argues that the proposal would "democratise football worldwide" and ensure that a larger share of the sport’s commercial success is reinvested in 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 of the game has generated remarkable value that should be shared more equitably. He also dismissed rumours that he might become chief executive of the new entity after his presidential term ends, stating that such a move has "never been discussed." Nonetheless, FIFA indicated that both the president and the administration would need to play leading roles in any new structure to guarantee that FIFA retains control in line with its statutes and for the benefit of its members.
FIFA remains a not‑for‑profit organisation owned by its 211 member associations. Based in Switzerland, it enjoys tax‑free status and expects revenue of about $15 billion (£11.26 billion) for the 2022‑26 cycle, primarily from TV rights, sponsorship and ticket sales associated with the men’s World Cup. The next major tournament will be the women’s World Cup in Brazil. Sky Sports News commentator Kaveh Solhekol summed up the atmosphere, noting that after a record‑breaking World Cup, Infantino and his inner circle see the surplus as an opportunity to create a subsidiary that would attract private capital and secure future revenue streams.
He compared the situation to the failed European Super League, suggesting that widespread opposition could similarly derail Infantino’s plan. Solhekol highlighted the stark choice facing associations: accept the £7.5 billion pot or see it shrink to around £2 billion if they reject the proposal. The debate continues to unfold, with many national associations awaiting the full details before deciding whether to join the proposed commercial venture or to stand with UEFA in defending the principle that football’s soul should never be treated as a tradable asset.