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Infantino wants to sell the World Cup to Trump’s family
©picture alliance / Anadolu | Evrim Aydin
FIFA President Gianni Infantino has launched a controversial plan to establish a new company that will commercially manage the World Cup tournaments—for men, women, and clubs. The project, called FIFA Forward Enterprise (FFE), is expected to be valued at $20 billion and is attracting private investors, including Thrive Eternal, led by Joshua Kushner, brother of Jared Kushner, the son-in-law of U.S. President Donald Trump.
According to The Times , Infantino would become the head of FFE after his term ends in 2031, with an estimated annual income of $64 million—ten times his current salary. The 211 FIFA members—the national soccer associations—will each have the opportunity to receive up to $20 million in additional development funds, which is a huge financial incentive, especially for smaller associations.
UEFA, however, has reacted furiously. “No one owns soccer,” the European federation stated in a sharp statement. “The soul and governance of soccer are not commodities, certainly not without transparency regarding who stands to profit financially.” UEFA calls the plan a “nuclear bomb” for soccer and warns that it crosses a line that should never have been crossed. The 55 European members are considering an emergency meeting and even a boycott if Infantino goes ahead with the plan. Political opposition is also mounting. British Prime Minister Andy Burnham stated on social media: “The World Cup is not a product. It belongs to the fans.” Criticism is also coming from coaches, the Norwegian Football Association, and the Council of Europe, who are questioning the integrity of FIFA under Infantino.
FIFA emphasizes that it retains a majority stake in FFE and full control over competitions, the schedule, and regulations. Nevertheless, critics view the plan as a further commercialization of soccer, in which private investors can, through FFE, have a say in the future of the World Cup.
Incidentally, this is not the first time Infantino has tried to attract private investors. An earlier proposal from 2018, involving SoftBank and Saudi connections, was blocked by UEFA at the time. Now, following record revenue of $12 billion from the 2026 World Cup, Infantino’s position seems unshakable, but resistance is growing.
©picture alliance / Anadolu | Evrim Aydin