Gianni Infantino has set a deadline of 19 September for all FIFA member associations to decide whether they will endorse his proposal to carve out a portion of FIFA’s commercial operations and sell minority stakes to private investors. In a letter that was sent exclusively to the 211 national associations, Infantino outlined a £30.1 million (approximately $40 million) incentive designed to persuade members to back the scheme, which has already sparked fierce opposition from UEFA and other football bodies. The proposal, branded as FIFA Forward Enterprise (FFE), would merge the sale of FIFA’s commercial rights—including broadcasting, sponsorship, ticketing and licensing—with the operational delivery of its tournaments. By offering external investors a non‑controlling share in the new entity, FIFA aims to raise up to £3.1 billion (about $4.2 billion).
The valuation of FFE is projected at roughly £15 billion ($20 billion), meaning the minority stake would represent only a fraction of the overall enterprise. According to the governing body, the plan could generate more than £7.53 billion ($10 billion) in football development funding over the next four years, provided it receives the necessary approval from member associations. Infantino warned that if the vote falls short, the amount of money available for grassroots projects, national team programmes and other development initiatives could be dramatically reduced.
In the correspondence, Infantino stressed that the launch of FFE requires the backing of more than half of FIFA’s members, as well as the endorsement of his ruling council. He wrote that if these conditions are not met, 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.
The letter also highlighted a “unique funding opportunity” for those associations that choose to participate, with a decision deadline of 19 September 2026. Should the majority of the world’s football federations accept the proposal, the funds would become available from 1 January 2027. The financial stakes have risen sharply; FIFA previously indicated that the new venture would unlock £15 million ($20 million) in funding from 2027 to 2030, a figure that has now effectively doubled.
Infantino framed the initiative 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 the commercial side of football should operate as a dedicated business, with its value distributed more broadly to benefit all member associations.
However, the plan has been met with strong criticism. UEFA, the European governing body, issued a statement calling the proposal a line that should never be crossed, emphasizing that the “soul and governance of football are not assets to trade.” An emergency virtual meeting of UEFA’s 55 member associations is scheduled to discuss a possible boycott if Infantino proceeds.
Political figures have also weighed in. Greater Manchester’s mayor, Andy Burnham, posted on X that football belongs to the fans and the people who fill stadiums, not to private investors.
The English FA said it was unaware of the details of the proposal and expressed deep concern over the lack of transparent governance surrounding the plan. Similar statements of uncertainty and alarm came from the Football Association of Wales, the Irish FA, and the Scottish FA, all of which indicated they had not received a full briefing. The European Leagues, representing more than 1,000 clubs across 31 countries, released a condemnation of the scheme, a stance that was fully supported by the Premier League. Relations between UEFA and FIFA have already been strained, with UEFA president Aleksander Čeferin refusing to attend the World Cup final in protest over various FIFA governance issues, including the handling of the Folarin Balogun case.
The timing of the proposal has added to the controversy. It was first reported by the Financial Times and The Times, and FIFA did not raise the strategy during its meetings with football associations in New York on the eve of the World Cup final. This lack of prior consultation has fueled accusations of secrecy and unilateral decision‑making. FIFA later clarified that it was beginning a consultation process after receiving a proposal that is currently 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 President Donald Trump’s son‑in‑law Jared Kushner—has been identified as the lead investor group. Infantino insisted that FIFA would retain full control over football governance, competition formats, the international match calendar, and all sporting and regulatory decisions. Any external investment would be directed at a FIFA subsidiary rather than the governing body itself. He also dismissed speculation that he 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 any new structure to ensure the organisation remains in line with its statutes and to protect the interests of member associations. FIFA is a not‑for‑profit entity owned by its 211 member associations and enjoys tax‑exempt status in Switzerland. Its revenue for the 2022‑26 cycle is projected at $15 billion (£11.26 billion), primarily from television rights, sponsorship deals, and ticket and hospitality sales associated with the men’s World Cup. The next major tournament will be the women’s World Cup in Brazil next year.
Sky Sports commentator Kaveh Solhekol summed up the atmosphere, noting that after a financially successful men’s World Cup—where fans paid what many consider exorbitant ticket prices—Infantino and his inner circle see the creation of a commercial subsidiary as the future of the sport. Solhekol compared the situation to the failed European Super League, suggesting that widespread opposition could similarly derail Infantino’s plan. He highlighted the core dilemma facing member associations: accept the £7.5 billion pot that would be shared if they vote in favour, or risk seeing that sum shrink to around £2 billion if they reject the proposal.
The question now is how many of the 211 national federations will turn down the offer, and whether the collective backlash will force FIFA to reconsider its strategy. In summary, Infantino’s £30 million incentive aims to secure a majority vote for a controversial commercial spin‑off that promises substantial development funding but raises profound concerns about the commodification of football’s governance.
The coming weeks will reveal whether the football community will embrace this new financial model or push back to protect the sport’s traditional values and structures.