FIFA World Cup stake plan draws UEFA fury and boycott talk

FIFA’s plan to sell a FIFA World Cup stake through a new commercial rights company has triggered a fierce pushback from UEFA, politicians and former football officials, according to Deadline, the Financial Times and The Times.

The proposal would put commercial rights for FIFA’s men’s and women’s tournaments into a new vehicle called FIFA Forward Enterprise, or FFE. FIFA has confirmed the plan and said it would remain the controlling shareholder while seeking $4.2 billion from selected long-term investors buying minority, non-controlling positions.

Reports cited by Deadline said JP Morgan Chase is working with FIFA on the structure, which has been valued at about $20 billion. The bank also financed the failed European Super League project in 2021.

What is FIFA trying to sell?

FIFA is not proposing to sell the World Cup tournament outright. The plan, as reported by the Financial Times and The Times and confirmed in part by FIFA, would create a company to hold and exploit commercial rights tied to FIFA’s flagship competitions.

That distinction has not cooled the reaction. UEFA, European football’s governing body, issued a statement saying the World Cup “is not FIFA’s to sell” and argued that football’s governance and soul should not be treated as tradeable assets.

Thrive Capital, the investment firm led by Joshua Kushner, has been approached about investing, Deadline reported. Joshua Kushner is the brother of Jared Kushner, President Donald Trump’s son-in-law. Deadline said it contacted Thrive for comment.

FIFA President Gianni Infantino has defended the proposed structure, saying FFE would let “the commercial side of the game” operate as a focused business and spread value “more and better all around the world.” FIFA has said more than $10 billion would be redistributed to its 211 member associations after the deals.

The Times reported that Infantino could personally earn millions from the arrangement by becoming commissioner of the new entity after his expected third term as FIFA president ends in 2031. Deadline said it contacted FIFA for comment on that report.

Political criticism has joined the football backlash. New UK Prime Minister Andy Burnham wrote that the World Cup is “not a product” and said that once a piece of it is sold, “you have sold out.”

Former FIFA president Sepp Blatter, Infantino’s disgraced predecessor, also attacked the plan on social media. He wrote that the relationship between the FIFA president and the U.S. president had taken on a financial dimension that was damaging to football, adding: “No one has the right to sell our game.”

Could UEFA boycott the World Cup?

UEFA members are reportedly meeting to discuss how to respond, with a World Cup boycott described in reports as one serious option. UEFA cannot directly block FIFA from pressing ahead, but it represents many of the strongest national teams in world football.

Deadline reported that six of the eight quarter-finalists at the recent World Cup were UEFA members, with Spain winning the tournament. Similar European strength was seen in the 2018 and 2022 competitions, meaning a World Cup without UEFA teams would create a serious commercial and political problem for FIFA.

The dispute lands after a World Cup in the U.S., Canada and Mexico that drew criticism in some quarters over mandatory drinks breaks, President Trump’s involvement in the suspension of USMNT player Folarin Balogun, and an extended half-time break in the final for musical performances. UEFA president Aleksander Čeferin boycotted the final in response to the various issues, Deadline reported.

The next World Cup is scheduled for Spain, Portugal and Morocco, with additional games in South America. Reports cited by Deadline said FFE is expected to require approval from a majority of FIFA members, though no timetable or voting process has been announced.

This story draws on original reporting from Deadline.