UEFA has expressed fierce opposition to proposals that would see minority stakes in the World Cup and other FIFA tournaments sold to private investors, following reports that FIFA is preparing a new commercial vehicle to monetise its competitions.
What is being proposed
According to reports, FIFA plans to establish a new entity that would combine the sale of commercial rights with the operational delivery of its tournaments. The governing body is said to be working with bankers at JPMorgan to raise funds by offering as much as 20% of the enterprise to external investors, based on an initial equity valuation of $20 billion. FIFA has reportedly told investors it would seek to raise up to $4.2 billion later this year.
Who is involved
- Joshua Kushner is named as leading investor interest through his Thrive Eternal fund.
- Greg Maffei, chief executive of Liberty Media, is reported to have acted as a commercial adviser.
- Bob Iger is mentioned as an adviser to Thrive Eternal, and JPMorgan as the bank working on the transaction.
Immediate reactions
UEFA issued a strongly worded statement, warning the move "crosses a line" and describing the proposal as a threat to the governance and integrity of the game. The confederation insisted that football’s institutions should not treat the sport’s "soul and governance" as tradable assets and called for transparency over who would benefit financially.
"This crosses a line that football’s governing institutions should never cross. The soul and governance of football are not assets to trade."
The plans have also prompted scrutiny over governance arrangements beyond the immediate sale. Reports suggest the vehicle could leave scope for an enduring commercial role — potentially a commissioner — tied to the current FIFA presidency once that tenure ends in 2031, a prospect that critics say could concentrate influence and reward long-serving officials.
Why it matters to UK readers
For British football fans, the proposal raises questions about who controls the rights to the world’s leading national-team competition and how decisions about hosting, revenue distribution and tournament delivery might change if private capital gains a formal stake. Clubs, leagues and supporters’ groups in the UK have historically resisted moves that prioritise commercial returns over sporting values; UEFA’s intervention signals broader continental alarm that could influence national associations and government positions.
| Reported figure | Detail |
|---|---|
| Equity valuation | $20 billion |
| Stake offered | Up to 20% |
| Planned fundraising | Up to $4.2 billion |
As the story develops, the balance between commercialisation and custodianship of the sport will be watched closely by stakeholders across the UK: governing bodies, broadcasters, sponsors and, crucially, supporters. Any move to embed private capital into the administration of the World Cup would mark a significant shift in how one of the world’s most valuable sporting assets is managed and who ultimately benefits from its revenues.
