FIFA President Gianni Infantino wants to carve out a $20 billion commercial entity to manage the rights for the men’s and women’s World Cups, and he’s given member associations roughly 24 hours to weigh in. The proposal, confirmed on July 28, 2026, asked for feedback by July 29. That’s not a consultation. That’s an ultimatum with a suggestion box.
The plan, called FIFA Forward Enterprise (FFE), would sell a 20-21% minority stake to long-term private investors, targeting up to $4.2 billion in equity raises. The total funding from the initiative could reach $10 billion, with each of FIFA’s 211 member associations potentially receiving one-off payments of up to $20 million.
What the FFE actually looks like
Think of it as FIFA spinning off its crown jewels into a separate commercial vehicle, then inviting private equity to buy a seat at the table. JP Morgan is advising on the deal, with Thrive Eternal reportedly among the potential lead investors.
The FFE would manage commercial rights for the men’s World Cup, the women’s World Cup, and the Club World Cup. This isn’t his first attempt. It marks Infantino’s second major push for private investment in FIFA since 2018, when a similar proposal involving Saudi-backed funds failed to gain traction. The difference this time is context: the 2026 World Cup, expanding to 48 teams across North America, is expected to generate enormous economic impact.
