FIFA abandons World Cup stake sale as leadership backs Gianni Infantino

FIFA has withdrawn its proposal to bring private investors into a new commercial company linked to the World Cup and other competitions. Despite the international backlash, senior FIFA officials have reaffirmed their support for president Gianni Infantino, allowing him to remain in office ahead of the organisation’s next election.

FIFA has abandoned plans to sell private investors a minority stake in a new commercial entity that would have managed rights and operations connected to the World Cup and other competitions.

Gianni Infantino confirmed that the FIFA Forward Enterprise proposal would not proceed after opposition from national associations, continental confederations and other football stakeholders. FIFA’s official withdrawal statement was published on July 31, while UEFA publicly welcomed the decision on August 1.

The project envisaged bringing together FIFA’s broadcast, sponsorship, licensing, ticketing, hospitality and other commercial rights with the operational delivery of its tournaments. FIFA argued that a dedicated subsidiary could unlock additional commercial value and generate more funding for football development across its 211 member associations.

According to details reported by the Associated Press, FIFA considered creating a company valued at approximately $20 billion, with private investors acquiring a 20% interest. The business would have included commercial activities related to the men’s and women’s World Cups, Club World Cups and other FIFA competitions.

The proposed anchor investor was reportedly a New York investment company established by Joshua Kushner. The transaction could have raised around $4.2 billion, while FIFA maintained that it would retain control over football governance and sporting decisions. The governing body presented the project as an opportunity to expand its development programmes rather than a direct sale of ownership or control over football itself.

Under FIFA’s original plans, standard development funding for each member association could have increased from $8 million during the 2023–2026 cycle to $20 million for 2027–2030. Associations would also have been able to seek a further $20 million through a separate programme, potentially taking total available support to $40 million per federation.

The financial arguments failed to overcome concerns about governance, transparency and the long-term influence of external investors. UEFA and all 55 of its member associations unanimously rejected the proposal, arguing that the World Cup should not be treated as an investment product and that private shareholders could eventually influence decisions concerning competition formats, calendars and commercial priorities.

UEFA members said they would not participate in FIFA competitions while the proposal remained active. CONCACAF and the Asian Football Confederation also opposed the plan, substantially increasing pressure on Infantino to withdraw it.

Infantino acknowledged that the project had created divisions that were no longer compatible with its original objective. He said FIFA’s purpose was to unite and develop football and confirmed that the proposal would therefore be discontinued.

The withdrawal did not immediately end the governance dispute. UEFA said the current FIFA leadership had lost its confidence and called for a fundamental review of how the proposal had been developed. It also demanded greater accountability and safeguards against similar projects being advanced without broad consultation in the future.

However, Infantino is set to remain FIFA president for now. Following a senior leadership meeting in Morocco on August 5, FIFA said Secretary General Mattias Grafström and the members of its management board in attendance had reaffirmed their full support for him. The organisation acknowledged mistakes in the handling of FIFA Forward Enterprise, apologised to the FIFA Council and member associations and declared that the project was definitively off the table.

Internal backing protects Infantino’s immediate position, but it does not remove the political pressure surrounding his leadership. He is seeking a fourth and final term in the next presidential election, scheduled for March 2027, and the abandoned investment project could encourage opponents to support an alternative candidate.

FIFA’s reversal prevents private capital from acquiring a direct interest in the commercial structure behind its flagship competitions. The controversy is nevertheless likely to have longer-term consequences, with future commercial reforms expected to face much closer scrutiny from national associations and confederations. Infantino remains in charge, but rebuilding confidence within global football may prove more difficult than withdrawing the proposal itself.