FIFA says 'nobody is selling football' amid World Cup equity row
The backlash erupted after reports suggested FIFA was considering selling a stake in the commercial rights linked to the World Cup through a new entity
Facing mounting criticism over its reported plan to bring private equity investors into the commercial side of the FIFA World Cup, world football's governing body has sought to reassure member associations and fans, insisting that "nobody is selling football" and that no proposal will move forward without broad support.
FIFA President Gianni Infantino attributed the controversy to what he called "erroneous reporting in the media", saying inaccurate reports had disrupted the organisation's consultation process.
Governance concerns
The backlash erupted after reports suggested FIFA was considering selling a stake in the commercial rights linked to the World Cup through a new entity. The proposal reportedly came under fire because negotiations were conducted privately, with several regional confederations, including UEFA, learning about the plan only shortly before a scheduled vote.
Also read: Asian football body joins opposition to FIFA investment plan
Critics argued that allowing private equity into the commercial structure of football's biggest tournament could prioritise investor returns over sporting values, raising concerns about governance, player welfare and the long-term integrity of the game.
‘We respect the feedback’
Responding to the criticism, FIFA said it remained committed to a transparent and democratic consultation process. "We respect the feedback and concern aired in public and reaffirm our commitment to an open and democratic consultation," the governing body said in a statement.
"Our planned consultation process was disrupted by incorrect media reports. We will proceed with this consultation process to ensure that each member association can express its vote based on facts."
FIFA also stressed that the proposed FIFA Forward Enterprise (FFE) would only be established if it received the backing of a majority of its 211 member associations.
"Without the support of the majority of member associations, FIFA's commercial activities would remain unchanged. FFE would not be established. Nobody is selling football. This is not something FIFA would ever entertain," the statement said.
What is FIFA Forward Enterprise?
According to FIFA, the proposal would transfer its commercial and event delivery operations into a subsidiary that would remain permanently owned and controlled by FIFA.
The governing body said the move is aimed at generating additional commercial revenue that would be redistributed across all 211 member associations to strengthen football development worldwide.
Also read: In a first, FIFA to present championship rings to 2026 World Cup winners
If approved, every member association would receive USD 20 million in FIFA Forward development funding between 2027 and 2030, regardless of its existing level of financial support.
FIFA also proposed a one-time FIFA Fast Forward Programme, under which each member association could voluntarily receive an additional USD 20 million. The programme would be financed through external investment but, FIFA said, would not involve giving up ownership, control or changes to its governance structure.
The organisation maintained that the proposal is intended to unlock greater commercial value while ensuring FIFA retains full control over its competitions and decision-making processes.