FIFA is preparing a bold move to reshape its commercial future by creating a new subsidiary valued at around $20 billion. The governing body of world football aims to raise up to $4.2 billion by offering minority non-controlling stakes in this new company to external investors. The plan centers on a wholly owned subsidiary called FIFA Forward Enterprise or FFE, which will bring together FIFA’s commercial activities and major event operations under one structure.
According to FIFA, the organization will keep full control and exclusive authority over football governance, competitions, the match calendar, and all regulatory and sporting decisions. The money raised through the stake sale is meant to be reinvested into the game to support development across its 211 member associations. FIFA President Gianni Infantino described the proposal as a way to share the commercial success of football more widely. He stressed that while some parts of the game already generate significant value, FIFA’s role is to ensure the rest of football grows alongside it in a sustainable and inclusive manner.
The idea has already drawn sharp criticism from European football’s governing body, UEFA. In a strong statement, UEFA said the plan crosses a line that football’s institutions should never cross. It warned that the soul and governance of the game are not assets that can be traded, especially without clear transparency about who benefits financially. UEFA urged national associations, leagues, clubs, players, supporters, and governments to take the matter seriously.
Despite the pushback, FIFA maintains that every member association should have the chance to benefit from the available funding. A FIFA spokesperson confirmed that the proposal will soon be presented to the member associations and the FIFA Council, which will make the final decision. Reports indicate that FIFA is working with bankers at JPMorgan on the deal. Former Liberty Media CEO Greg Maffei has advised on the commercial side, while Thrive Eternal, a long-term investment vehicle linked to Thrive Capital, is expected to play a leading role as an investor. The vehicle focuses on cultural institutions and franchises and recently took a stake in the San Francisco Giants. Jared Kushner is not involved as an investor, according to sources.
The Financial Times first reported details of the potential stake sale. FIFA presents the move as a step toward democratizing football’s commercial opportunities on a global scale, while UEFA continues to argue that certain boundaries in the sport’s governance must remain firmly in place.
