A proposal that could reshape the commercial future of the World Cup has sparked fierce opposition from football’s governing bodies.
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FIFA president Gianni Infantino unveiled plans on Tuesday to create a $20 billion (€17.5 billion) company to run the World Cup with private investors.
The proposed commercial subsidiary, called FIFA Forward Enterprise (FFE), would oversee competitions including the World Cup and Club World Cup, according to The Times of London.
Former FIFA president Sepp Blatter voiced concern over the close ties between Infantino and US President Donald Trump, as one of the potential private investors is reportedly the family of Trump’s son-in-law, Jared Kushner, while EU sports chief Glenn Micallef told FIFA to “hands off our game.”
From Europe to the Americas and Asia, football governing bodies have voiced concern over FIFA’s proposal. Euronews looks at some of the key reactions.
UEFA: ‘The soul and governance of football are not assets to trade’
UEFA was among the first organisations to condemn the proposal. European football’s governing body made clear that football is not for sale, warning against turning the sport into a commercial asset.
“This crosses a line that football’s governing institutions should never cross. UEFA takes it extremely seriously. So should every National Football Association,” said UEFA in a fiery statement released shortly after the Times article was released.
“The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially,” UEFA said Tuesday, responding to the reports of selling stakes in FIFA competitions.
UEFA vice-president Gabriele Gravina has also criticised FIFA’s proposal.
“Football cannot be reduced to a private affair,” Gravina said.
“We are crossing the line. The balance laboriously constructed over the years between show football and football, a great popular passion – continues the former FIGC No. 1 – risks being swept away by a business vision that is not good for the movement.”
UEFA will hold an emergency meeting on Wednesday to discuss its response to FIFA’s controversial private investor plans, according to French sports minister Marina Ferrari.
“I acknowledge the emergency meeting to be held Wednesday among European football authorities. Faced with a project that could profoundly transform the balance of our sport, it is essential that European stakeholders speak with a single voice,” Ferrari said in a social media post.
La Liga president attacks FIFA plan
La Liga president Javier Tebas lashed out at Infantino, accusing him of mixing “politics, discipline, money and power without transparency.”
In his X post, which featured an iceberg, the visible section read “What is already known,” while the submerged section read “This is only the tip of the iceberg,” suggesting that much more about Infantino’s stewardship of FIFA remains to be revealed.
“And now FIFA is promising more than $10 billion and up to an additional $20 million for each member association, while at the same time preparing to bring private investors into its rights and competitions. This does not look like reform. It looks like an election campaign financed at the expense of football’s future,” he wrote.
“Development cannot be used to buy votes or silence criticism. FIFA’s competitions and commercial rights are not Infantino’s personal property. Anyone who mixes politics, discipline, money and power without transparency cannot lead anything. Infantino is not the solution to FIFA’s governance. He is the problem. We are only scratching the surface of the iceberg.”
England FA ‘completely unaware’ of the plan
England’s Football Association (FA) said it had not been informed of FIFA’s proposal before it emerged publicly and raised concerns about the way it had been handled.
The governing body said it was “deeply concerned about the lack of process and governance to get to this point, and the apparent substance and principles involved.”
“When the proposal is shared in the full and transparent way now promised by FIFA, we will make our views clear, and comment further,” a spokesperson said, adding that they were “completely unaware” of the proposal.
German FA: ‘A line has been crossed’
The German Football Association (DFB) has joined UEFA in criticising FIFA President Gianni Infantino’s reported plan to sell a 20-30% stake in the World Cup to private investors, with DFB Vice-President Hans-Joachim Watzke saying “a line has been crossed.”
“Many in European football see FIFA’s plans as a direct attack on the sport. I share that view,” said Watzke, who also serves as a UEFA Executive Committee vice-president.
“There is broad consensus among the member associations. That has become clear to me in several discussions over the past few days with Aleksander Ceferin and other colleagues,” he added. Watzke also stressed Europe’s importance to the World Cup.
“At the 2026 World Cup, six European teams reached the quarter-finals and three made the semi-finals. If European football stands united against these plans, that carries significant weight”.
FFF to consult European counterparts over FIFA plan
Philippe Diallo, president of the French Football Federation (FFF), also criticised the complete lack of communication surrounding the proposal.
“We learned about this very significant project through a press release. We have no details, and given its direction – namely bringing investment funds into a commercial company alongside FIFA – it raises many questions,” Diallo said.
He added that national football associations had not been consulted and had been given no concrete information that would allow them to take a position on what he described as issues that are fundamental to the future of the sport.
Diallo also said he would immediately begin discussions with the presidents of Europe’s leading football associations to determine how to respond to FIFA’s plans.
“Starting today, I will be in contact with my counterparts at the major European football associations to determine how we should approach these plans, about which we have received no specific information,” he said.
Beyond Europe: Concerns spread across Asia and the Americas
Concerns have also spread beyond Europe, with football governing bodies in Asia, North and Central America and the Caribbean, and South America all calling for greater transparency and a more inclusive consultation process before taking a position on FIFA’s proposal.
“The AFC was not consulted on the proposal and is disappointed that a matter of such significance entered the public domain before the AFC family had been afforded the opportunity to examine and discuss it through the appropriate and established governance channels,” Asian Football Confederation (AFC) said in a statement.
“While the AFC recognises the importance of exploring innovative approaches that can strengthen the future of global football, initiatives of this scale and consequence must be founded upon the principles of good governance, transparency and meaningful consultation.”
CONCACAF, the governing body for football in North and Central America and the Caribbean, also voiced concerns over the proposal. Its president, Victor Montagliani, said the confederation had not been consulted before FIFA unveiled its plans.
“Concacaf was only made aware of this matter through media reports and, subsequently, via a media release,” Concacaf said in a statement released to the Guardian. “We are deeply concerned by the lack of due process.”
“As leaders within football, we are the custodians of the game. Collectively, Fifa, the confederations and every member association have a responsibility to always act in the best interests of the sport. Every decision we make must be guided by good governance, robust processes and long-term stewardship.”
An approaching deadline
FIFA has given its member associations until 19 September to sign up to the proposal and secure the financial incentive. So far, however, the offer has done little to quell criticism, with many football governing bodies united in calling for greater transparency and consultation.
