ZURICH, Switzerland: FIFA has firmly rejected claims that it is “selling football” as the global governing body faces an unprecedented backlash over President Gianni Infantino’s controversial proposal to open the World Cup to private investment.
The defiant response comes as European football governing body UEFA threatens a boycott of the next tournament, and just days after Infantino’s own senior advisor resigned in protest over the plan.
Everyone’s debating whether FIFA is “selling football.” Wrong question. The real one: what is Thrive Eternal actually buying for $4.2B?
Not governance — FIFA keeps that. Not the World Cup — that’s not for sale. What’s on offer is a non-controlling claim on FFE’s future… pic.twitter.com/oIUoUnhQQM
— JOCUR LEGAL (@JocurLegal) July 31, 2026
In a statement issued on Friday, FIFA sought to quell what it described as “incorrect media reports” surrounding the proposal to create a $20 billion commercial subsidiary called FIFA Forward Enterprise (FFE). The new entity would manage the “commercial and operational” aspects of the World Cup and other tournaments, with FIFA planning to offer a 20 percent stake to external investors.
“Nobody is selling football,” FIFA declared emphatically. “This is not something FIFA would ever entertain.”
The statement came after UEFA’s 55 member nations unanimously agreed on Thursday to boycott the World Cup and other FIFA competitions, including the Club World Cup, should Infantino’s plan become a reality. The European governing body issued a blistering rebuke, stating: “The World Cup cannot be treated as an investment product. It is one of football’s greatest sporting legacies. The World Cup is not for sale.”
FIFA defends consultation process
In its response, FIFA acknowledged the concerns raised by confederations but reaffirmed its commitment to what it called an “open and democratic consultation” process with its 211 member associations. The governing body insisted that the initial deadline of September 19 for national associations to approve the plan would proceed, but emphasized that each member would have the opportunity to vote based on facts rather than what it termed “incorrect media reporting.”
“Everyone has the right to express their opposition and to seek further clarification but no single entity can claim to represent all 211 MAs around the world,” FIFA said. “Each MA should be allowed to review the proposal and have a say in shaping their own future. These are the democratic principles of FIFA.”
🚨 FIFA responds to the growing backlash over the proposed FIFA Forward Enterprise (FFE).
FIFA’s key points:
🗣️ • “Nobody is selling football. This is not something FIFA would ever entertain.”
🤝 • FIFA says it respects the concerns raised and remains committed to an open,… pic.twitter.com/kSEXGyyWVq
— Sportica (@SporticaMedia) July 31, 2026
FIFA also moved to allay fears that external investors would gain influence over the sport’s governance, stating that investors would have no role in its “governance structure.”
Read Also: Why FIFA Wants to Sell a Stake in the World Cup
AFC and CONCACAF join opposition
The backlash against Infantino’s proposal has spread beyond Europe, with both the Asian Football Confederation (AFC) and the Confederation of North, Central America and Caribbean Association Football (CONCACAF) formally rejecting the plan.
Read Also: European Football Countries Threaten World Cup Boycott Over FIFA’s $20 Billion Private Equity Plan
The AFC, representing 47 member associations, issued a statement on Friday declaring its solidarity with UEFA and CONCACAF. “The FIFA World Cup is the pinnacle of global football and derives its strength from the participation of all confederations and the world’s leading football nations,” the statement read. “Any proposal that risks undermining the unity and universal character of the competition must be reconsidered.”
The AFC added that the controversy had “exposed fundamental weaknesses in FIFA’s consultation and decision-making processes that must now be addressed.”
CONCACAF had already rejected the proposal on Thursday following a meeting of all 41 of its member nations, further isolating Infantino’s position.
Senior advisor resigns in dramatic protest
Compounding the crisis for Infantino, his own senior advisor, Carlos Cordeiro, a former Goldman Sachs vice chairman, resigned with immediate effect on Friday, condemning the proposal as “a bad deal for football.”
In a statement issued to Sky News, Cordeiro made clear he had no involvement in drafting the proposal and opposed it unequivocally. “As a senior adviser to the FIFA president, a former banker, and a lifelong football fan, I cannot stand by while FIFA considers selling a stake in the World Cup,” he said.
Read Also: FIFA in Crisis as Top Advisor Resigns in Protest Over World Cup Stake Sale Plan
Cordeiro questioned the financial logic behind the plan, pointing out that FIFA “sits on billions of dollars in reserves and no debt.” He argued that if additional investment were needed to develop the game, FIFA already had the financial capacity to support its member associations from existing resources. “Against that backdrop, selling a permanent stake in football’s most valuable asset to raise $4.2 billion makes little sense,” he added.
Controversy amid broader criticism
Infantino’s proposal is the latest in a series of contentious decisions that have drawn criticism. This summer’s expanded World Cup featured controversial hydration breaks, and there are discussions about expanding the next tournament to 64 teams.
The FIFA president also faced scrutiny following the decision to suspend a red card for USA striker Folarin Balogun amid pressure from US president Donald Trump.
European nations, which have won 13 of the 23 World Cups and provided six of the eight quarter-finalists at the 2026 tournament, where Spain defeated Argentina in the final, are particularly resistant to any changes that could alter the competition’s competitive balance.
