Zurich: FIFA President Gianni Infantino has abandoned his controversial plan to bring private investors into the commercial side of the World Cup after facing strong opposition from football governing bodies, senior FIFA officials, and national associations. Infantino announced on Friday that he was withdrawing the proposal, saying it had created divisions that were no longer in the best interests of world football.
According to United News of Bangladesh, Infantino stated, "After listening carefully to all views, it has become clear that the project has created divisions that outweigh its intended benefits," in a statement following the announcement. The decision to withdraw the plan came less than two weeks after Infantino celebrated what FIFA described as the successful conclusion of its expanded World Cup, which generated record revenue and strengthened his position ahead of next year's FIFA presidential election.
The proposal at the center of the controversy involved the creation of a new FIFA subsidiary, called FIFA Forward Enterprise (FFE), which would manage the organisation's commercial business, including World Cup broadcasting rights, sponsorship, ticket sales, and hospitality. FIFA planned to raise approximately $4.2 billion by selling a 20 percent stake in the new company, with Thrive Eternal, an investment firm launched by Joshua Kushner, expected to be the lead investor. Under the proposal, each of FIFA's 211 member associations would have received $20 million from the investment, doubling the current amount they are due over the next four years, and FIFA projected higher payments in future World Cup cycles.
The proposal faced significant opposition from several FIFA vice presidents, senior FIFA executives, UEFA, football bodies in Asia and North America, national leagues, and political leaders. Concerns were raised that private investors would push for larger tournaments and more matches to increase profits, further pressuring an already crowded international football calendar. Critics also pointed out that Infantino developed the proposal without properly consulting football stakeholders. UEFA took the strongest position against the plan, warning that European football associations could boycott FIFA competitions unless it was withdrawn. Europe's teams regularly dominate FIFA tournaments, making UEFA's opposition particularly significant.
While Infantino's traditional supporters in Africa largely remained neutral, the South American football body CONMEBOL expressed that it would carefully review the proposal before taking a position. Many smaller football associations stood to benefit financially from the increased funding, while wealthier football nations showed less interest in the offer. Despite dropping the proposal, questions remain about whether Infantino can fully restore confidence before FIFA's presidential election next March. The controversy also led to the resignation of senior adviser Carlos Cordeiro, who criticized the investment plan, while FIFA Chief Operating Officer Kevin Lamour publicly defended colleagues involved in the dispute.
Infantino, who was re-elected unopposed in 2019 and 2023, is eligible to seek one final four-year term. Potential challengers mentioned by football observers include Paris Saint-Germain president Nasser Al-Khelafi and FIFA vice president Victor Montagliani, although no official candidates have announced plans to run. The failed investment proposal has become one of the biggest challenges to Infantino's leadership since he became FIFA president in 2016.