FIFA President Gianni Infantino's ambitious proposal to establish a $20 billion company to manage the World Cup has sparked significant backlash from UEFA, the governing body of European soccer. The announcement, made on Tuesday, has raised concerns over the ownership and governance of football.

UEFA's Strong Opposition

In a statement, UEFA expressed its discontent, asserting, “It is not FIFA’s to sell. None of us are the owners of football.” The plan involves creating a commercial subsidiary named FIFA Forward Enterprise (FFE), which would oversee major competitions such as the World Cup and Club World Cup. This initiative was first reported by The Times of London.

FIFA indicated that FFE aims to generate up to $4.2 billion this year to support development programs, based on an initial valuation of $20 billion. The organization is collaborating with J.P. Morgan and is looking to attract long-term investors, including Thrive Eternal, founded by Joshua Kushner, whose brother Jared Kushner is connected to U.S. President Donald Trump.

Concerns Over Transparency

The recent men's World Cup has intensified the scrutiny of the ties between Trump and Infantino, raising alarms within UEFA. The organization emphasized that “the soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially.” UEFA's statement highlighted the seriousness of the situation, urging all national Football Associations to take note.

FIFA, based in Switzerland as a not-for-profit association of its 211 national member federations, will require approval from these members for any plans moving forward. FIFA stated that members could potentially access up to $20 million in one-off capital as part of this initiative. Infantino described the project as a means to “democratize football worldwide,” noting that a consultation process has already begun.

Future Financial Projections

Details of the proposal were reportedly shared by Infantino with members during a meeting in Manhattan on July 18, just ahead of the World Cup final. He emphasized the need to “unleash the commercial potential and opportunity that FIFA has.” FIFA's announcement also outlined a significant increase in development funds for its members, proposing $20 million each through the FIFA Fast-Forward Program, compared to the previously promised $8 million for the 2027-30 World Cup commercial cycle.

The reaction to Infantino's plan underscores the complexities and sensitivities surrounding the governance of football, as UEFA and other stakeholders continue to voice their concerns about the future direction of the sport.