Uefa accuses Fifa of ‘enriching themselves and their friends’ over World Cup sell-off

European football’s governing body has ramped up its opposition to FIFA President Gianni Infantino’s controversial plan to commercialise the World Cup. The dispute centres on a proposal to sell off minority stakes in FIFA competitions to private investors. UEFA accused FIFA of attempting to use the sport to enrich themselves and their friends.

FIFA announced plans to sell commercial rights to its tournaments to private investors, sparking widespread condemnation across the game. Under the scheme, FIFA is working with the US bank JP Morgan to set up a new company called FIFA Forward Enterprise (FFE). This subsidiary would take control of all commercial and event operations, including broadcasting, sponsorship, ticketing, licensing rights, and the operational delivery of tournaments like the World Cup.

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FIFA plans to raise up to $4.2 billion by selling minority, non-controlling stakes in FFE, based on an initial valuation of approximately $20 billion. The venture is led by investment firm Thrive Eternal, owned by Joshua Kushner, the younger brother of President Trump’s brother-in-law Jared Kushner. FIFA insists it would remain the game's global governing body, retaining a majority stake in FFE and sole control over competitions, the international match calendar, and all regulatory and sporting decisions.

Infantino issued a carrot-and-stick strategy to FIFA’s 211 member associations. In a letter to members, Infantino warned that associations have been given a deadline of 19 September to decide whether to apply for the plan or face having the offer withdrawn. Infantino defended the proposals as a golden opportunity to turbocharge the development of the game globally, claiming it represents the democratisation of football worldwide.

Under the financial package, if the plan is approved, a $10 billion funding package would be made available as of 1 January 2027. Each member association would have the possibility to access up to $40 million — comprising $20 million from regular FIFA Forward development funding plus an additional one-off payment of up to $20 million from the proceeds of the private investment scheme. Infantino warned that rejecting the plan would mean associations receive $2.7 billion — almost 75 percent less, under the planned expansion of the standard Forward programme, where each association would receive approximately $10 million during the next cycle.

UEFA slammed the ultimatum in a statement.

“Today we have learned of FIFA’s deadline to associations to support their proposals or have the one-off payout offer withdrawn. This says everything you need to know about this plan.”

UEFA, via The Guardian

UEFA added that discussions with stakeholders revealed significant and growing opposition to the scheme.

“FIFA cannot continue to use our sport to enrich themselves and their friends. We can grow the game correctly. It’s time to prioritise associations, clubs, leagues, players and fans.”

UEFA, via Anadolu Agency

The European governing body further stated that the proposal crosses a line that football's governing institutions should never cross, arguing that the soul and governance of football are not assets to trade with zero transparency.

Resistance has stretched across multiple confederations and national bodies. Concacaf, which delivered the most lucrative World Cup in history with revenues of $15 billion, stated it was only made aware of the matter through media reports and expressed deep concern over the lack of due process. Concacaf president Victor Montagliani was kept in the dark over the plans. The Asian Football Confederation also joined the criticism.

In England, the Football Association stated it was completely unaware of the proposal and had no substantive details, including what the proposition actually is and what conditions are attached. FA chair Debbie Hewitt, one of eight FIFA vice-presidents who watched World Cup matches alongside Infantino, appeared shut out of advanced discussions. The FA expressed grave concerns over FIFA’s governance and lack of process. Britain's Prime Minister Andy Burnham also criticised the plan on social media, stating that the World Cup is not a product and was never anyone's to sell.

Similarly, the Football Association of Wales and the Irish FA expressed frustration over being kept in the dark and receiving no meaningful detail before the matter became public. Hans-Joachim Watzke, vice-president of the German FA, Borussia Dortmund president, and a UEFA executive committee member, told Kicker magazine that many in European football see the plans as an outright attack on football.

Elite clubs also voiced disquiet. The European Football Clubs organisation, representing over 850 clubs, noted it learned about the proposal without warning and through the media, arguing it should be fully consulted on a proposal of such magnitude.

Despite widespread unity against the proposal, potential cracks have emerged within European football. Czech Republic FA president David Trunda told Sky News that he could see pragmatic benefits and a positive impact for Czech football from working in close cooperation with Infantino and his team.

The plan requires support from more than half of FIFA’s members and approval from the FIFA Council. Meanwhile, UEFA’s 55 member associations are holding a meeting to discuss a coordinated response, with all options, including legal action and a potential boycott of FIFA tournaments, reported to be on the table.