The Confederation of North, Central America and Caribbean Association Football (Concacaf) has joined UEFA in strongly criticizing FIFA’s plan to sell off stakes in the World Cup to private investors. In a strongly worded statement, Concacaf expressed deep concerns regarding governance and a lack of due process, revealing that leadership learned of the proposal to sell stakes in a new commercial entity valued at $20 billion only through media reports.
Concacaf and UEFA Condemn FIFA World Cup Stake Sale Plan
Concacaf President Victor Montagliani, who played a key role in delivering the 2026 tournament, was omitted from the discussions despite attending many matches alongside FIFA President Gianni Infantino. Montagliani is one of eight FIFA vice-presidents, a group that also includes Football Association chair Debbie Hewitt, who similarly appeared unaware of the advanced plans. US company Thrive Eternal—run by Joshua Kushner, the younger brother of Jared Kushner—is already engaged to lead the investor group.
Under the proposal, FIFA’s 211 member associations have been given a deadline of September 19 to decide whether to sign up for the sale. Participating associations would receive an initial payment of around $20 million, with funds available starting January 1.
FIFA Forward Enterprise and External Investment Structure
FIFA worked with US bank JP Morgan to establish a new company called FIFA Forward Enterprise (FFE). This commercial subsidiary would run major events, including the men’s and women’s World Cups and the Club World Cup. Partial sale of the entity aims to raise up to $4.2 billion to fund global football development projects later this year.
FIFA stated that it would retain sole control of FFE and exclusive authority over football governance, competitions, match calendars, and regulatory decisions. Infantino described the initiative as the democratization of football worldwide.
Under the expanded “FIFA Fast-Forward Program,” member federations could receive increased development funds through 2038, growing from the previously promised $8 million to $20 million, then $22 million and $24 million in subsequent cycles.
UEFA, Concacaf, and the Asian Football Confederation had already braced to fight FIFA’s plans to expand the World Cup to 64 teams for the 2030 tournament. Stakeholders harbor fears that inviting private investors will make further expansions inevitable and create commercial pressure to stage the World Cup more frequently.
Emergency Talks and Broad Institutional Backing Against the Deal
UEFA condemned the proposal immediately after initial reports, stating that the governing body had “crossed a line” and attempted to sell football’s soul. UEFA’s 55 member associations organized an emergency virtual meeting to coordinate a response, which could involve potential legal action.
UEFA stated: 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: leagues, clubs, players, supporters, governments and everyone 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.
British Prime Minister Andy Burnham also criticized the plan on social media, writing on X that 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.
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