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 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.

July 28 : FIFA plans to create a new commercial subsidiary valued at $20 billion, world soccer's governing body said on Tuesday, as it seeks backing from its 211 member…

“The soul and governance of football are not assets to trade," UEFA said in a statement.