FIFA plans a twenty billion dollar subsidiary for World Cup events. This move offers external investors up to twenty percent stakes. UEFA criticizes this proposal, calling it a sale of the game's soul. FIFA aims to democratize sport by sharing financial benefits widely. This initiative seeks to shift football's financial center away from Europe.

FIFA has a complex plan to sell chunks of its commercial rights to the World Cup to minority investors, including a firm run by Joshua Kushner, the brother of Jared Kushner.

FIFA confirmed plans to raise $4.2 billion for a new entity controlling the nonprofit’s “commercial and event operations” at a $20 billion equity valuation.