FIFA under pressure as UEFA hit out at FIFA Forward Enterprise Plans

Gianni Infantino is the head of FIFA (source: Getty)

Hayden Watkins

CORE Sport

FIFA have experienced severe backlash from UEFA over their plans to create FIFA Forward Enterprise (FFE), a for-profit subsidiary company worth $20bn, to run the FIFA World Cup and other events.

The backlash stems from the plan to sell minority stakes, raising up to $4.2bn, in FFE. FIFA have also stated that Thrive Eternal, a United States venture capital firm, could be appointed as leaders of the proposed investment group. Thrive Eternal was founded by Joshua Kushner, the brother of US President Donald Trump’s son-in-law, Jared Kushner.

FIFA, under Infantino, have taken measures to get closer to the President, with 2025 heralding a new award, the FIFA Peace Prize, which was awarded to Trump.

Infantino claims to have written to all 211 national football associations, offering them $40m should they side with the if they back his controversial plan to sell off stakes in its major competitions.

Multiple groups from within the footballing community have responded with outrage and confusion at the plans. UEFA stated that "This crosses a line that football’s governing institutions should never cross.

“UEFA takes it extremely seriously. So should every National Football Association. So should every stakeholder who cares about the future of the game.

“The soul and governance of football are not assets to trade – especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.”

UEFA will hold an emergency meeting this week, with all 55 of its member nations, to determine how it should respond.

The Football Association of Wales has also commented, stating "The Football Association of Wales (FAW) has not yet received any substantial details from FIFA concerning the reported proposals. Consequently, the FAW is concerned that such matters have become public prior to being shared with FIFA’s Member Associations. We await receipt of FIFA’s full proposal before commenting further on this matter."

Andy Burnham, the Prime Minister, posted on X that "Football does not belong to investors. It belongs to the people who fill the stands and who stand on the touchline week in, week out, rain or shine.

“The World Cup is not a product. It is the greatest competition in world sport, and it was never anyone’s to sell. Dress the deal up however you like. Once you have sold a piece of it, you have sold out.

“Football belongs to the fans. It always has, and it always will."

ANALYSIS - FIFA under pressure, again

It is impossible to overstate what a tumultuous 15 years it has been for FIFA. The corruption investigations of the mid 2010s, culminating in Gianni Infantino's appointment as the head of FIFA, set the stage for one of the most bizarre and controversial eras for the association.

Infantino has used his position to get closer to political leaders. We have seen him with Mohammed bin Salman, Sheikh Tamim Bin Hamad Al Thani, and, of course, Donald Trump.

His relationship with Trump includes the controversial overturning of Folarin Balogun's red card, allowing him to play in the Round of 16 against Belgium - contrary to FIFA's own rules - sparked outrage, alongside the FIFA Club World Cup trophy being gifted to Trump. 

Now, despite FIFA's non-profit nature, the decision to set up a for-profit venture to run the World Cup seems like the last straw. There are open talks from UEFA about boycotting the World Cup, and more and more seem to believe that UEFA should withdraw from FIFA all together.

There are many unknowns here, as Infantino is up for re-election in 2027. On July 17th, he had the support of 200 FIFA members. It's difficult to see if he still does, or if he will even make it to 2027.

Football is in crisis, that's for sure.