FIFA scraps controversial $20 billion World Cup investment plan after backlash

FIFA has abandoned its contentious $20 billion plan to sell stakes in its major competitions, including the World Cup, following significant global opposition and internal dissent. The proposed initiative, known as the FIFA Forward Enterprise (FFE), aimed to establish a commercial entity valued at $20 billion, with FIFA planning to sell approximately a 20% share to private investors to raise up to $4.2 billion for football development programs worldwide. FIFA President Gianni Infantino announced the decision on Friday, July 31, 2026, acknowledging that the project had created divisions that no longer served its original objectives.

The proposal faced widespread criticism from numerous football governing bodies, including Europe's UEFA, North America's CONCACAF, and the Asian Football Confederation. Critics argued that the plan would excessively commercialize the sport and raised concerns over a lack of transparency and due process. The backlash intensified with threats of boycotts from European nations and the resignation of a senior FIFA adviser, Carlos Cordeiro, who deemed the plan "a bad deal for football."

FIFA had intended for the FFE to manage the commercial rights for its tournaments, with investment firm Thrive Eternal, led by Joshua Kushner, reportedly poised to head the investor group. However, the strong resistance, including accusations of attempting to "sell the soul of football," ultimately led to the withdrawal of the controversial investment scheme.