Uefa has accused Fifa of “selling football’s soul” after the world governing body revealed plans to raise more than $4bn by selling stakes in a new subsidiary that would manage the commercial rights to the World Cup and Club World Cup. The new company, Fifa Forward Enterprise, would consolidate the
Frank Dalleres 
Tuesday 28 July 2026 5:52 pm | Updated: Tuesday 28 July 2026 5:54 pm
Uefa has accused Fifa of “selling football’s soul” after the world governing body revealed plans to raise more than $4bn by selling stakes in a new subsidiary that would manage the commercial rights to the World Cup and Club World Cup.
The new company, Fifa Forward Enterprise, would consolidate the media rights, sponsorship, ticketing and event management of major tournaments with a view to raising capital by attracting minority investors, similar to PGA Tour Enterprises in golf.
Interest has already been expressed by Joshua Kushner, the younger brother of Jared Kushner, son in law to Infantino ally President Trump, via his fund Thrive Eternal. JPMorgan and, according to the FT, former Liberty Media CEO Greg Maffei are reported to be advising Fifa.
Fifa, a non-profit organisation, argues that the creation of FFE would allow it to more than double central revenue distributions to all 211 of its member associations to $20m per four-year cycle and increase them further from there.
But European governing body Uefa, a regular critic of Infantino’s Fifa stewardship, said the plan “crosses a line that football’s governing institutions should never cross”, amid suggestions it could lead to pressure from investors to expand or increase the frequency of World Cups.
#mc_embed_signup { background: #fff; clear: left; font: 14px Helvetica, Arial,sans-serif; width: 100%; max-width: 600px; margin: 20px 0; } #mc-embedded-subscribe-form { margin: 20px 0 !important; } .newsletter-form-flex { display: flex; gap: 0; align-items: center; margin-top: -10px; } .newsletter-form-flex input[type=”email”] { flex: 1; padding: 2px 10px; border: 1px solid rgb(18, 22, 23) !important; border-radius: 12px 0 0 12px !important; } .newsletter-form-flex input[type=”submit”] { padding: 4px 10px !important; margin: 0 !important; background-color: rgb(18, 22, 23) !important; color: rgb(255, 255, 255) !important; border: 1px solid rgb(18, 22, 23) !important; border-radius: 0 12px 12px 0 !important; } .newsletter-banner-content { margin-bottom: 15px; } .newsletter-banner-content h2 { margin: 0 0 10px 0; font-size: 18px; font-weight: 600; } .newsletter-banner-content p { margin: 0 0 10px 0; line-height: 1.5; } .newsletter-banner-content ul, .newsletter-banner-content ol { margin: 0 0 10px 20px; } .newsletter-banner-content a { color: #0073aa; text-decoration: none; } .newsletter-banner-content a:hover { text-decoration: underline; } .newsletter-banner-content img { max-width: 100%; height: auto; margin: 10px 0; } #mc_embed_signup #mce-success-response { color: #0356a5; display: none; margin: 0 0 10px; width: 100%; } #mc_embed_signup div#mce-responses { float: left; top: -1.4em; padding: 0; overflow: hidden; width: 100%; margin: 0; clear: both; }
“Uefa takes it extremely seriously. So should every National Football Association. So should every stakeholder: leagues, clubs, players, supporters, governments and everyone who cares about the future of the game,” it added.
“The soul and governance of football are not assets to trade – especially with zero transparency as to who gains financially. None of us are the owners of football. It is not Fifa’s to sell.”
Fifa’s plans emerged hours after Democrats launched a bid to haul Infantino before US legal chiefs and question him over potentially corrupt links to the Trump administration.
Fifa: FFE would benefit all member nations
Fifa said it would retain sole control of FFE and exclusive authority over football governance, competitions, match calendar, and all regulatory and sporting decisions.
“Fifa is always on the lookout for innovative projects that can boost the development of football around the world and is always open to reviewing proposals submitted to it. We are starting a consultation process,” it said.
“As the Fifa president stated on July 18 during a meeting with all Fifa member associations, the priority now is to ‘unleash the commercial potential and opportunity that Fifa has’ after the Fifa World Cup 2026 success.
“Fifa makes its decisions democratically, and a proposal that Fifa has received and is currently reviewing will soon be presented to the 211 member associations and the Fifa Council, who will be the sole final decision-makers on the matter.”
Read more Fifa boss Infantino: World Cup critics are ‘consumed with hate’
Similarly tagged content: Sections Categories People & Organisations
