FIFA president Gianni Infantino has proposed a $4.2 billion investment plan to create a private subsidiary, FIFA Forward Enterprise (FFE), to commercialize the World Cup and other major competitions. The initiative, announced amid widespread criticism, aims to raise funds by selling minority stakes to investors, with member associations offering $40 million each if they back the plan by September 19.
The Proposal and Structure
FIFA’s plan involves establishing FFE, a subsidiary tasked with managing the commercial rights of major tournaments, including the men’s and women’s World Cups and the Club World Cup. According to France24, FIFA will retain a majority stake in FFE but seeks to attract long-term investors
for minority, non-controlling interests. The goal is to raise $4.2 billion later this year, with the subsidiary valued at $20 billion. Infantino emphasized that the plan is an opportunity but not an obligation,
arguing that the commercial value of football must reach regions that need it most.
The proposal includes a $40 million one-time payout for each of FIFA’s 211 member associations if they support the plan, with a deadline of September 19. Officials said the funds would be distributed through the FIFA Fast Forward Program (FFFP), which could double annual payments to associations from $8 million to $20 million by 2035, with an optional $20 million one-time bonus.
Reactions from Confederations and Critics
Financial Incentives and Controversies
Historical Context and Previous Attempts
This is not Infantino’s first attempt to commercialize football. In 2019, a stakeholders’ committee rejected his $25 billion proposal for an expanded Club World Cup, backed by SoftBank and Saudi Arabia’s sovereign wealth fund. Sport.sky.de noted that the Club World Cup was later expanded to 32 teams in 2025. Infantino’s current plan also echoes his 2018 push for a $25 billion Club World Cup deal, which faced similar European resistance.
Worth a look
