FIFA Reportedly Planning to Establish World Cup Operating Subsidiary and Sell Stake to Private Investors

▲ U.S. President Donald Trump and FIFA President Gianni Infantino during the North and Central American World Cup victory ceremony

Major British media outlets reported on the 28th local time that FIFA is pushing to establish a new subsidiary to operate the World Cup tournaments and sell a portion of its stake to private investors.

The Financial Times (FT) reported that FIFA is discussing the attraction of external investors with the U.S. investment bank JPMorgan to raise up to 4.2 billion dollars, approximately 6 trillion Korean won, this year for the new company named "FIFA Forward Enterprise" (FFE), which will handle commercial and event operations.

The FT reported that the valuation of the newly established legal entity is expected to be about 20 billion dollars, or roughly 29 trillion Korean won.

It was also reported that discussions are underway to lead this deal through "Thrive Eternal," a fund managed by tech investor Joshua Kushner, who is the younger brother of Jared Kushner, the son-in-law of U.S. President Donald Trump.

FIFA President Gianni Infantino has sparked controversy by displaying a close alignment with President Trump, capitalizing on the recently concluded 2026 North and Central American World Cup.

The Times also cited multiple sources, reporting that FIFA has plans to create a new company that could potentially control the men's and women's World Cups as well as the Club World Cup.

According to a draft discussed by senior FIFA officials and potential investors, FIFA would retain a majority stake in the new company, while private investors would initially purchase a 20 to 30 percent stake valued at several billion dollars.

FIFA's 211 member associations would also share a combined stake of about 20 percent.

This is interpreted as an attempt by the Infantino-led FIFA—which is credited with transforming FIFA into a massive commercial organization over the past decade—to inject additional capital.

FIFA is a non-profit organization effectively owned by its 211 member associations, and as an organization comprised of associations, it enjoys tax-exempt status in Switzerland, where its headquarters are located.

Projected revenues for 2022 to 2026 stand at 15 billion dollars, approximately 21.8 trillion Korean won, with TV broadcasting rights, sponsorships, and ticket sales for the men's World Cup tournament accounting for the vast majority.

In response to these reports, the Union of European Football Associations (UEFA) launched a public critique, stating that "football is neither a commodity to be owned nor a subject for sale."

In a statement, UEFA declared, "This is crossing a line that football governing bodies must never cross. UEFA takes this extremely seriously, as do all national football associations, leagues, clubs, players, fans, governments, and everyone who cares about the future of football."

It further emphasized, "The spirit and governance of football are not tradeable assets, especially in a situation where there is zero transparency over who will reap the financial benefits. None of us are owners of football, and FIFA cannot sell it."

The Times pointed out that if the pursued plan goes ahead, it could lead to pressure to further expand the scale of the World Cup tournament or shorten the hosting cycle to less than four years due to profitability motives.

Citing sources, the newspaper criticized that some potential investors have internally described the deal as "buying FIFA."

The Times also noted that upon the conclusion of his term in 2031, President Infantino could potentially serve as a "commissioner" or Chief Executive Officer (CEO) of the new company, earning massive revenues.

In response, FIFA stated, "That matter has never been discussed. However, if this plan is approved, the FIFA President and the FIFA Council will play a leading role in this company—and must do so—to ensure that FIFA affiliates are always controlled in accordance with FIFA regulations, which exist to serve the interests of its members."

(Photo: AP, Yonhap News)

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