UEFA has launched a fierce public attack on FIFA and president Gianni Infantino, declaring that plans to sell minority stakes in a new commercial entity linked to the World Cup go far beyond what football's governing institutions should ever permit.

What FIFA is proposing

On Tuesday, FIFA released a detailed statement outlining its intention to create a new commercial subsidiary called FIFA Forward Enterprise (FFE). The governing body says the vehicle could generate more than $10 billion in football development funding over the next four years, subject to approval from its 211 member associations.

FFE would consolidate FIFA's commercial rights — broadcasting, sponsorship, ticketing, and licensing — alongside the operational delivery of FIFA tournaments. Under the proposal, FIFA would raise up to $4.2 billion by selling minority, non-controlling stakes in FFE to external investors, valuing the company at around $20 billion.

FIFA president Gianni Infantino told all 211 member associations on July 18 that the priority following the success of the FIFA World Cup 2026 is to "unleash the commercial potential and opportunity that FIFA has."

UEFA's sharp response

UEFA wasted no time in pushing back. In a strongly worded statement, the European body declared: "This crosses a line that football's governing institutions should never cross. UEFA takes it extremely seriously. So should every National Football Association."

"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."

UEFA called on leagues, clubs, players, supporters, and governments to treat the proposal with the same gravity.

FIFA's clarifications

FIFA moved swiftly to address concerns, confirming that JP Morgan is acting as financial adviser on the project. Thrive Capital, whose chief executive is Josh Kushner, is expected to lead the proposed investor group. FIFA stressed that Jared Kushner is not an investor.

The governing body insisted that any outside investors would hold only a minority stake in the subsidiary — not in FIFA itself — and that it would retain sole control over football governance, competitions, the international match calendar, and all sporting and regulatory decisions.

FIFA also dismissed suggestions that Infantino could become chief executive of the new entity when his final term as president ends, saying such a move has "never been discussed."

What's in it for member associations?

FIFA says the additional funding would allow it to raise payments to each of its 211 member associations through its FIFA Forward programme — from the currently budgeted $8 million to $20 million per association for the 2027–2030 cycle. A new FIFA Fast Forward Programme would also offer associations up to $20 million in optional one-off funding for major projects.

Any proposal must be approved by a majority of FIFA's member associations as well as the FIFA Council before it can be implemented. FIFA said the plans will soon be formally presented to both bodies, who would be the sole decision-makers on whether to proceed.

"Football is the world's most popular sport and an extraordinary engine of human and social development," Infantino said. "Every FIFA Member Association, whatever its size, resources, or geographic location will have a voice and the opportunity to determine its own course."

FIFA is a not-for-profit organisation based in Switzerland and owned by its 211 member associations. Its revenue for the 2022–2026 cycle is expected to reach $15 billion, the majority of which derives from TV rights, sponsorship, and ticket and hospitality sales from the FIFA World Cup 2026.