FIFA Sets September Deadline and $40 Million Incentives for Private Investment Plan as Opposition Grows
FIFA President Gianni Infantino has given the organisation’s 211 member associations until 19 September 2026 to endorse a controversial plan to sell minority stakes in a new commercial subsidiary to private investors, offering substantial financial incentives to those who support it.
In a five-page letter circulated to federations today, Infantino raised the stakes one day after FIFA publicly outlined the creation of FIFA Forward Enterprise. The proposed subsidiary, valued at approximately $20 billion, would consolidate FIFA’s commercial rights – including broadcasting, sponsorship, ticketing and licensing, with the operational delivery of its major tournaments, including the men’s and women’s World Cups and the Club World Cup.
Under the proposal, FIFA aims to raise up to $4.2 billion by selling minority, non-controlling stakes of around 20 percent to external long-term investors. JPMorgan is acting as financial adviser. An investor group expected to be led by Thrive Eternal, linked to Thrive Capital and American investor Joshua Kushner, is positioned as the anchor investor. FIFA has claimed that Jared Kushner is not an investor.
Associations that back the plan by the September deadline would gain access to up to $40 million each: an initial $20 million one-off payment available from 1 January 2027, drawn from liquidating a minority portion of FIFA’s stake, plus $20 million in enhanced funding over the 2027–2030 cycle. FIFA has indicated the structure could unlock more than $10 billion in total development funding over four years. Should the proposal fail to secure majority support, associations would instead receive approximately $10 million each under the existing Forward Programme for the next cycle.
FIFA insists it would retain sole control of the new entity and exclusive authority over all sporting, governance, regulatory and calendar decisions. Infantino has described the move as the “democratisation of football worldwide,” arguing it would allow greater investment even in the smallest footballing nations.
The plan has provoked sharp backlash. UEFA condemned the proposals as crossing “a line that football’s governing institutions should never cross,” stating that the soul and governance of football are not assets to trade. European associations are preparing emergency discussions, with the possibility of stronger collective action, including potential boycott threats, under consideration.
Concacaf also issued a strongly worded statement, saying it was only made aware of the matter through media reports and a subsequent media release. “We are deeply concerned by the lack of due process,” the confederation said. “We share the disappointment of many within our region and the game that this level of detail has been designed and shared publicly before any discussion with the relevant governance bodies and stakeholders has taken place.” Concacaf emphasised that FIFA, the confederations and every member association have a responsibility to act in the best interests of the sport through good governance and robust processes.
Criticism has also come from other figures in the game, including former FIFA president Sepp Blatter. Concerns centre on transparency, the compressed timeline, the involvement of investors linked to the Trump administration amid Infantino’s close relationship with the US president, and questions over long-term control of football’s most valuable assets following the recently concluded 2026 World Cup.
Member associations now face a tight deadline to assess the detailed proposal. Approval requires more than 50 percent support from the 211 federations plus the FIFA Council. FIFA has opened a consultation process, and further clarification or negotiations are expected in the coming weeks.
