FIFA moved to calm growing unease on Friday, releasing a statement insisting that "nobody is selling football" as it pushed back against mounting criticism of its plan to bring private equity investors into the World Cup.

The governing body confirmed it intends to press ahead with a consultation process surrounding the proposal, which would see private equity firms acquire stakes in football's most prestigious international tournament.

What the plan involves

The initiative would open up ownership interests in the World Cup to outside investors — a move that has alarmed many within the football community who fear it could compromise the integrity and governance of the game.

FIFA, however, was firm in its defence, framing the proposal as a financial tool to grow the sport rather than a surrender of control over it.

Consultation continues

Rather than retreating from the plan, FIFA indicated it will continue engaging stakeholders through an ongoing consultation process. The governing body stressed that no final decisions have been made and that all parties will have an opportunity to voice their concerns.

The statement represents FIFA's clearest effort yet to manage the narrative around a proposal that has stirred significant debate inside the sport's corridors of power.