Gianni Infantino has set a deadline of 19 September for all 211 national football associations to decide whether they will endorse his controversial proposal to carve out a portion of FIFA and sell it to private investors. The offer, outlined in a confidential letter that was leaked to the press, includes a financial incentive of roughly £30.1 million (about $40 million) for those who vote in favour.
On Tuesday, FIFA announced the creation of a new commercial vehicle called FIFA Forward Enterprise (FFE). The venture is intended to bundle the sale of FIFA's commercial rights—broadcasting, sponsorship, ticketing and licensing—into a single entity that would also be responsible for the operational delivery of the organisation's tournaments.
By offering minority, non‑controlling stakes in FFE, FIFA hopes to raise up to £3.1 billion (approximately $4.2 billion) from external investors, valuing the new company at around £15 billion ($20 billion). FIFA argues that the scheme, which still requires the approval of its member associations, could generate more than £7.53 billion ($10 billion) in football‑development funding over the next four years. In the letter addressed solely to the 211 members, Infantino warned that associations that reject the plan would see a sharp reduction in the cash available for grassroots projects, national‑team programmes and other development initiatives. He suggested that without the sale of at least 20 % of the new commercial spin‑off, future funding could be cut dramatically.
According to the correspondence, the launch of FFE will only proceed if more than half of the members vote in favour, together with the backing of FIFA’s ruling council. Should either condition fail, Infantino wrote, FIFA will revert to the existing Forward Programme 4.0, which would allocate roughly £7.5 million ($10 million) per member association for the next cycle. Infantino framed the proposal as a "unique funding opportunity" for those associations willing to participate, with a decision deadline of 19 September 2026. He promised that any approved funds would become available from 1 January 2027.
The letter also noted that the financial stakes have risen since FIFA initially announced the venture; the projected funding pool for 2027‑2030 has doubled from £15 million to £30 million. Critics have questioned how much Infantino himself stands to gain from a £15 billion commercial enterprise and whether he could remain in a position of influence after his presidential term ends in 2031, as FIFA statutes require him to step down if re‑elected.
The lack of transparency surrounding personal benefits has fueled further suspicion. UEFA reacted strongly, describing the proposals as "crossing a line". An emergency virtual meeting of UEFA’s 55 member associations is scheduled for Thursday to discuss a possible boycott of the plan. European football’s governing body warned that the commercialisation of the sport’s core assets could undermine the sport’s integrity.
Political figures also weighed in. Greater Manchester’s mayor, Andy Burnham, posted on X that "football does not belong to investors; it belongs to the fans and the people who work on the pitch day after day". The English Football Association (FA) said it was unaware of the details and expressed deep concern about the lack of a transparent process. Similar statements came from the Football Association of Wales, the Irish FA, and the Scottish FA, all of which requested the full proposal before forming an opinion.
The European Leagues, representing over 1,000 clubs across 31 countries, issued a condemnation of the plan, a stance supported by the Premier League. Relations between FIFA and UEFA have already been strained, highlighted by UEFA president Aleksander Čeferin’s decision to skip the World Cup final in protest over FIFA governance issues, including the handling of the Folarin Balogun case. The timing of the announcement added to the controversy. FIFA did not raise the issue during its meetings with national associations in New York on the eve of the World Cup final, and the FA only learned of the proposal through reports in the Financial Times and The Times.
UEFA’s statement emphasised that "the soul and governance of football are not assets to trade" and warned that the sport should not be used to enrich a select few. LaLiga president Javier Tebas echoed these concerns, stating that FIFA’s commercial rights are not Infantino’s personal property and that any mixing of politics, money and power without transparency disqualifies a leader from guiding the sport. FIFA later clarified that the new structure would be a subsidiary, not a sale of the governing body itself, and that the organisation would retain full control over governance, competition formats, the international match calendar and all regulatory decisions. JP Morgan has been appointed as financial adviser, while Thrive Capital—led by Josh Kushner, brother‑in‑law of former President Donald Trump’s son‑in‑law—has been identified as the likely lead investor group.
Infantino argues that the venture will "democratise football worldwide" by channeling a larger share of commercial revenue back into development projects across all continents. He described football as "the world’s most popular sport and an extraordinary engine of human and social development", insisting that the commercial side of the game should operate as a dedicated business whose value is distributed more equitably. The governing body dismissed rumours that Infantino might become chief executive of the new entity after his presidential term ends, 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 ensure alignment with FIFA statutes and to protect member interests.
FIFA remains a non‑profit organisation owned by its 211 member associations and enjoys tax‑exempt status in Switzerland. For the 2022‑2026 financial cycle, FIFA expects revenues of about $15 billion (£11.26 billion), primarily from television rights, sponsorship deals and ticket sales linked to the men’s World Cup. The next major tournament will be the women’s World Cup in Brazil. Sky Sports analyst Kaveh Solhekol summed up the situation, noting that the World Cup generated unprecedented revenue, with fans paying high ticket prices.
He suggested that Infantino sees the creation of a commercial subsidiary as a way to replicate that financial success for future tournaments. However, Solhekol also highlighted the growing opposition, comparing the scenario to the failed European Super League venture, and questioned whether enough associations will accept the £7.5 billion pot or reject it and settle for a reduced £2 billion allocation. The debate continues to unfold, with national associations, leagues, clubs, players and fans watching closely to see whether FIFA’s ambitious commercial experiment will proceed or be halted by widespread resistance.