FIFA has defended its controversial proposal to establish a new commercial subsidiary for its global tournaments, insisting “nobody is selling football” after several continental confederations rejected the plan and UEFA threatened to boycott future FIFA competitions.
The world governing body issued a detailed response on Friday, blaming what it described as “erroneous reporting in the media” for widespread criticism of the proposal, which would see FIFA create a new company called FIFA Forward Enterprise (FFE).
The proposed subsidiary would manage the commercial and operational activities of FIFA competitions including broadcasting rights, sponsorship, licensing and ticketing
while FIFA retains permanent control and sells a non-controlling minority stake to private investors.
FIFA president Gianni Infantino believes the initiative could generate as much as $20 billion, allowing the governing body to significantly increase funding for its 211 member associations.
Since becoming FIFA president in 2016, Gianni Infantino has overseen major reforms including the introduction of VAR at FIFA tournaments, expanded men’s and women’s World Cups, and a significant increase in development funding for FIFA’s 211 member associations. Photocredit; Imago
Seeking to counter claims that FIFA intends to privatise the World Cup, the organisation stressed that football’s governance would remain firmly under its control.
“FFE has been proposed solely to ensure that all FIFA Member Associations have the opportunity to take meaningful ownership of the commercial opportunity of football in their respective countries,” FIFA said.
“Nobody is selling football. This is not something FIFA would ever entertain.”
The governing body also rejected suggestions that any single confederation should determine the outcome of the proposal.
“Everyone has the right to express their opposition and to seek further clarification, but no single entity can claim to represent all 211 member associations around the world.”
“Each member association should be allowed to review the proposal and have a say in shaping their own future. These are the democratic principles of FIFA.”
What FIFA says the proposal would do
FIFA outlined several key features of the proposed FIFA Forward Enterprise, seeking to reassure member associations that the governing body would retain full control.
According to FIFA:
- FIFA would permanently own and control FIFA Forward Enterprise.
- The company would manage FIFA’s commercial and operational activities.
- Additional commercial revenue would be distributed among all 211 member associations.
- Every association would receive $20 million in FIFA Forward funding between 2027 and 2030, regardless of how it votes.
- A separate one-off $20 million Fast Forward Programme would be voluntary and financed through external investment if the proposal is approved.
- If member associations reject the proposal, FIFA’s current commercial structure would remain unchanged and FIFA Forward Enterprise would not be created.
FIFA’s clarification comes after an extraordinary backlash from across world football.
UEFA’s 55 member associations unanimously rejected the proposal on Thursday, warning that no European national team would participate in FIFA competitions unless the plan was abandoned.
CONCACAF also voted against the proposal, citing concerns over transparency and governance, while the Asian Football Confederation described the plans as “totally unacceptable.”
The dispute has revived memories of UEFA’s successful resistance to Infantino’s 2021 proposal to stage the FIFA World Cup every two years instead of the traditional four-year cycle.
Should the current impasse continue, the first major test of UEFA’s boycott threat could come as early as September 2026, when Poland is scheduled to host the FIFA Under-20 Women’s World Cup.
READMORE: Pinnick sees ₦27.3bn lifeline in FIFA proposal backs Infantino despite UEFA backlash
FIFA’s proposal remains subject to approval by its member associations, who have until September 19 to cast their votes.
Infantino has argued the initiative represents a transformational opportunity to unlock new commercial revenues and provide unprecedented financial support to football associations worldwide.
