Why the sale of FIFA World Cup shares is causing outrage in soccer around the world
FIFA President Gianni Infantino holds the trophy in full following the FIFA World Cup 2026 final between Spain and Argentina at the New York New Jersey Stadium on July 19, 2026 in East Rutherford, New Jersey.
Chris Brunskill | Getty Images
The World Cup is officially for sale – at least part of it. FIFA, the governing body of world football, announced on Tuesday that it plans to create a subsidiary company to run the tournament, opening the way for investors to buy up to 20% of the spinout company.
Organized by its president Gianni Infantino, this move has drawn a backlash from all sports. UEFA – European football’s governing body – accused FIFA of “crossing the line” and said the tournament should not be sold.
CNBC examines what FIFA is planning and why the proposal is not popular across the soccer world.
What does FIFA propose?
Buoyed by the biggest and most commercially successful World Cup in history, Infantino is aiming for even greater sales through a new venture, FIFA Forward Enterprises (FFE).
In a statement published on Tuesday, FIFA said the FFE will raise $4.2 billion from third parties, making the company worth $20 billion. The organization added that it will eventually control the business.
“Parts of the game turned that popularity into an incredible commercial value – and we celebrate that success and want it to continue, because it elevates the whole game,” Infantino said in a statement.
“…Our next phase of growth requires a structure built for it, where the commercial side of the game operates as a focused, dedicated business, whose value is shared better and better around the world,” he added.
Why are people angry?
Allowing private investors to influence the risks of soccer’s most prestigious international tournament gives them undue influence over the way the game is run, critics argue.
The proposal also reignited the bitter rivalry between FIFA and UEFA.
“The soul and management of football are not for sale – especially when there is no transparency about who benefits financially,” UEFA said in a statement. “None of us own the ball. It is not for Fifa to sell.”
The UK’s new prime minister, Andy Burnham, also chimed in, writing in X that the World Cup is “not a product.”
Is Donald Trump involved?
Infantino’s close relationship with President Donald Trump has been well publicized and watched closely during the World Cup.
The deal is backed by Thrive Capital of Joshua Kushner, Trump’s brother Jared who is Trump’s son-in-law.
JP Morgan has also been hired to manage the deal, FIFA added.
Will it pass?
To be approved, the plan needs the approval of a majority of its 211 members, as well as the 37-member FIFA council. UEFA and its European representatives are reportedly planning to boycott the World Cup, which represents a minority of powerful countries.
Fifa’s non-profit status means that its money is redistributed to building football infrastructure in those countries. Infantino plans to give his members access to up to $20 million in one-time payments, which could give him an advantage when he wants to pass the bill.
But each member also has voting rights, creating a circular relationship between the governing body and the existing stakeholders.
“FIFA under Infantino is giving a lot of money to small countries, and they voted to re-elect the president,” football finance professor Kieran Maguire told CNBC last week.
