The Soul of Football Is Not for Sale: FIFA Wants to Sell the World Cup?

FIFA has unveiled a plan to establish a new subsidiary, FIFA Forward Enterprise, which will manage the World Cup and all of the organization's commercial activities, valued at an estimated $20 billion. Up to 20% of shares will be offered to external investors, led by Josh Kushner's Thrive Eternal. UEFA harshly criticized the move, claiming that "the soul of football is not for sale."

FIFA has unveiled a plan to establish a new subsidiary called FIFA Forward Enterprise (FFE), which will manage the World Cup and all of the organization's commercial activities, including broadcasting rights, sponsorships, and event production. The company will be valued at approximately $20 billion, and FIFA will retain full control but will offer private investors the opportunity to purchase up to 20% of shares, aiming to raise up to $4.2 billion for global football development. FIFA President Gianni Infantino claimed that the move is intended to increase investment and expand accessibility. The investor group is expected to be led by Thrive Eternal, an investment arm of Thrive Capital founded by Josh Kushner, brother of Jared Kushner. UEFA issued a harsh statement against the initiative, claiming that "the soul and management of football are not assets for trade" and that "no one owns football, and certainly not FIFA that can sell it."