FIFA drops proposed $20bn commercial venture after opposition derails private investment plan

FIFA has abandoned plans to create a $20bn commercial entity and sell a 20% stake to private investors after facing widespread opposition from football governing bodies and member associations, according to a report by the Financial Times.

The proposal, which would have transferred FIFA’s commercial rights into a new company known as FIFA Forward Enterprise, aimed to raise up to $4.2bn from an investor consortium led by Thrive Eternal. The initiative was intended to unlock new capital and increase funding available to FIFA’s 211 national associations.

However, FIFA president Gianni Infantino confirmed the proposal would not proceed, acknowledging that the project had generated divisions that outweighed its intended benefits.

The decision follows strong resistance from UEFA, the Asian Football Confederation and other regional governing bodies, many of which criticised both the structure of the transaction and the way it was developed. UEFA welcomed the withdrawal of the proposal but said confidence in FIFA’s leadership had been damaged, while the AFC called for greater transparency and consultation on future strategic initiatives.

The abandoned plan would have represented one of the largest private capital investments ever contemplated in global sport, highlighting growing investor interest in acquiring stakes in premium sports rights and commercial assets. The proposed investment also reflected a broader trend of institutional capital targeting sports leagues, governing bodies and media rights businesses.

According to reports, the investor group was led by Thrive Eternal, the investment firm founded by Joshua Kushner, brother of Donald Trump’s son-in-law, Jared Kushner.

The proposal reportedly included financial incentives for FIFA’s member associations, including a one-time payment of $20m per association and an increase in annual funding, as part of efforts to secure support for the transaction.