Gianni Infantino’s latest money-grab as FIFA tries to sell the World Cup

Last Updated on 29 July 2026

Gianni Infantino’s cosy relationship with Donald Trump defined this summer’s World Cup completely.

Ticket prices soared, commercial interests took priority, and Infantino even invented a “Peace Prize” just to honour Trump. Consequently, few felt shocked when FIFA’s latest scheme emerged right after World Cup 2026.

Now, Infantino wants to sell stakes in football’s biggest tournament to private investors.

What Gianni Infantino actually wants to do

Under this proposal, FIFA plans to create a new company called FIFA Forward Enterprise. This entity would control commercial rights across major competitions. Consequently, private investors could purchase minority, non-controlling stakes worth billions.

Via AP, Joshua Kushner, brother of Jared Kushner, could lead the investment through Thrive Capital. FIFA values the new company around $20billion, hoping to raise $4.2billion from outside investors. Infantino insists governance stays firmly with FIFA regardless.

However, private capital rarely stays passive for long. Investors will likely push for more matches, longer tournaments, or expanded formats eventually. Therefore, this “non-controlling” language offers little genuine reassurance to football’s traditional stakeholders.

UEFA prepares to fight FIFA back

UEFA reacted furiously the moment this plan became public. Their statement called it a dangerous line football’s governing bodies should never cross. Furthermore, UEFA insisted nobody owns football enough to sell it privately.

Consequently, European nations reportedly held emergency talks to discuss their response. Some officials even raised the possibility of boycotting future FIFA competitions entirely. That threat carries serious weight given Europe’s footballing power.

Should this standoff escalate further, the next World Cup could look drastically different. Without European nations, FIFA’s showpiece tournament would lose enormous prestige and quality instantly. Broadcasters, sponsors and fans would surely notice that absence too.

Ultimately, Infantino risks fracturing football’s biggest competition entirely. His pursuit of private investment might satisfy short-term financial goals. However, alienating Europe permanently would damage the World Cup’s global standing forever.